How We Scaled E-commerce in Pharma: 400+ Buy Clicks on a $1,300 Budget

Key challenges before launch

• no stable purchase tracking
• it was impossible to optimize correctly for Purchase
• a long decision-making cycle
• part of the sales did not show up in analytics

Because of this, standard purchase optimization did not work.

Changing the optimization strategy

Instead of optimizing for purchases or Add to Cart, we chose a different logic: ads led to a pre-landing page, where the key target action was a click on the “Buy” button. After that, the user went to a distributor or pharmacy service website, including Tabletki.ua, where the purchase could be completed.

Work with the funnel

The main focus was the middle of the funnel: we did not just drive users to a website, but took them through the pre-landing page to the target action — a click on the “Buy” button — followed by a transition to the pharmacy or distributor site.

Accounting for niche specifics

We took into account that some users do not buy right away: some go to pharmacy services, some buy later, and some choose offline pharmacies or marketplaces.

Because of this, a significant share of sales did not appear in analytics, so ad effectiveness had to be evaluated more broadly than just by the figures inside the ad account.

Results

434+ clicks on the “Buy” button

average cost: ~$2.5–$3

total budget: ~$1,320

What worked

• a pre-landing page as an intermediate warm-up stage
• a click on the “Buy” button as the proxy conversion
• adapting the strategy to real user behavior in pharma
• working with demand, not only with direct sales