Google Ads for NDIS providers, written to pass the NDIA's rules

Ad copy is advertising

The NDIA's enforcement note of 4 December 2025 reported 604 referrals to the ACCC and 112 to the Commission since August 2024. Most of the wording it named is the wording ad copy reaches for: approved, permitted, fully funded. The copy we write for NDIS providers states the service, the place and the next step, and checks each line against the NDIA's list before it goes into the account.

Headlines name what you do and where. A registered provider can say so, and we confirm the register entry first. An unregistered provider says what it does and for whom. No ad claims outcomes, because the Commission bars efficacy claims that cannot be independently substantiated.

Targeting that Google allows

Google's health in personalised advertising policy limits what audiences an advertiser can build in sensitive interest categories. The practical result is that remarketing lists, customer match and lookalikes are not available there. Location targeting, in-market and custom segments are. We plan for no remarketing, and we flag it as an open question for any non-clinical service, because we do not know how Google classes it.

That makes search the core of the account. People who type a service and a place, or a term such as support coordinator near me, are already in the market, and the ad is shown for the query.

Terms that need care

SDA and SIL attract noise. The first is also a church and a school programme, the second a Mauritian business name, a chemical firm and several kinds of silk. We use the full words in phrase match, and a negative list that grows from the search terms report each week. Job searches get their own campaign, with its own landing page and conversion.

What we measure

Phone taps and calls are tracked as separate conversions from form submissions, because Google's own call assets can inflate numbers if left unchecked. We count an enquiry only when a person reaches you. For referral-led segments such as behaviour support or support coordination, paid search is small and we say so. For community access, allied health and recruitment it is the main use.

Budget logic

Families compare two to four providers over weeks, and many arrive through a coordinator. An account judged on seven days will look bad. We set a monthly cap you can hold for a quarter, report cost per enquiry and ask what happened to each lead. We make no promise about volume or cost, and Keyword Planner data for the cost per click comes later.

See the web design and SEO pages for the other two parts.