A Digital Health SEM Case Study: 51% More Purchases

This digital health SEM case study shows how an account restructure helped a provider increase purchases 51% quarter over quarter. CAC decreased 6%, while revenue increased 33% quarter over quarter as the program moved from underperforming its goals to achieving them.

Key Results

Revenue

33%

Increase quarter over quarter

Purchases

51%

Increase quarter over quarter

Acquisition Cost

Decrease in CAC

The Challenge: Scaling Efficiently in a More Competitive Market

A digital health provider entered the partnership with ambitious growth goals for its weight-management program. The company wanted to increase spend while maintaining acquisition efficiency.

Competition and external factors complicated the restructure. The FDA reported that the semaglutide injection-product shortage was resolved. Removing semaglutide from the shortage list limited compounding and intensified competition among providers seeking remaining demand for compounded treatments. Major competitors also launched large awareness campaigns mid-quarter, increasing interest and demand in the category.

Illustration of the GLP-1 peptide molecule rendered as a ribbon structure on a blue background, labeled GLP-1.

Services
Digital Health · SEM

The Solution: A Multi-Faceted SEM Restructure

We responded with four connected changes designed to align campaigns with search intent, improve budget efficiency, and compete as market conditions shifted.

Campaign Consolidation

Existing campaigns had significant overlap and conflicting strategies. We consolidated the account around customer search intent, giving campaigns clearer roles and aligning budget decisions with the provider’s efficiency goals.

Increased Conquesting

We increased conquesting efforts and set bids in relation to competitors’ tactics. With more aggressive bidding, we saw substantial gains in purchases.

Keyword Expansion

We identified keyword opportunities that contributed to significant net-new purchases throughout the quarter. The expansion reached previously unexplored search categories and helped the account compete beyond saturated search terms.

Shopping Restructure

Performance Max campaigns were underperforming, so we refined the Shopping structure for greater control and relevance. The changes aligned Shopping with Search performance and audience needs.

Bar chart titled Shopping Campaign Restructure: % Changes PoP. Phase 1 compared to the prior period shows purchases up 13, revenue up 15, CAC down 17, and ROAS up 22. Phase 2 compared to Phase 1 shows purchases up 17, revenue up 11, and ROAS down 5.

Digital Health SEM Case Study Results

Purchases increased 51% quarter over quarter, and revenue increased 33% quarter over quarter. CAC decreased 6%.

Weight management was by far the largest tactic in the client’s portfolio. Each unique tactical approach contributed to the overall account improvements.

One of those tactics was a multi-phase overhaul of the Shopping Ads strategy. It produced repeated improvements in purchases and revenue in both phases. Improvements in CAC and ROAS stayed stable from Phase 1 to Phase 2.

Across the full program, the provider went from underperforming its goals at the start of the partnership to achieving them.

Achieving those goals set the business up for significant growth and allowed it to remain competitive against other large players in the space.

Build a More Efficient Paid Search Program

Facing overlapping campaigns or rising competition? Talk with a strategist about a paid search program built around your growth and efficiency goals.

"*" indicates required fields