How Strategic PPC Optimization Drove 31% Sales Growth for a Medical Supplies Brand

65%

Surge in Search Queries

78%

Reduction in Manual Cataloging

52%

Improved Resource Utilization

Project Overview

Despite being a trusted name in medical supplies with a strong product catalog and industry reputation, our client faced an ongoing challenge—Amazon sales were falling short of their true market potential. With healthcare investments on the rise, the opportunity to scale was clear, yet their current strategy wasn’t unlocking this growth.

What was missing? Our goal was to refine their PPC approach, fine-tune ad targeting, and optimize conversions, but the real question was—how could our Amazon advertising services transform their stagnant performance into sustained, scalable growth? The answer lay in strategic adjustments and a tailored approach to PPC campaign optimization to maximize both performance and ROI.

Client Background

Trusted Medical Supply Provider

Based in the US, our client has been a trusted supplier of hospital-grade and personal-use medical supplies for almost two decades. With a dedicated eCommerce website and Amazon storefront, the company serves a wide array of clinical environments, including home-care settings, outpatient clinics, ICUs, laboratories, rehabilitation centers, and hospitals.

Project Requirements

Boosting Amazon Sales through Data-Driven PPC Strategy

Despite a growing North American medical supplies market—driven by rising healthcare investments, evolving population demographics, and increased focus on long-term care—the client faced underperformance on Amazon. With both personal and institutional healthcare spending increasing, the client was well-positioned to benefit. However, despite having a strong product catalog and efficient inventory management, the brand was not fully capitalizing on Amazon's market potential, with sales remaining stagnant. The client needed to address inconsistent performance and unlock growth on the platform. The main objective was to optimize their Amazon PPC campaigns to revive sales and scale revenue, using data-driven insights to improve their marketing strategies.

Key Project Requirements:

  • Audit the client's historical Amazon performance
  • Identify marketplace-specific challenges hindering sales growth
  • Full-fledged Amazon PPC management to drive consistent sales
  • Optimize ad targeting and segmentation for better ROI
  • Ensure sustained revenue growth and profitability on Amazon
  • Address listing suppressions and compliance hurdles within the medical supplies category

Project Challenges

Navigating a Highly Competitive and Regulated Market

Our initial analysis revealed a business operating below its potential, with multiple performance indicators signaling the need for strategic intervention. The client's Amazon presence, while established, was characterized by declining metrics and missed opportunities across several critical areas.

Conversion tracking showed a troubling downward trajectory that persisted despite the client maintaining competitive pricing strategies and offering a well-diversified product portfolio.

  • Sales data revealed an unhealthy reliance on paid advertising for growth, with organic traffic contributing minimally to overall revenue generation.
  • PPC performance analysis uncovered inefficient campaign structures—generic targeting and poor optimization were consuming budget while delivering subpar returns.
  • Brand performance metrics were particularly concerning, showing virtually no dedicated brand search traffic despite the client's established Amazon presence, indicating a complete absence of brand recognition in their target market.
  • Audience analysis demonstrated limited reach beyond their core niche, creating a growth bottleneck that prevented meaningful scaling opportunities.
  • Campaign performance history showed no evidence of systematic testing or optimization efforts, representing countless missed opportunities for improvement.

The medical supplies sector on Amazon operates as a highly competitive market where established sellers have secured dominant positions in organic search results, leaving limited opportunities for visibility among newer or mid-level competitors.

Amazon's frequent policy updates for medical supplies created ongoing operational hurdles, requiring constant monitoring and adaptation to stay compliant. The medical category is also prone to listing suppressions (due to a highly regulated niche), which made maintaining consistent product visibility unpredictable.

Most critically, rising cost-per-click rates across the sector, combined with the client's low conversion rates, created inefficient ad spend that was generating diminishing returns. This underlined the critical need for Amazon growth solutions to drive performance and overcome these barriers.

Our Solution

Enhancing Sales Performance through Strategic PPC Optimization

01

Addressing Stagnant Sales with Targeted PPC Strategy

The client’s advertising campaigns lacked creative innovation and relied too heavily on pre-established templates. The customer persona was poorly defined, and the PPC campaigns lacked a clear unique selling proposition (USP), making both the ads and landing pages less effective at driving conversions. As a result, the client struggled to attract repeat customers, and the cart abandonment rate was significantly high.

What We Did:

  • Refined PPC targeting to focus on specific U.S. geographies and audience segments, including institutional buyers and recurring purchases via Amazon subscriptions.
  • Launched campaigns tailored to end-use, such as self-use medical devices versus clinic-grade equipment.
  • Offered PPC remarketing services to re-engage warm audiences who had interacted with product pages but didn't convert.
  • Designed Sponsored Product campaigns addressing buyer pain points with persuasive ad displays and curated product images.
  • Enhanced product listings with A+ content, explainer videos, lifestyle images, and branding banners to support ad-driven traffic and improve conversion rates.

02

Maximizing ROI on Paid Ads with Strategic Adjustments

The client's PPC campaigns were acquiring clicks, but conversions were slow, indicating that the focus needed to shift from merely attracting traffic to driving actual sales. Although the ads were reaching the right audience, they weren’t performing as effectively as they should. High-performance ads should focus on sales, supported by branding efforts, and constantly optimized for improving ROI of PPC campaigns. After analyzing the campaigns, we determined that some required fine-tuning to improve their effectiveness, while others were underperforming and needed to be paused to avoid wasting the budget.

What We Did:

  • Excluded non-converting ads and used A/B testing to identify which keywords and ad copies were more effective in engaging the audience.
  • Optimized the landing pages, as a part of CRO services, to align better with campaign goals, ensuring they were more conversion-friendly by improving the user experience and simplifying the conversion process.
  • Segmented campaigns based on objectives such as sales promotion, product value communication, and branding, while tailoring campaigns for specific product categories, such as personal-use medical devices for home care vs. professional-grade medical equipment for hospital settings.
  • Explored various ad placements, testing top-of-search visibility versus product detail page ads, and removed keyword overlaps across campaigns to prevent internal competition, defining distinct keyword sets for each ad type (Sponsored Products, Sponsored Brands, and Sponsored Display).

03

Driving Better ROAS through Comprehensive Campaign Support

Amazon marketing strategies need more than aggressive bidding. While the client’s PPC campaigns generated clicks, they lacked support from optimized product pages and an effective storefront, which limited conversions. Our experts optimized PPC campaigns by supporting them with well-optimized listings and a redesigned storefront. This allowed them to effectively cross-promote underperforming products and upsell other relevant items.

What We Did:

  • Applied special coupons and deals across product listings to reduce dependency on paid campaigns and re-engage repeat visitors, first-time shoppers, and price-conscious buyers.
  • Created product bundles by combining slow-moving SKUs with bestsellers, packaged in compelling 7-day deals and Lightning Deals formats to boost sales velocity.
  • Focused on an organic boost by utilizing follow-up messaging and product review requests through Amazon’s customer care team, generating genuine reviews to enhance social proof.
  • Optimized video extensions for Sponsored Brands and Sponsored Display ads by editing videos that highlighted key product features and brand appeal, ensuring the use of high-impact keywords to improve engagement.
  • Engaged in brand storytelling by creating tailored brand stories for each product category, increasing brand literacy and discoverability across Amazon.

04

Competitive Edge through Market Intelligence

The client lacked insight into how competitors were positioning themselves, which left them reactive rather than proactive. With aggressive pricing and frequent promotional disruptions in the medical supplies category, it was essential to understand competitor activity and market trends. To stay competitive, the client needed better market intelligence, competitor monitoring, and a more agile strategy. To address this, our experts implemented a robust market intelligence strategy, conducting thorough PPC competitor analysis.

What We Did:

  • Identified established market leaders versus short-term competitors to focus on tracking the most relevant players.
  • Analyzed top-performing competitor listings and conducted PPC keyword research to incorporate high-performing search terms into both organic and PPC strategies.
  • Compared organic and paid keyword rankings to adjust bids based on competitive performance.
  • Tracked competitor discounts, promotions, and pricing tactics to align the client’s promotional efforts and optimize timing.

Project Outcomes

Significant Growth Across Key Performance Indicators

Order Product Sales

30.99%

increase, from $429,158.82 to $562,191.07

A substantial rise in sales, reflecting strong growth in revenue generation.

Units Ordered

37.07%

increase, from 15,033 units to 20,607 units

A notable boost in the number of units ordered, highlighting a surge in demand.

Total Number of Order Items

29.52%

increase, from 13,587 items to 17,598 items

A significant growth in order items, indicating higher product variety being purchased.

Sessions

30.56%

increase, from 142,631 to 186,226

Enhanced website engagement, leading to more user interactions and visits.

TACoS (Total Advertising Cost of Sale)

23.60%

decrease, from 4.66% to 3.56%

Improved ad efficiency with a decrease in TACoS, showing better return on advertising spend.

Paying for Clicks That Don't Convert?

Get strategic PPC management support that minimizes ad drain, drives relevant traffic, and boosts sales. Email us at info@data4amazon.com

Email logoFree Sample