Double-digit ROAS every single month for six months running, in a sensitive category most advertisers avoid.

The situation

Medical and homecare is not a category you scale by shouting louder. The buyer is usually a carer or an older adult making a considered, often emotional purchase. Trust matters more than novelty, health-adjacent advertising carries real policy constraints, and there is little room for wasted spend. The brief was never one strong month. It was an account that behaves the same way every month.

What we did

• Structured the account around intent: branded and category Search for people who already know what they need, and Performance Max split by product line, each with its own target ROAS so budget follows margin.
• Cleaned and enriched the Merchant Center feed with accurate titles, attributes and categories, so Shopping and Performance Max had reliable data to bid on.
• Set up email flows to drive repeat orders, which matters in a category with genuine repeat-purchase demand.
• Implemented value-based tracking so bidding optimised towards revenue, not raw clicks.

The result

Six consecutive months of double-digit ROAS, between 10.1x and 14.1x. Over 2.1 billion COP in revenue and close to 7,800 orders across the six months, holding around 1,300 orders a month. Peak efficiency of 14.1x through the busiest, most competitive trading window of the year. Anyone can catch one strong month. Holding 10x and above for six in a row, through the peak season and the quiet one, is what proves the performance is structural rather than luck.