From 0.75x to 3.73x ROAS — without lifting the budget cap.
AlekPharm is a pharma e-commerce brand. In 6 months we restructured their Google Ads and Meta campaigns from near-zero return to a 3.73x ROAS and +584.5% conversion value — while spend grew by only 38%.
A pharma brand spending on ads — but losing money on every click.
Before Creative Brackets, AlekPharm's Google Ads were running at 0.75x ROAS. For every euro spent, they were getting back 75 cents.
AlekPharm operates a direct-to-consumer e-commerce shop selling supplements, cosmetics, and OTC products. They had Google Ads and Meta campaigns running but with no coherent structure — broad match keywords, no negative keyword lists, underoptimised bidding strategies, and no conversion tracking aligned to actual revenue.
"Every ad click was costing us more than it returned. We knew something was wrong but couldn't pinpoint it."
Three problems compounding each other.
The account wasn't just underperforming — it was structured in a way that made improvement difficult.
Conversion events were firing on page views and micro-engagements, not actual purchases. Google was optimising for the wrong signal.
Multiple ad groups were bidding against each other. Budget was being consumed by broad match terms with no commercial intent.
Meta campaigns were running without proper funnel separation — cold audiences and warm retargeting were mixed in the same ad sets.
A full account restructure, not a tweak.
We didn't adjust bids. We rebuilt the account from the tracking layer up.
Rebuilt conversion tracking via Google Tag Manager to fire only on confirmed purchase events with accurate revenue values passed.
Collapsed 14 overlapping ad groups into 6 tightly themed campaigns aligned to product category and intent stage.
Built a 400+ negative keyword list to eliminate non-converting traffic and stop budget bleed from informational queries.
Migrated from Manual CPC to Target ROAS bidding once clean conversion data was established. Let the algorithm work with real signals.
Separated cold acquisition from retargeting. Built a three-stage funnel: awareness, consideration, and purchase — with distinct creatives per stage.
Replaced generic product images with outcome-focused ad copy and visuals. Tested 3 creative directions per funnel stage.
Established a monthly reporting cadence with clear KPIs — ROAS, CPP, conversion rate — linked directly to ad spend decisions.
+584.5% conversion value. Same platform, rebuilt from scratch.
Comparing the first 6 months (pre-restructure) against the second 6 months (post-restructure).
6-month period comparison — before and after account restructure
"Conversions" in Google Ads are counted per transaction line item — a customer buying 3 products registers as 3 conversions. This is why the conversion count and purchase count differ between Google and Meta.
Conversion value reflects the actual revenue passed to Google from completed purchase events. Before the restructure, this tracking was broken — the 0.75x figure is a conservative estimate based on available data.
+37.4% more purchases. −34.9% lower cost per purchase.
Comparing the same 6-month periods across Meta (Facebook + Instagram) campaigns.
6-month period comparison — before and after funnel restructure
AlekPharm's Meta pixel was not configured to pass purchase values — only purchase events were tracked. This is common on older Meta setups where the pixel fires on 'Purchase' but the value parameter is empty.
We flagged this during the audit. A full Meta Conversions API integration was scoped for phase 2. Purchase count and CPP are the reliable metrics here.
The account now funds itself — and then some.
After 12 months, AlekPharm's combined paid media operation moved from a cost centre to a measurable growth driver. The 3.73x Google ROAS means every €1 spent returns €3.73 in tracked revenue.
On Meta, they're acquiring customers at 34.9% lower cost while volume increased by 37.4%. The structural improvements — tracking, segmentation, creative — compound over time.
Up from 0.75x at the start of engagement
Google Ads revenue tracked, period-on-period
More purchases at lower cost, same budget window
Meta cost per purchase, before vs. after
We audit, restructure, and scale. No retainer lock-in.
If your Google Ads or Meta campaigns aren't returning what they should, the problem is almost always structural. We find it, fix it, and hand you the keys.
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