Pharmex Direct

The situation

Pharmacy is one of the hardest categories to advertise in. Google's healthcare and medicines policies restrict what a product can be called and how it can be described, and a disapproval can take a product line off the air for a week. The account's answer was not volume. It was a small, carefully structured spend with a single product line — Proktis-M — tested across several campaign variants until the ones that cleared policy and converted were the ones carrying the budget.

What we did

• Built the account around Performance Max on the full product set, with a separate no-listing variant for the restricted lines
• Ran the Proktis-M line as a sequence of deliberately numbered CPC tests rather than a single campaign
• Separated brand search from non-brand search, so the non-brand spend was judged on its own merits
• Held spend small while structure was proven, then let it rise with the return rather than ahead of it

What came back

The panel records CA$903.58 in cost against CA$27,454.96 in conversion value — 30.38 conversion value per cost, on 63.99 conversions. The prior period ran at 14.88, so the return roughly doubled. What makes it worth reading is the direction of travel: cost rose CA$212.77 over the same comparison, and the return still doubled. A return that climbs while spend is being cut usually means the cheap half of the account was switched off. This one climbed while spend grew.