×2.9
Ads medical equipment
WordPress + WooCommerce: campaign restructuring, website optimization, and 59% lower lead cost
🏥
–59%
Lead cost
-59%
cost per lead
×3.1
conversion
Who this is for
This case study is for you if...
🏥
Medical equipment distributors
Google Ads campaigns without structure, with everything mixed into one group
🔧
B2B businesses on WordPress + WooCommerce
The website is slow, LCP is above 3 seconds, and that is killing conversion
📉
Companies with high lead costs
Lead cost keeps rising and you do not know which campaigns are working
🚀
Websites with slow load times
Forms are scattered across the site with no analytics, so you do not know where inquiries come from
See yourself in this? Keep reading: this case study shows the solution.
Context
About the project
A distributor of medical equipment serving both B2B and B2C audiences
A distributor of medical equipment serving both B2B and B2C audiences. The business runs on WordPress + WooCommerce in the Ukrainian market, targeting clinics, doctors, rehab centers, and aesthetic medicine salons.
🔥
Challenge
Campaigns had no clear structure: search, remarketing, and shopping ads were mixed together. There was no event tracking, the website was slow with LCP above 4.5 seconds, and forms were scattered across the site without analytics.
🎯
Goals
01
Increase the volume of qualified leads from the website
02
Reduce Google Ads spend
03
Speed up the site and implement analytics
Why this is hard
What can go wrong here
And why most contractors get it wrong
Campaigns without structure send the budget into a void
When search, remarketing, and shopping are mixed in one group, Google cannot optimize properly. The budget gets spread between queries like "buy ultrasound machine" and "ultrasound during pregnancy." Lead cost rises while quality falls.
How I solved it:
Split campaigns by equipment type: ultrasound, physiotherapy, rehabilitation, and cosmetology
A slow website means lost leads
An LCP of 4.5 seconds means more than half of mobile visitors leave before the page finishes loading. For B2B equipment, that is especially critical because doctors and buyers will not wait.
How I solved it:
W3 Total Cache, WebP images, and a simplified CTA flow with one form per page
Forms without analytics make optimization blind
Forms are scattered around the site and no events are tracked. You do not know which pages generate inquiries and which only collect clicks. Without server-side delivery, some conversions are not recorded at all.
How I solved it:
GA4 plus server-side Measurement Protocol for full attribution
Process
What was done
STEP 01
Google Ads restructuring
Split campaigns by equipment type such as ultrasound, physiotherapy, rehabilitation, and cosmetology. Added negative keywords like "used," "rental," and "free."
STEP 02
WordPress website optimization
Used W3 Total Cache plus Autoptimize and converted images to WebP. Simplified the CTA structure to one form per page with an auto-filled "Request pricing" button.
STEP 03
GA4 plus server-side delivery
Implemented GA4 events and server-side purchase and lead delivery via Measurement Protocol for full attribution.
STEP 04
Remarketing plus A/B testing
Launched campaigns in the Display Network and Performance Max. Ran A/B tests on product descriptions and CTAs, moving long technical content into tabs.
My approach
What I did differently
1
Campaign restructuring by equipment type
I split everything into clear groups: ultrasound, physiotherapy, rehabilitation, and cosmetology. Each group got its own budget, negative keywords such as "used," "rental," and "free," and its own bidding strategy. CTR increased by 139%.
2
WordPress optimization down to 1.8s LCP
I used W3 Total Cache plus Autoptimize and converted all images to WebP. I simplified the CTA flow to one form per page with an auto-filled "Request pricing" button. Load time dropped by 60%.
3
Server-side tracking for the full picture
I implemented GA4 with server-side purchase and lead delivery through Measurement Protocol. Now every inquiry is attributed back to a campaign, so we can see which equipment groups actually sell.
Results
Numbers that speak for themselves
+139%
CTR growth
–59%
Lower cost per lead
×3.1
Form conversion
–60%
Load time
Transformation
Before and after
CTR
1.8%
4.3%
+139%
Conversion
1.1%
3.4%
×3.1
Lead cost
₴280
₴115
-59%
LCP
4.5s
1.8s
-60%
What this means for the business
-59%
lower lead cost: from UAH 280 to UAH 115
×3.1
higher form conversion
In simple terms, the same ad budget now delivers three times more inquiries from clinics and rehabilitation centers.
Free resource
Checklist: optimizing Google Ads for B2B medical equipment
A 15-point audit checklist for B2B equipment ad campaigns, from structure to negative keywords, based on a real case with 59% lower lead cost.
- PDF, 3 pages: concrete actions with no filler
- Negative keyword list for the B2B medtech niche
- No signup, no spam
PDF
B2B Google Ads checklist
Questions
FAQ
How do you reduce lead cost in Google Ads for medical equipment?
By restructuring campaigns by equipment type, working systematically with negative keywords, and using server-side analytics. In this case, that cut lead cost from UAH 280 to UAH 115, a 59% reduction.
How do you speed up a WordPress WooCommerce site for B2B?
Use W3 Total Cache plus Autoptimize for caching, WebP for images, and simplify the CTA flow to one form per page. In this case, LCP dropped from 4.5s to 1.8s, which lowered bounce rate and increased form conversion 3.1x.
How should Google Ads campaigns be structured for B2B equipment?
Split by product type, not by campaign type. Each group needs its own budget, negative keywords, and bidding strategy. Always filter out queries like "used," "rental," and "free" because they waste budget without producing results.
More case studies
Related projects
Ready for growth?
Let's discuss your project and find the solution that works for your business.