522.57% sales growth thanks to modernization campaigns
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Herli Medical is a Belgium-based wholesaler of medical equipment for both professionals and individuals.They offer an extensive selection of products and instruments for the care and health sector, from blood pressure monitors to sutures and examination lamps. Thanks to their years of experience and expertise, Herli Medical fulfills an important role in the medical sector.
The numbers from Herli Medical
The move to crossborder.
Herli Medical is ready to take a big crossborder leap. Herli Medical already operates in Belgium, the Netherlands and France, but now have further international expansion in their sights. They would like to expand into Germany initially, with Austria joining later.
Campaign modernization
While analyzing Herli Medical, we noticed that the campaign structure was outdated. The campaigns are built on old principles with a limited number of products per campaign and minimal use of Smart Bidding strategies. Therefore, the campaigns and associated data points are quite fragmented. Nevertheless, Herli Medical is already achieving strong results, which clearly shows how much growth potential there still is.
We start by modernizing the basics. Tracking is brought fully up-to-date so we make decisions based on reliable data. Then we merge campaigns to aggregate more data points and strengthen the learning of Google's algorithm. Where possible, we implement Smart Bidding so that bids are automatically tuned for factors such as time, location and behavior.
A key part of this approach is the launch of smart Performance Max campaigns. We divide products into two "buckets": a low-margin bucket and a high-margin bucket. Based on that, we set profitability targets and actively drive profitability. In addition, we run separate low-margin and high-margin campaigns in the Netherlands, Belgium, France, Germany, Austria and Spain. Products that perform exceptionally well receive a separate push campaign with a lower ROAS target.
Advertising with medical products requires extra care due to strict safety regulations. Within those frameworks, we deploy Performance Max campaigns and retargeting with product IDs, with a strong focus on Search and Display. For the expansion, we optimize the product feed and translate all fields and titles for Germany, Austria and Spain. In this way, Herli Medical connects optimally to the local markets and the brand can continue to grow internationally.
Huge increase in sales and increased market share in new countries.
We see a big increase in revenue. Google CPC revenue is a whopping 522.57% higher in the first half of 2024 compared to the same period in 2023, according to Google Ads. Of the Google CPC revenue, more than 88.99% comes from Belgium, the Netherlands and France. This is an increase of 5.54 times compared to the first half of 2023. In addition, 11.01% of the cpc revenue comes from countries that did not advertise before, namely Germany, Austria and Spain. Offline orders have also increased significantly due to our efforts.
All these spectacular results were achieved in just six months. Therefore, Tomahawk and Herli Medical are exploring the next steps in this success story, such as advertising on platforms outside Google and advertising in even more European countries.
Confidence drives growth and success.
"The cooperation with Herli Medical is characterized by a no-nonsense approach, complete transparency and open, flexible communication. Within a highly regulated medical market, we at Herli Medical work with an extensive and complex product portfolio, where smart segmentation and automation are hugely important. After two years of working together, we are anything but finished; together we continue to test new opportunities and products and further expand the account. It is precisely that trust and that room to continue to optimize that ensure sustainable, ongoing growth."
