How NURX Increased Cash-Only Service Conversions 46%

NURX needed its paid-search strategy to reflect the different economics of cash and insurance patients. We reorganized search intent, bidding, budgets, and landing-page experiences around those buyer types. In 2022, conversions rose 46% for services that only allowed cash payment. Insurance-term conversions grew 222% year over year, non-insurance keyword conversions grew 22%, and the tested landing pages improved both CVR and CPA.

NURX Results

Key Results

Services: Digital Health, SEM, Paid Search, Shopping (PLA), YouTube

Cash-Only Conversions

46% increase in conversions for services that only allowed cash payment, measured across 2022.

Insurance Terms

222% growth year over year in conversions from insurance-related search terms.

Non-Insurance Keywords

22% growth in conversions for non-insurance-based keywords after the intent split.

Landing Page CVR

10% CVR improvement against the control landing page in the insurance-logo test.

Landing Page CPA

8% CPA improvement against that same control landing page in the insurance-logo test.

Market Context

The Challenge

NURX is a mission-driven healthcare company providing birth control, sexually transmitted infection screenings, skin care treatments, mental health support, and more.

In 2020, the global COVID-19 pandemic ushered in a new age of digital healthcare, with more D2C companies acquiring and monetizing patients through direct relationships.

As that market evolved, NURX needed to improve profitability across service lines. Cash and insurance patients carried different acquisition costs and lifetime values, so treating all search intent and customer journeys the same would not support the same business outcome.

NURX partnered with our team to optimize its SEM strategy and the landing-page paths serving those different patient groups.

Campaign Strategy

Our Solution

We created an intent-based keyword structure with three clear categories. That structure let us organize campaigns around the economics of each group, so bidding and budgets could prioritize cash-buyer acquisition while improving efficiency for insurance and neutral segments.

No-Insurance Intent

Queries that signal the patient will pay cash, including generic phrases such as without insurance.

Insurance Intent

Queries using with insurance phrasing along with the names of specific insurers.

Neutral Intent

Queries where the search gave no signal about either payment path, grouped separately so bidding stayed efficient.

Landing Page Experience

Pages for insured patients displayed recognizable insurance logos, while cash-buyer pages emphasized affordability, so the post-click message matched the payment path.

The Results

In 2022, NURX’s shift toward cash-only service lines drove a 46% increase in conversions for services that only allowed cash payment, helping improve overall profitability.

Segmenting SEM around each buyer type produced a 22% increase in conversions for non-insurance-based keywords and 222% year-over-year growth for insurance terms.

Cash-Only Conversions

46%

Increase in conversions for services that only allowed cash payment, measured across 2022.

Non-Insurance Keywords

22%

Growth in conversions for non-insurance-based keywords after the intent split.

Insurance Terms

222%

Growth year over year in conversions from insurance-related search terms.

Landing-page testing also informed NURX’s sitewide strategy. Pages featuring specific insurance-logo brands strongly outperformed the control landing page, with a 10% CVR improvement and an 8% CPA improvement. NURX then added the insurance-logo module to all main landing pages.

“I’ve worked with the OuterBox team at two different companies, and they’ve been able to scale their efforts to meet diverse needs. I’ve recommended them to dozens of colleagues, and they always thank me later. OuterBox is my secret weapon.”

Katelyn Watson
CMO

Build Paid Search Around the Buyers Behind the Query

Paid-search performance improves when campaign structure, bidding, budgets, and landing pages reflect the decisions real buyers are making. OuterBox helps healthcare and D2C teams connect search intent with clearer conversion paths and accountable media strategy. Talk with our team about improving paid-search profitability.

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