The Client
HRT.org is an online health store selling at-home hormone and lab test kits across the USA, and we run their Google Ads, which grew yearly revenue from the ads from $93,504 before us to $210,109 in 2025. Their Shopify store sells ZRT Laboratory saliva hormone, cortisol, adrenal stress, neurotransmitter and blood spot test kits, alongside a telehealth service for hormone therapy.
We took over their Google Ads in January 2024.
$93,504 in Google Ads revenue in 2023, the year before us. $210,109 in 2025.
The Challenge
Google Ads for health products comes with rules most stores never deal with:
- Healthcare ad policies. Google restricts how health products and tests can be advertised, so every ad, landing page and product listing has to pass review.
- A partner brand at the center. HRT.org sells ZRT Laboratory kits, so "ZRT" searches are core product searches, not a competitor to block.
- Buyers who research first. People looking for a cortisol or hormone test compare labs, prices and doctor options before they buy.
- Clinical look-alike searches. Doctor, clinic, side-effect and insurance searches look relevant but rarely buy a test kit.
What We Built
1. Performance Max as the Main Engine
We launched a Performance Max campaign built on the full product feed in 2024. It is now the largest source of sales in the account: $271,676 in revenue on $56,093 of spend.
2. A ZRT Brand Campaign
A dedicated Search campaign captures searches for ZRT test kits by name. It produced $69,843 in revenue on $12,654 of spend. ZRT product terms are kept out of every negative list.
3. Search and Shopping With A/B Tests
Search campaigns for at-home cortisol, hormone and lab tests run side by side with different bidding: one for conversions, one for revenue and one on manual bidding. A Shopping campaign keeps every kit visible with its price. Winners get the budget, and tests that don't sell, like an early telehealth campaign, are paused.
4. Negative Keywords for Health Searches
Shared lists block competitor labs, job and education searches, and clinic, doctor, side-effect and insurance searches, so the budget goes to people ready to order a kit.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining, bid and budget adjustments, and budget moved toward the tests that sell.
The Results
- 2023 (before us): $93,504 in ad revenue from 496 orders
- 2024: $130,316 in ad revenue from 721 orders, our first year
- 2025: $210,109 in ad revenue from 905 orders, 2.2 times the year before us
- 2026 so far: $173,089 in ad revenue from January to September, 12% more than the same nine months of 2025
- Ad revenue a month: from about $7,800 a month in 2023 to more than $20,000 a month from January to April 2026, with a best month of $24,945 in January 2026
Orders Nearly Doubled
What Improved
| Metric | 2023 (before us) | 2025 | Change |
|---|---|---|---|
| Revenue from Google Ads | $93,504 | $210,109 | +125% |
| Online orders | 496 | 905 | +82% |
| Ad clicks | 17,820 | 25,412 | +43% |
| Clicks that became orders | 2.78% | 3.56% | +28% |
| Average order | $189 | $232 | +23% |
| Revenue per click | $5.25 | $8.27 | +58% |
The account didn't just buy more traffic. A bigger share of the people who clicked went on to order, and they bought bigger kits: the average order reached $331 from January to September 2026.
Month by Month, Before and After
Every Sale Since the Takeover
$513,514 in ad revenue and 2,148 online orders since January 2024, in one of Google's most tightly reviewed ad categories.
Key Takeaways
- Health products can scale on Google. Compliant ads, pages and product data let the account grow more than twofold.
- Know which brand is yours. For a reseller, the lab's name is a product search. Keeping it out of the negatives and bidding on it paid back more than $5 for every $1.
- Performance Max needs a clean feed. It became the main engine once every kit had compliant, accurate product data.
- Test, then cut. Campaigns that don't sell are paused quickly so the budget stays with the ones that do.
Frequently Asked Questions
How much should a health test kit store spend on Google Ads?
HRT.org spent about $4,500 a month on Google Ads over the last 12 months ($53,777 from October 2025 to September 2026). Those 12 months produced $229,361 in online revenue from the ads from 759 orders, about $4.26 back for every dollar spent.
Is Performance Max allowed for health products like hormone test kits?
Yes, with compliant product data and landing pages. Our Performance Max campaign for HRT.org has produced $271,676 in revenue on $56,093 of spend since 2024 and is the largest source of sales in the account.
Does Google Ads traffic for health test kits get better over time?
It did for HRT.org. In 2023, before us, 2.78% of ad clicks became an order. In 2025 it was 3.56%, and each click brought in $8.27 in revenue instead of $5.25. The average order grew from $189 to $232, and to $331 in 2026 so far.
Should a test kit reseller bid on the lab's brand name?
When the reseller sells that lab's kits, yes. HRT.org sells ZRT Laboratory test kits, and our ZRT brand Search campaign produced $69,843 in revenue on $12,654 of spend.
About This Campaign
This account is managed daily through Ad Campaign Concierge™, our proprietary optimization system for e-commerce.
Industry: E-commerce: Health & Wellness Test Kits Platforms: Google Ads (Performance Max, Search, Shopping) Location: USA (ships nationwide) Account Duration: January 2024 to present (ongoing)
Revenue is purchase value on store.hrt.org tracked in Google Ads. App installs, calls and page views are excluded. 2023 figures are from the same account before we took it over. Amounts in US dollars.