How Medicura Achieved 22% Revenue Growth in Rental Products Through Improved Conversion Data and Product Bucketing
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Medicura is an organization that provides medical devices for home use. People can borrow these products for free, rent them temporarily, or purchase them outright. This allows users to continue living independently, safely, and comfortably in their own homes for longer. Medicura’s product line is available for purchase both in physical stores and online.
De cijfers van Medicura
(juni 2026 t.o.v. juni 2025)
Two challenges: invisible conversion value and limited scalability
In late 2025, Medicura approached Tomahawk with two clear challenges.
First, it was difficult to gain insight into the value of rental and loan requests. With a regular online store, the amount charged tells Google immediately what a purchase is worth. For a free loan request, the system therefore records €0, even though Medicura actually earns money from that request through insurance. As a result, the SEA campaigns focused on generating as many requests as possible at a reasonable cost, without distinguishing between requests that yielded little and those that yielded a lot. This made it more difficult to scale the loan campaigns.
Second, there was a goal to increase revenue for both rental and retail items. The existing Performance Max campaigns were structured around product margins, which made sense since the required return on investment was clear for each campaign. However, this structure hindered growth. Performance Max allocated the majority of the budget to a handful of bestsellers. The rest of the product range didn’t get enough exposure, leaving a lot of growth potential untapped.
Offline Conversion Tracking: Revealing the True Value
To feed the algorithm better data, we switched to Offline Conversion Tracking. Here’s how it works: When someone submits a loan or rental request on the website, that click is assigned a unique code. We store that code along with the request in Medicura’s CRM system. As soon as the request has been processed internally and its actual value is clear, we automatically send that same code—now including the actual value—back to Google Ads. This way, Google can still determine exactly which click led to which valuable request, even if that wasn’t apparent at the time of the click itself.
This way, we not only made it clear that someone had submitted a request, but also how valuable that request was. As a result, we were able to shift our bidding strategy from volume to return on investment: Google learned which search queries and target audiences generated truly valuable conversions, rather than simply the most conversions.
Hero vs. Sidekick: Getting a Handle on Budget Allocation
To meet our growth targets for product sales, we also needed to gain better control over budget allocation. The key lay in a “Hero vs. Sidekick” structure, also known as product bucketing. In this approach, products are categorized based on performance, allowing us to implement a specific strategy for each group. Instead of letting Google determine this on its own, we built a system that evaluates each product based on its performance over the past 90 days.
Products were categorized based on advertising costs, conversions, and ROAS (Return on Ad Spend). This identified proven winners, products with potential, products that consumed budget but yielded little return, and products that barely performed. Winners were given their own campaign with a specific return target to scale up profitably. The underperforming product line was allocated its own, protected budget, separate from the bestsellers. This allowed the algorithm to explore the rest of the catalog without compromising the bestsellers.
International growth in figures
The impact of the offline conversion tracking and the new Hero vs. Sidekick structure was immediately apparent in the first eight weeks after going live. We regained control over budget allocation and were able to focus much more precisely on value.
Significantly less budget waste
The share of spending allocated to underperformers (products that cost money but yield little return) was nearly halved, from approximately 30% to 17%.
Maximum focus on top performers
The budget for the absolute top performers—the heroes—grew to 50% of total spend. The algorithm is now investing primarily in products with a proven high margin and ROAS.
A Place for the Underdogs
The budget for the Potential bucket (products with high potential) more than doubled. The category that Google had previously neglected is now generating additional revenue.
The experience of the specialist
“It’s always nerve-wracking to switch to a new system like this. We didn’t just overhaul the entire account structure—we also completely changed the way we measure conversions. It’s fantastic that such a drastic change has delivered exactly the results we wanted. But the best part is definitely the almost blind trust Medicura placed in us from day one to implement this change in direction. That makes our partnership not only successful but also incredibly valuable. As a result, our communication always feels organic (even when we’re discussing paid campaigns).”
Jorn – SEA Marketer at Tomahawk
Customer experience
“At Tomahawk, the lines of communication are short, and I know exactly who’s at the helm. They respond quickly and have a wealth of expertise, especially in the areas of tracking and campaign optimization. I’m impressed by how much value they place on conversions that were previously difficult to measure, such as loans and forms. This allows us to focus our growth efforts much more effectively.”
Remco, Medicura
