2025 Updates in Paid Ads Policies
Meta (aka Facebook) and Google have been shaking things up again, and this time, businesses in the spiritual, wellness, and creative sectors are feeling the squeeze. If you’re running tarot readings, sound healing, or energy work ads - or honestly, just trying to market your creative business ethically - there are new hurdles you need to know about. And no, it’s not just about saying “the right words.”
These updates are supposed to make ad platforms “safer” and “more compliant,” but for businesses like yours, it often means fewer options and more headaches.
What’s Changed in 2025?
Meta and Google have rolled out stricter ad policies for businesses in the spiritual, wellness, and even creative industries. While these updates aim to protect user privacy and combat misinformation, they’ve made things extra tricky for businesses in these spaces.
Restrictions on Tracking High-Intent Actions
Meta has expanded its restricted event categories. Businesses in spiritual and wellness spaces can no longer track key actions like “Purchase” or “Sign-Up” in their ads.
This means retargeting ads based on those juicy high-intent actions? Yeah, that’s off the table
Increased Scrutiny on Ad Copy
Ad content mentioning psychic readings, tarot, or similar services is flagged more aggressively. Even if you avoid certain words, the algorithm still tends to flag or limit these ads.
Google Ads is also restricting spiritual and alternative wellness terms that could be interpreted as making health or life promises.
Event Optimization Restrictions
If you’re running Meta ads, you’ll need to use non-restricted events like “Landing Page Views” or “Engagement” for optimization instead of focusing on sales-driving metrics.
How Does This Affect Our Clients?
For Swoco Studio’s creative, spiritual, and wellness clients, this can feel like a major setback. After all, many of you lean on ads to get your services and products in front of aligned audiences without spending hours on social media.
Whether it’s sound healing, energy work, or tarot readings, you’re now working with narrower ad targeting and less visibility for offers tied to personal transformation or spiritual guidance.
Offering alternative health practices like mindfulness workshops or holistic services? Your ad content and tracking metrics may fall under similar restrictions.
While you might not be directly impacted by “sensitive category” rules, the changes can still affect how you measure success or set up ad campaigns if you’re running low-pressure, authentic offers.
How to Adapt to the 2025 Changes
While the updates are frustrating, you’re not out of options. Here’s how you can pivot:
1. Shift Your Ad Strategy
Swap “sales-y” goals for softer ones like “Landing Page Views” or “Engagement.” This means running ads with a focus on education, connection, or community rather than direct sales.
Example: Instead of running an ad pushing a paid workshop, create one that promotes a free guide or blog post that warms your audience up.
2. Diversify Your Marketing
Don’t put all your eggs in Meta’s basket. Invest in SEO and content marketing so you can attract your audience through Google searches without relying on paid ads.
Email marketing? Yep, still gold. Build a list and nurture your audience directly.
3. Get Clear on Your Messaging
Craft ad copy that aligns with the restrictions without losing your voice. Focus on benefits and education rather than promises or claims (e.g., “explore self-reflection through tarot” vs. “find answers through tarot”).
4. Test Alternative Platforms
Pinterest and LinkedIn can offer less restrictive ad policies, depending on your niche. Both platforms reward high-quality content that isn’t pushy or overly promotional.
5. Lean Into Organic Content
Create long-form blogs, Instagram Reels, or YouTube videos that answer your audience’s questions and build trust. It’s slower than ads but builds a more sustainable connection over time.
Many marketers take shortcuts to work around these restrictions - whether it’s shady ad copy tricks or setting up campaigns that risk account bans. At Swoco, we don’t believe in compromising your integrity or risking your business for a quick win.
Instead, we focus on creating aligned, sustainable strategies that let you grow without the stress of navigating ever-changing algorithms alone. The 2025 updates are just another reminder to build a long-term foundation that doesn’t depend solely on ads.
Yes, the 2025 paid ads updates are annoying. But they don’t have to derail your marketing. With some tweaks to your strategy and a focus on organic and ethical practices, your spiritual, wellness, or creative business can still thrive.
