4× more contactsAppliance repair services · Poland
Case study
How a medical ecommerce store reached a 12% conversion rate
We ran Google Ads for an online store selling medical products, in a market with its own advertising restrictions. With Performance Max as the main channel and a simpler purchase path, the store reached a 12% conversion rate and online sales grew by 95%.
Google AdsPerformance MaxGoogle ShoppingNot disclosed
12%
conversion rate
+95%
online sales
- Industry
- Medical ecommerce
- Market
- Not disclosed
- Channels
- Google Ads, Performance Max, Google Shopping
The client and the goal
The client is an online store selling medical products. We keep the name private, and the results below are shown as reported.
The client wanted to increase sales. Two things stood in the way: the cost of a click was high, and users often abandoned the purchase process.
The challenge: selling medical products online
The medical market has its own advertising restrictions. That means ecommerce campaigns in this sector need a precise strategy rather than broad reach.
A high cost per click makes every visit expensive, and an abandoned purchase wastes it. The work therefore had two sides: bring in better visitors, and make it easier for them to finish the purchase.
What we did: the purchase path and Performance Max
We worked on the shop experience and on the campaigns together. Four workstreams carried the work.
UX optimisation in the shop
We simplified the purchase process and introduced dynamic product recommendations. When a shop loses buyers at checkout, a CRO audit is usually where we start.
Performance Max as the main ad channel
We optimised the campaigns around users' real purchase intent. See how we run Performance Max.
Product ad tests in Google Shopping
We improved product descriptions and images, which increased CTR. This is the core of any Google Shopping set-up.
Audience segmentation
We reached the users with a high probability of buying.
Results: maximising conversion and sales
12%
conversion rate
+95%
online sales
Lower
advertising cost
What drove the results
Conversion rate. The store reached a 12% conversion rate: users who reached the site bought far more often.
Online sales. Online sales grew by 95%. Effective campaign optimisation led to more transactions.
Advertising cost. Performance Max delivered higher budget efficiency, which brought lower advertising costs.
How the pieces fit. The UX changes were aimed at making each visit more likely to end in a purchase, while Performance Max, Google Shopping and segmentation were aimed at sending the right visitors to the shop.
Key terms
The terms used in this case study, in plain language.
| Term | What it means |
|---|---|
| Performance Max | Google Ads campaigns that optimise results across many platforms. |
| Google Shopping | Product ads in Google search. |
| UX (user experience) | How users experience the online shop. |
| Audience segmentation | Dividing users into groups with different purchase intent. |
| CTR (click-through rate) | The rate at which people click an ad. |
The takeaway
Selling medical products online successfully takes a strategic approach. The key is an optimised purchase path and precise ads.
Want to sell more from the same traffic?
If you run an ecommerce business in a regulated or competitive niche, we can show you where visitors drop out. Start with a free audit or talk to us about your goals.
Turn more visits into sales
Tell us about your shop and your sector. We will show you what we would change first.
Get a free audit
