Scaling Healthcare Paid Ads with Meta & Google

Scaling Healthcare Paid Acquisition via Meta & Google Ads

437% increase in purchases
16% improvement in CPA

Objectives

Attracting new customers and efficiently growing paid advertising campaigns

Industry

Technology

About the Client

Eli Health is a healthcare technology company providing at-home hormone monitoring solutions. Through its subscription service, users can track biomarker trends, receive insights, and access personalized recommendations, helping them make informed decisions about stress, sleep, metabolism, and reproductive health.

By combining clinically validated methods with patented technology, the platform delivers lab-grade accuracy from home. With continuous monitoring and tailored guidance, Eli Health empowers users to take a proactive, data-driven approach to managing their health and well-being over time.

Challenges

These factors limited the client’s paid acquisition scale:

Market entry and pricing pressure. As a new healthcare brand offering a premium product, Eli Health faced cautious behavior from first-time buyers
Rising traffic costs. Strong competition and limited ad space on healthcare-approved platforms kept Meta and Google acquisition costs high
Platform policy restrictions. Strict healthcare regulations limited optimization events, targeting, remarketing, and creative formats, making scaling harder
Unstable conversion rates. Frequent product page testing caused CVR fluctuations, complicating forecasting and budget allocation
Limited scaling potential. Advertising restrictions for subscription products and limited high-intent search traffic capped traffic and conversions

Solution

Campaign strategy

Account structure setup
New ad creative launch
A/B testing of creatives and landing pages
Traffic and audience optimization
Budget and bid management

We built Eli Health’s advertising infrastructure from the ground up, focusing on traffic cost control, algorithm training, creative optimization, and overall performance improvement. Our strategy was carefully implemented gradually across both Meta Ads and Google Ads, ensuring sustainable scaling despite tight platform restrictions.

For Meta Ads, the team structured accounts and campaigns to optimize delivery and control CPA. We applied gender and placement restrictions, tested ABS strategies, and set cost caps. At the same time, we launched new campaigns for specific products and audiences, continuously refreshing and testing creatives to boost engagement and conversions.

Google Ads campaigns were structured by user intent and funnel stage, leveraging Search, Demand Gen, and Performance Max to expand reach. CPC caps kept costs under control, while Add to Cart and Begin Checkout events provided extra signals for algorithm learning, and ad copy and creative assets were continuously tested for effectiveness.

Throughout the project, VIDEN provided ongoing recommendations, tailored messaging and visuals for different audience segments, and continuously refined campaign structure and bidding. By scaling gradually, we increased volumes without raising acquisition costs, even under strict platform restrictions and fluctuating CVR.