Pharmaceutical Company Targets Doctors at Low CPA

Hospital and Healthcare

Company Type:

Hospital and Healthcare


$100 CPA

Tactics Used:

Targeted Advertising: Geo-Fencing, Keyword Search Targeting

Challenge Outline:

A pharmaceutical company was looking to promote a drug for treating a common eye condition. They enlisted the help of Grenis to more precisely target their primary audience of optometrists and ophthalmologists, with the goal of achieving a $100 CPA.


The Grenis team and the advertiser developed a comprehensive digital marketing strategy of search retargeting at the keyword level and geo-fencing, with custom-shaped target zones drawn around doctors’ offices. With quick learning from the campaign launch, Grenis and our multivariate algorithms made mid-flight optimizations to improve performance, including fine-tuning keywords and shifting budgets to the highest performing keywords and tactics. Without mobile ad sizes, users who entered a geo-fence were delivered ads to their desktops using cross-device matching.


With approximately two months remaining in the four-month campaign, Grenis has been able to deliver a CPA of $36, vastly exceeding the client’s initial goal of a $100 CPA. The campaign has also achieved a CPV of $12.68, exceeding the initial goal of a $100 CPV. Further, the cross-device matched geo-fencing desktop ads have achieved a .18% CTR, doubling the industry average of .08-.1% CTR.

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