Sexual Wellness brand transformed with 6.2x ROAS.
The sexual wellness category faced several initial challenges, including a 40% rate of creative rejections, a customer acquisition cost (CAC) of ₹4,200 against a target of ₹1,800, a conversion rate stuck at 0.8%, reliance on broad targeting, and a loss of attribution, with 60% of activity occurring in incognito mode. For platform issues: On Google, Performance Max (PMax) was blocked, keyword options were limited, and only 15% of display inventory was accessible. On Meta, there were delays of 72 hours for approvals, restricted targeting capabilities, and a 60% rejection rate for video content.
In response, growth-focused interventions were implemented in three phases. Phase 1 (M1–3) involved creating compliant creative guidelines, establishing a medical-first template library, and verifying advertisers. Enhancements included adding SSL, medical badges, endorsements from doctors, and privacy policies, along with server-side tracking, post-purchase surveys, and unique codes for attribution. Phase 2 (M4–7) targeted audiences based on behavior (men aged 25-45), layered interests, life events, and lookalikes. Creatives featured testimonials from doctors, clinical studies, "Men’s Health Facts," anonymous success stories, and discreet messaging around “wellness/performance.” Phase 3 (M8–10) focused on landing pages designed to meet medical standards, prioritizing privacy, including references to studies, and offering discreet packaging and billing. The sales funnel included awareness (blogs), consideration (free tools/consultations), decision (guarantees), and retention (personalized tracking).
Results showed significant improvements: Google’s PMax ROAS increased from 1.2x to 5.8x, with Search at 7.2x and YouTube at 4.9x. Meta's Advantage+ achieved a 6.4x ROAS, with retargeting at 8.7x and video at 5.3x. Trust signals contributed to a 425% increase in conversions and a 35% reduction in CAC. The creative approval rate reached 92%, and recovery of the “dark funnel” was 75%. Over 50 educational articles generated 2.3 million organic impressions.
The category saw notable successes: Diagnostic Kits, accounting for 45% of revenue, had a ROAS of 6.8x and a CAC of ₹1,420. Supplements, making up 35%, reported a ROAS of 5.9x and a CAC of ₹1,680. Consultations, contributing 20%, recorded a ROAS of 6.5x with a CAC of ₹1,890. In terms of compliance, the category achieved 100% adherence to HIPAA standards, with no suspensions and all claims backed by clinical evidence, utilizing anonymized data with consent.
