The Client
BODYARMOR Medical Supply is an online store selling wound care supplies across the USA. We have run their Google Ads since December 2020, and after a rebuild in October 2024 their orders from the ads grew from 7 a month to 184 a month.
The store sells wound dressings and care products such as hydrocolloid, calcium alginate, foam and silicone dressings and collagen.
7 orders in October 2024. 184 in January 2026.
The Challenge
Selling medical supplies online through Google Ads is harder than it looks:
- Healthcare ad policies. Medical products face stricter review, so ads, feeds and landing pages have to stay compliant.
- Big distributors. Large medical supply chains and marketplaces show up on almost every product search.
- Buyers who don't know the product name. Many shoppers search for a wound type, not a dressing type.
- Tracking gaps. When Google retired Universal Analytics in 2023, purchase tracking had to be rebuilt before bidding could work properly again.
What We Built
1. Search and Shopping Foundations
From December 2020 we ran Search and Shopping campaigns for the core products, each with a controlled A/B test beside it, and added Performance Max in 2022.
2. A Full Rebuild in October 2024
In October 2024 we rebuilt the account around one Performance Max campaign covering the whole catalog. It has been the main source of orders since.
3. Purchase Tracking Fixed
Purchase tracking moved to the Google for WooCommerce integration in October 2024, so bidding optimizes toward completed orders with their real value.
4. A Second Shopping Layer
In July 2025 we added a low-priority Shopping campaign to reach the rest of the catalog at lower bids, alongside Performance Max.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term and product checks, Merchant Center feed monitoring, and budget moved toward the products that are selling.
The Results
- 2024: 126 orders
- 2025: 979 orders, nearly eight times the year before
- 2026 so far: 907 orders from January to September
- Orders a month: from 7 in October 2024 to 68 in February 2025, 137 in August 2025 and 184 in January 2026
Cheaper Orders as the Account Grew
In 2024 an order cost $82 in ad spend. In 2025 it cost $45, and from January to September 2026 it cost $30.
Every Order Since the Rebuild
1,954 orders since October 2024, and 2,931 since we started in December 2020.
Key Takeaways
- Fix tracking first. Bidding only works when it can see real orders.
- Google Ads for medical supply stores rewards consolidation. One catalog-wide Performance Max campaign beat many small campaigns.
- Layer, don't split. A low-priority Shopping campaign added reach without competing with the main engine.
- Cost per order is the number to watch. It fell from $82 to $30 while order volume grew.
Frequently Asked Questions
What does an online order cost from Google Ads for a medical supply store?
For BODYARMOR Medical Supply, an order cost $82 in ad spend in 2024, $45 in 2025 and $30 from January to September 2026.
How much should a medical supply store spend on Google Ads?
BODYARMOR spent $43,791 in 2025, about $3,650 a month, for 979 orders. From January to September 2026 it spent about $3,000 a month for 907 orders.
How long does a Google Ads rebuild take to show results?
The account was rebuilt in October 2024 with 7 orders that month. It reached 68 orders in February 2025, 137 in August 2025 and 184 in January 2026.
About This Campaign
This account is managed daily through Ad Campaign Concierge™, our proprietary optimization system for e-commerce.
Industry: Healthcare: Wound Care Supplies E-Commerce Platforms: Google Ads (Performance Max, Shopping, Search) Location: USA (online store) Account Duration: December 2020 to present (ongoing)
Orders are completed purchases tracked in Google Ads: Universal Analytics transactions until July 2023, the order-received page from August 2023 to September 2024, and the Google for WooCommerce purchase action since October 2024. Duplicate purchase actions, YouTube subscriptions and views are excluded. Amounts in US dollars.