Case 03 of 05
A specialty pharmacy, licensed in 24 states
A national specialty pharmacy that had been through two agencies and was generating about fifteen qualified leads a month.
What moved
15 → 80+
Qualified leads per month, month one to month six
$210 → $75
Cost per qualified lead, from over to under
The case
The brief
A specialty pharmacy serving patients with complex medication needs across many states, relying on both patient inquiries and prescriber referrals. Fifteen qualified leads a month from paid media, after two agencies. The budget was not the problem.
What we found
Over 40% of the search budget was going to informational queries from people researching what a compounding pharmacy is. Phone calls, which were more than 70% of conversions, were not tracked at all, so the ad platforms had almost nothing to learn from. The landing page was a general “about us” page with no number above the fold. The account had zero negative keywords.
What we built
Call tracking with dynamic number insertion first, so every phone lead could be tied to a keyword. Then a rebuilt account organized around commercial intent: condition-specific campaigns, geographic campaigns matched to the states the pharmacy is licensed in, and separate ad groups and pages for each service line. Meta added above the search layer for awareness and retargeting. A dedicated landing page per condition with the phone number where a patient looks for it.
What moved
Qualified leads went from about 15 a month to 80 or more by month six. Cost per qualified lead fell from over $210 to under $75. Tracked phone calls went from zero to more than 60 attributed calls a month. Landing page conversion rose from roughly 2.1% to 8.4%. In May 2026, three years into the engagement, tracked form submissions rose 31.5% month over month while spend fell from about $20,200 to $14,900.