Boosting At-Home COPD Test Kit Orders with a 43% Lower Cost Per Order

Ad.com partnered with Grifols to drive orders of at-home genetic COPD test kits, surpassing performance targets typically set by search engines. Through a strategic and data-driven approach, the campaign successfully expanded orders while meeting cost and quality objectives.

✓ Goal: Drive incremental test kit orders outside of Google and Bing, targeting a cost per test kit ordered (CPTKO) of $100 or less.

✓ Efficiency: Ad.com achieved an average CPTKO of $56.37, reducing costs by 43% compared to Google and Bing.

✓ Volume: Over 18 months, the campaign generated 2,193 test kit orders, leading to a fivefold budget increase during peak periods.

✓ Quality: Test kit return rate remained on par with Google and Bing, ensuring high-quality engagement at scale.