Improving Conversion Rates and ROAS for a Trusted B2B Medical Brand
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.
The Challange
Dorset Nursing Supplies had previously invested in PPC but were facing significant challenges with performance. Despite generating clicks and impressions, their campaigns weren’t translating into meaningful conversions. The cost per conversion was high-averaging £115.39—which made it difficult to justify continued spend. At the same time, their return on ad spend (ROAS) was just 207.86%, falling short of expectations and leaving little room for profit or growth.
Much of the budget was being used inefficiently, with ads reaching the wrong audiences or showing at the wrong times. They needed a smarter, more targeted approach that would drive better results and help them make the most of their online advertising investment.
The Objectives
Our main goals for the campaign were to:
- Increase online sales
- Improve cost per conversion
- Reach previous spend volumes, but in a more cost-efficient way
- Deliver a significantly higher ROAS
Cost per Conversion
Cost per conversion dropped from £115.39 to just £26.28, making the campaigns nearly 5x more efficient.
ROAS
ROAS jumped from 207.86% to 811.36%, meaning the client earned over £8 for every £1 spent on ads.
Conversion Rate
Conversion rate increased from 1.04% o 3.33% since taking over the account.
What Did We Do?
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.
Summary and Results
Our PPC strategy delivered a dramatic improvement in performance for Dorset Nursing Supplies:
Cost per conversion dropped from £115.39 to just £26.28 – making campaigns nearly 5x more efficient
ROAS increased from 207.86% to a huge 811.36%, delivering over £8 return for every £1 spent
The client was able to scale back up to previous spend levels with far greater confidence and profitability
By focusing on audience intent, product segmentation, and continuous optimisation, we helped Dorset Nursing Supplies turn their PPC campaigns around. They now enjoy stronger returns, reduced ad waste, and a reliable path to scalable growth through paid search.
