Easypara, one of the leaders in the online parapharmacy sector in France, is seeing its market densify with the regular arrival of new players.

By the end of 2023, a glass ceiling had been reached: every additional euro invested in Google Ads was not generating the expected growth in sales, and profitability was deteriorating.

After a detailed analysis of product performance, it was decided to pilot Performance Max campaigns based on product margins, observing performance in terms of sales and profitability.

The campaigns were then segmented into 4 campaigns targeting products according to their margins and strategic stakes.

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This new strategy has enabled us to make the best budget allocation to products according to their different business realities, and thus to deliver the best performance and the most appropriate ROAS.
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In addition to improved sales and ROAS vision platform, margin has also improved on the back-office side.