1. Introduction & Context
BioVita is a health and wellness brand specializing in supplements for women over 40. Their flagship product, Menofem, is a natural supplement designed to alleviate menopause symptoms such as hot flashes, night sweats, and hormonal imbalances.
Despite a growing demand for menopause relief solutions, BioVita’s PPC campaigns were underperforming, leading to increasing CPAs and stagnant growth. The brand needed a strategy overhaul to make Google Ads a profitable acquisition channel.
2. The Challenge: Rising CPAs and Declining Ad Performance
Before implementing a new strategy, Menofem’s Google Ads faced three major roadblocks:
- High Cost Per Acquisition (CPA): Ads were acquiring customers at an unsustainable $45 CPA, leaving little room for profit.
- Low Click-Through Rate (CTR): CTR had dropped from 3.2% to 1.5%, leading to higher costs and lower ad relevance scores.
- Poor Audience Targeting: Campaigns were running on broad match keywords, attracting unqualified traffic that didn’t convert.
With these challenges, scaling profitably seemed nearly impossible.
Category
PPC/SEM
Clients
BioVita
Location
Casablanca, Morocco
Led & Executed by:
Mohamed Chourouki
3. The Strategy & Execution
To turn performance around, we developed a data-driven Google Ads strategy focused on three key areas:
Phase 1: Keyword Optimization & Intent Segmentation
✅ Transitioned from Broad Match to High-Intent Keywords
- Conducted a deep-dive keyword audit, identifying low-performing, high-CPC terms to remove.
- Focused on long-tail, intent-driven keywords such as:
- “Best natural menopause supplements”
- “Menopause relief vitamins”
- “How to stop hot flashes naturally”
- Introduced Phrase Match and Exact Match targeting to refine audience quality.
✅ Negative Keyword Expansion
- Excluded irrelevant searches like “free menopause supplements” and “hormone replacement therapy”, reducing wasted spend by 27%.
Phase 2: AI-Optimized Ad Copy & Dynamic Creatives
✅ Tested AI-Generated Ad Copy Variants
- Created five ad variations per ad group using AI-generated copy focused on benefits (e.g., “Stop Hot Flashes in 7 Days – Clinically Proven”).
- A/B tested emotional vs. logical messaging, finding that problem-agitation-solution (PAS) copy increased CTR by 41%.
✅ Utilized Responsive Search Ads (RSAs)
- Deployed Google’s RSA format, allowing machine learning to determine the most effective headlines and descriptions.
Phase 3: Landing Page Optimization & Retargeting Strategy
✅ Landing Page Enhancements for Higher Conversions
- Redesigned the landing page with:
- Clear CTA placement above the fold
- Before-and-after testimonials from real users
- Trust signals (certifications, clinical backing, and money-back guarantees)
- A/B tested landing pages, increasing conversion rates from 1.8% to 3.9%.
✅ Smart Retargeting Campaigns
- Implemented Google Display Network (GDN) and YouTube retargeting to re-engage users who didn’t convert on the first visit.
- Created custom audience segments based on page engagement and shopping cart behavior.
Phase 4: Smart Bidding & Budget Scaling
✅ Shifted to Target ROAS & Max Conversion Strategies
- Started with Manual CPC to gather initial data, then transitioned to Target ROAS bidding, optimizing for high-value conversions.
Daily budget increases of 15% ensured a smooth scaling process.
4. Challenges & Roadblocks Encountered
🚧 Initial Learning Phase Struggles:
- When shifting to Target ROAS bidding, CPA temporarily increased before stabilizing. Solution: We adjusted conversion tracking attribution to ensure accurate bid optimization.
🚧 Ad Disapprovals Due to Health Claims:
Google flagged ads for medical claims. Solution: Reframed messaging to focus on lifestyle benefits rather than medical claims (e.g., “Support Your Menopause Journey” instead of “Stop Menopause Symptoms”).
5. Results & Performance Impact
Before vs. After Data Comparison (60 Days of Execution):
Metric | Before (Baseline) | After (60 Days) | Improvement % |
CPA | $45 | $18 | 🔽 -60% |
CTR | 1.5% | 4.7% | 🔼 +213% |
ROAS | 1.2x | 4.8x | 🔼 +300% |
Conversion Rate | 1.8% | 3.9% | 🔼 +116% |
Ad Spend Efficiency | – | +47% | 🔼 More Conversions for Same Budget |
6. Key Takeaways & Lessons Learned
✅ Keyword intent is everything: Transitioning to long-tail, high-intent keywords drastically improved conversion rates.
✅ AI-driven ad copy improves engagement: Responsive Search Ads combined with AI-generated variations led to a 41% CTR increase.
✅ Smart bidding requires patience: Switching to Target ROAS bidding initially increased CPA, but over time, it stabilized and improved profitability.
✅ Landing pages matter: A/B testing improved conversion rates by 116%, proving that ad performance alone isn’t enough.
7. Conclusion & Final Thoughts
By leveraging data-driven audience segmentation, AI-optimized ad creatives, and smart bidding strategies, we transformed BioVita’s Google Ads from a high-cost, low-profit channel into a scalable, high-ROAS acquisition engine.
This case study highlights how a strategic approach to PPC—focusing on intent-based keyword targeting, AI-driven ad optimization, and CRO—can significantly improve ad performance and business profitability.
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