Multi-Channel Paid Media Strategy Cuts CPMs 25% and Boosts Revenue 165%
See how multi-channel paid media took a MedTech brand from two ad platforms to five, growing revenue and cutting CPMs within health-ad policies.
THE CLIENT
A medical technology company specializing in non-invasive devices for wellness and stress management.
Our Results
165%
revenue growth year-over-year
132%
increase in purchases year-over-year
25%
reduction in overall CPMs across five platforms
Challenge
Growing beyond search meant navigating ad platforms that treated the client’s product as health-adjacent, each with its own rules.
Search was already capturing existing demand profitably for our MedTech client, but growth had to come from reaching people who had never heard of the product. That meant moving into social and discovery platforms, where health policies are strictest.
The platforms disagreed on how to classify the device: Meta restricted health-based audience targeting and certain claims, TikTok limited which ad formats were eligible, and Google required certification for specific claims. A single campaign built for one platform would be rejected or limited on another.
Additionally, four business realities raised the stakes:
- Limited creative capacity. Competitors were running 150+ new ads a month, far outpacing what the client’s team could produce.
- One product. Bundles, cross-sells, and price tests were off the table.
- One purchase per customer. The device lasts, so each new customer had to be profitable on the first order.
- Leadership needed proof. The company would only fund awareness channels after they showed they could hit profitability targets.
Approach
We treated each platform’s health policy as a design constraint and built the creative, targeting, and campaign structure around it from the start.
Each step depended on the one before it:
Map the rules before building anything: Before launching on a new platform, we documented what it allowed for the client’s product, including eligible formats, restricted claims, and targeting limits. Each new channel also passed through an evaluation framework that defined its purpose, expected outcome, budget and test window, and how success would be measured. Across every platform, ad copy avoided naming medical conditions, and formats a platform restricted were kept out of those placements. Every brief started from that map, so ads went live without reject cycles eating into the test budget.
Build creative that works within the rules, then test it: Health policies limited targeting by condition or interest, so the creative had to do the targeting. Over the course of a year, we tested newconcepts against a fixed framework. Each test isolated one variable: audience, pain point, format, or hook. That testing identified women as an underserved segment for this client with distinct stress-related pain points. Women-focused creative beat the brand’s existing hero assets on all five platforms, and early in testing, the first women-focused ads posted the lowest CPA of any ad in the account. It gave a one-product brand a second growth engine, without launching anything new.
Run broad automated campaigns seeded with first-party data: We ran TikTok Smart+ and Meta Advantage+ Shopping campaigns with broad targeting. Lookalikes built from the client’s own past-purchaser list gave the algorithms a starting signal based on real buyers, without relying on health-based interest categories. These automated campaigns consistently beat affinity audiences, and that efficiency is what let us scale across all five platforms (Google, Meta, Microsoft, TikTok, and Reddit) while holding profitability targets.
Capture the demand in search and shopping: New awareness shows up later as branded and category searches. We restructured search, shopping, Performance Max, and Demand Gen to catch those prospects and convert them. Revenue forecasting tied upper-funnel spend to downstream purchases, delivering the profitability evidence leadership needed.
Outcomes
Our multi-channel paid media strategy grew revenue 165% and purchases 132% year-over-year, with every channel holding the client’s profitability targets.
The brand went from two platforms to five without stalled launches or account-level policy problems. Impressions rose 278% while CPMs fell 25%, even as ad spend scaled. Against competitors running 150+ new ads a month, the brand earned that reach through creative efficiency, not by outspending them. Reddit, the newest platform, was profitable in its first month.
The results changed how the brand invests. What started as a pilot is now a three-to-five-year growth policy. The client hired a dedicated digital growth team, committed to a full website rebuild, and uses our projection models in board-level financial planning.
What this means for your brand: If platform health policies are limiting your growth plan, you can still scale by building the program around them.
- Start with a policy map for each platform: Knowing each platform’s format, claim, and targeting limits before launch keeps test budget from going to rejected ads.
- Use creative to find the correct audience: When you can’t target by condition, systematic creative testing shows who responds. Here, it found a segment our client had been missing.
- Seed automation with your own purchasers: First-party lookalikes give broad campaigns a strong signal without health-based interest targeting.
- Credit awareness for the searches it creates: A connected search and shopping structure, plus revenue forecasting, is what showed leadership that upper-funnel spend was profitable.
next steps
Scaling a regulated product?
Tell us where platform policies are holding your plan back. We can help.
