Google Ads for Medical Utilities

Project Description

I rescued a medical utilities account by implementing a "Product Bucket" strategy to eliminate budget waste. By identifying "Villain" products that spent $1,000+ with zero sales and reallocating that budget to proven winners, I secured the client's retention. The optimization resulted in a 70% ROAS increase, 39 additional sales, and +$4.4k in conversion value, transforming a stagnant catalog into a high-performance sales engine.

The Goal
The primary objective was to aggressively trim wasted ad spend on underperforming medical products while identifying and scaling "best-seller" inventory. The client required a strategy that maximized every dollar of spend to ensure a sustainable and profitable outcome for their e-commerce catalog.

The Challenge

This was a high-pressure turnaround project where the client had issued a clear ultimatum: significantly increase ROAS or terminate the engagement. The account was suffering from "budget bleeding," where a large portion of the daily spend was being consumed by products that had high click volume but zero conversion intent.

The Result

Immediate Efficiency: By cutting the "Villain" spend, the overall account health improved overnight, allowing the budget to be funneled into proven winners.
Performance Surge: The project delivered a 70% increase in ROAS and generated an additional $4.4k in conversion value from the optimized segments.
Growth: Successfully captured 39 additional high-value sales within the first optimization cycle, securing the client's trust and long-term partnership.