From crisis to a 327% ROAS: Dr.Weedy. How we cut the cost per lead (CPA) 3x for a US telemedicine service
Telemedicine in the USA: how to restore profitability and scale
Key project metrics
Who the client is
GoFindDoctor (Dr.Weedy) is a telemedicine service for online medical marijuana evaluations in the USA (California, Pennsylvania and other states). The client was facing unstable results, a high cost per lead and tracking problems, which prevented scaling in a competitive niche.
What the client needed
Stabilize the Google Ads results, lower CPA to $23-$25, achieve a ROAS above 2X and scale to new states. Marketing had to be brought under control with clear KPIs for the advertising.
What we did
Audit and technical diagnosis
We found critical problems on the site: buttons not working on 20% of devices and tracking failures that were blocking conversions.
Competitor analysis
We checked competitors’ activity and pricing in order to adjust the strategy amid price dumping.
Account restructuring
We split the campaigns by query type: branded, generic and competitor, for better control and optimization.
Semantics optimization
We removed ineffective keywords and added negative keywords based on search query analysis.
A mobile-focus strategy
We found that 90% of conversions came from mobile devices, so we redirected the budget and optimization specifically to mobile traffic.
Geographic scaling
We launched campaigns in Pennsylvania and created separate campaigns for large cities (Los Angeles) on a cold audience.
Results achieved
What it gave the client
A comprehensive approach to optimization (technical diagnosis, structuring, a mobile focus) turned the crisis into sustainable growth. The client reached the planned 327% ROAS, cut the cost per lead threefold and gained the ability to scale to new states.
Screenshots and creatives
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