How We Helped A Healthcare Company Get 94% More Conversions Over The Period Of 1 Year.

Overview & Challenge

The client operates as an e-commerce platform offering disability and home care equipment for both sale and rental purposes. 

The account structure solely relied on standard shopping and search campaigns, categorized by specific product types.

However, due to the inadequate implementation of the privacy consent form, nearly half of the conversions could not be attributed to their respective channels. Furthermore, the implementation of conversion tracking was insufficient. The majority of sales occurred offline because of the relatively high average price, which resulted in a significant number of missed signals fed to the Google algorithm.

The Solution

Account Restructure

The account was structured by product, brand, and non-brand campaigns. Pmax campaigns targeted product categories.
The Merchant Center feed was optimized, and a GDPR-compliant form cut unassigned traffic from 50% to 8%.

Offline Conversions Tracking

Conversion prioritization was adjusted with enhanced tracking set up.
Dynamic remarketing and call tracking for offline conversions were implemented.

Microsoft Ads Set Up

Standard shopping campaigns with enhanced CPC bidding were established using a "search query filtering" system.
Search ads supported these campaigns, with bid adjustments for optimized targeting

The Results

The Number of Conversions Increased

The implementation of a new campaign structure, together with the implementation of GDPR-compliant forms resulted in an upsurge of relevant traffic, leading to a notable increase of 94% in the volume of conversions during the period displayed in the chart.

Conversion value increased with positive ROAS

On average, there was a 436% ROAS during the period displayed on the Google ads account, increasing in conversions. Besides, the Microsoft Ads account yielded a total revenue of 10,528 GBP within a period of fewer than three months, achieving a ROAS of 308%.

Strong Analytics Provided

Google Analytics was set up with enhanced conversion reporting. The received call analysis was also used to identify and qualify offline leads.