32% Higher Efficiency
Meta Ads
TikTok Ads
Linkedin Ads
Google Ads
Social Media
Landing Page
Content Marketing
Email Automation
Creative & Design
Web analyze
Web development
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Case Study
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Service
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Service
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Service
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Region
Bulgaria
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Period
Q2 and Q3
ePharm is an online pharmacy offering a wide range of pharmaceutical products, food supplements, and cosmetics. The brand operates in one of the most competitive and heavily regulated niches in the digital space.
The Challenge
We took over the management of the brand’s digital marketing in June 2025 - a moment that coincided with one of the most challenging periods for brands in this sector.
At the same time, Meta introduced new and significantly stricter restrictions on advertising health-related products. This drastically limited the standard targeting options available and put campaign tracking and optimization at serious risk.
Our Strategy
To overcome the platform limitations and start scaling results, we implemented a comprehensive technical and creative approach.
Conversions API / Server-Side Tracking:
First, we addressed the loss of pixel data, which had been intensified both by Meta’s restrictions and by broader browser privacy regulations. We built a reliable server-side tracking setup through Conversions API / Server-Side Tracking. This allowed us to send high-quality, secure data back to Meta’s algorithms - a key step in restoring and improving ad performance.
Restructuring:
We then restructured the ad account, campaigns, and budget allocation. The focus was on real efficiency: generating more results from every euro spent, rather than simply increasing media spend.
Visual direction:
In parallel, we changed the visual direction of the ads. The new creatives were designed to make the communication more recognizable, better structured, and more suitable for ePharm’s product categories.
Email campaigns:
For email marketing, instead of increasing send frequency, we reduced the number of campaigns from 8-12 per month to 4 and targeted them toward more specific segments. The goal was to restore the health of the email account, improve audience quality, and generate more sales with fewer sends.
What We Achieved
Our systematic work and the technical solutions we implemented quickly impacted the key business metrics.
Growth in Meta and Google Ads:
After the optimizations, we recorded up to a 32.07% increase in advertising budget efficiency. This was achieved with a lower media budget compared to the previous period, which makes the result even stronger. We did not compensate for the restrictions with higher spend - we improved performance through better structure, more accurate tracking, and more effective optimization.
Stable return on ad spend:
Despite the serious platform challenges, we maintained a stable average ROAS of 20-25x and significantly optimized the cost per acquisition.
Email marketing:
Comparing Q1 2025 with Q1 2026, we sent 73% fewer campaigns but generated 65% more orders. Campaign efficiency increased from 0.82 orders per campaign to 5.08 orders per campaign.
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%+
Growth in Meta and Google Ads
ROAS 00
Stable return on ad spend
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Mored orders (Email marketing)