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Improving Conversion Rates and ROAS for a Trusted B2B Medical Brand

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Improving Conversion Rates and ROAS for a Trusted B2B Medical Brand

Provided Services

PPC Strategy & Restructure

Search & Smart Shopping Campaigns

Product Segmentation

Ongoing Optimisation

Overview

Dorset Nursing Supplies is a long-standing, family-owned business with a trusted reputation in the NHS and care sector. Since 1985, they’ve been supplying a wide range of medical equipment and products to care homes, surgeries, schools, hospitals, and the general public. Their offering includes everything from incontinence products and mobility aids to janitorial supplies and PPE.

While the business was already well established, they came to us looking to take their online advertising to the next level. They’d previously run PPC campaigns but were seeing high costs per conversion and low return on ad spend. They wanted expert support to help turn this around.

Objectives

Our main goals for the campaign were to:

  • Increase online sales
  • Lower cost per sale
  • Reach previous spend volumes, but in a more cost-efficient way
  • Deliver a significantly higher ROAS
Cost per Conversion
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ROAS
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Strategy

We created a PPC strategy that focused on quality over quantity – connecting Dorset Nursing Supplies with people who were more likely to convert.

Here’s how we did it:

  • Product segmentation: We broke their product range into key categories, prioritising top-selling and high-converting items.
  • Campaign timing: Ads were served at optimal times, based on buyer behaviour and product relevance.
  • Search and Smart Shopping campaigns: We used a mix of intent-driven search campaigns and performance-focused Smart Shopping to increase visibility and conversions.
  • Ongoing optimisation: Regular reviews and refinements ensured budget was always being directed where it could deliver the best results.
Papers all over a table, with data, and people looking at it

Results

Our PPC strategy delivered a dramatic turnaround for Dorset Nursing Supplies, cutting cost per conversion from £115.39 to just £20.48 and boosting ROAS from 207.86% to an impressive 1114.84%, generating over £8 for every £1 spent. By focusing on audience intent, product segmentation, and continuous optimisation, we transformed their campaigns into a cost-efficient, high-performing channel. This allowed the client to confidently scale spend back to previous levels while enjoying stronger returns, reduced ad waste, and a clear path to sustainable growth through paid search.

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Hand of a person holding the phone with interactions form the campaign
Open laptop with statistics

Summary

Dorset Nursing Supplies needed a smarter, more efficient PPC approach – and we delivered. By focusing on intent-led targeting, product prioritisation, and ongoing optimisation, we built a strategy that drives sustainable growth and lasting profitability.

Why Work with Us?


At CMe Media, we take the time to understand your business, your customers, and your goals. Our team focuses on building strategies that cut wasted spend and deliver results that matter. From PPC and SEO to social and offline campaigns, we’ll help you grow in a way that feels right for your business.

Let’s Chat

Want results like Dorset Nursing Supplies? Get in touch with us today and let’s talk about how we can make your marketing work harder.

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