Selling Sex (Toys): A Guide to Google Ads

In a world that revolves around online retail, with new digital storefronts popping up daily, visibility is everything. Marketing and advertising are often the difference between a thriving online store and a dead link. Considering how and where you advertise is incredibly important to any online business, but it’s even more important when you’re stocking your store with products like sex toys, lubricants, and sexual enhancements – a category most mainstream platforms put strict guidelines around.

Paid search is a powerful tool for increasing the online visibility of your store. More eyes means more customers, and more customers means more sales. But when it comes to advertising sex toys, traditional rules don’t always apply.

Developing a sex toy marketing strategy is key. Sexual wellness brands have to tread carefully when advertising, balancing clarity and creativity with a given platform’s standards and requirements. Without a strategy tailored to Google Ads’ policies, your ad campaigns could be stuck in limbo or – even worse – suspended altogether.

At Euforia, our goal is to help you understand how you can start advertising sex toys effectively – driving traffic and boosting sales.

So let’s dive into the world selling sex (toys).

Why Advertising Sex Toys Is Different

Creating Google ads for adult products offers a unique challenge. While adult accessories and the like are growing increasingly mainstream – even popping up in the pharmacy aisle of your local supermarket – they still fall under Google’s “Adult Content” policy, which restricts how (and even if) the products can be promoted

Here’s what makes this category so different:

• Strict Content Policies: Google Ads prohibits adult content in certain regions and mandates that advertisers ensure viewers are 21+ where legally required. Ads that violate the Google Ads Adult Content Policy are rejected or may even lead to account suspension.
• Keyword and Ad Moderation: Not all keywords are created equal. Even seemingly harmless terms can be flagged if they’re deemed too explicit. Your ads must be targeted to acceptable regions and avoid any suggestive language.
• Creative Compliance: Your ad copy needs to fly under the radar of automated moderation. Subtle tweaks, like using symbols (“s3x t0ys” or “masturbat0rs”), can help maintain compliance without losing meaning.

How to Build Compliant Google Ads for Adult Products

Start with the Right Keywords

Keywords are words or phrases that help get your products in front of those who are searching for them. Picking keywords to use in your advertising is the foundation of any successful Google Ads campaign. Selling sex toys can make that difficult, however.

When advertising adult products online, you often need to adopt a softer, more “PG” filter. Leaning too far into sex and spice could get your ads rejected or your account banned.

Here are some tips to selecting keywords:

• Use Euphemisms: Phrases like “intimacy products” or “bedroom accessories” are more likely to be approved than “sex toys” or “vibrators.”
• Keep It Clean: Avoid profanity or sexual terms. Suggestive content can be fun and playful, but explicit language will likely get you rejected.
• Do Your Research: Use keyword research tools to refine your approach:
  • SEMrush
  • Google Keyword Planner

Sex Toy Marketing Strategy and Ad Copy Tips

Once you’ve nailed down your keywords, it’s time to write your ad. As we’ve discussed, when you’re selling products related to sex, subtlety is key:

• Use nuanced language and euphemisms.
• Emphasize benefits like “confidence,” “self-care,” or “satisfaction.”
• Consider puns or wordplay to create a fun ad that winks to the viewer without crossing the line.
• Avoid slang or innuendo-laden calls-to-action like “Get Off Now” or “Let’s Get Coming.”

Landing Pages That Convert

Your landing page should complement your ad in both tone and content. A mismatch might confuse users, causing them to leave your page out of confusion or embarrassment.

Best Practices for Landing Pages:

• Mirror the tone of your ad, keeping it discreet, nuanced, and health-focused.
• Highlight benefits like discreet shipping, trusted ingredients, or any wellness claims in order to inspire confidence in the quality of your products.
• In that same vein, utilizing reviews, secure checkout badges, and transparent return policies also help give your customers confidence in you and your store.
• Use UX best practices to create a smooth, mobile-friendly shopping experience that feels professional.

Avoid Common Google Ads Pitfalls

Even the most seasoned marketers can fall into traps. Here's what to avoid:

• Mistaking sexual slang for clever copywriting  – it will likely get flagged.
• Neglecting to add negative keywords to your Google Ads can result in them showing up for irrelevant searches, wasting your budget on unqualified clicks.
• Including nudity or overtly sexual imagery in ads or product thumbnails.
• Failing to A/B test ad headlines, descriptions, and landing page versions.

Pro Tip: Always preview how your ads appear on desktop and mobile before publishing. This will prevent images and copies from being cut off. 

Start Advertising Sex Toys with Confidence

The best way to begin feeling confident about marketing your products is to check out Google Ads compliance policy and develop your sex toy marketing strategy from there.

The most successful advertisers in the adult accessory space understand how to change their tone, language, and targeting to meet Google’s requirements. Once you understand the standards you need to meet when advertising sex toys, adapt your thinking to these standards, and get into a groove, creating your ads should be a simple and straightforward process.

For more advice, tips, and tricks, check out our Learning Lab. And don’t forget to explore Euforia’s product selection to find your next big seller!