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Nutrition/Health Product Company SEM Case Study

This report compares the month over month performance across the date ranges of December 1st - 31st and January 1st - 31st

Samuel EdwardsSamuel Edwards1 min read
Nutrition/Health Product Company SEM Case Study

Executive Summary

This report compares the month over month performance across the date ranges of December 1st - 31st 2025 and January 1st - 31st 2026.

For the month of January, we found the results to be quite impressive and optimistic, with the highlighted results below:

  • Cost Per Acquisition (CPA) decreasedfrom £48.39 to £8.92; an 82% decrease month over month

  • Return On Ad Spend (ROAS) saw a significant and noteworthy increase, going from 122% ROAS in December to 790% ROAS in January; an increase of 668% month over month

  • Conversion Rate increased from 1.36% to 8.77%; a 6.5x increase month over month

Month-over-Month Performance (Dec 1–31 vs Jan 1–31)
CPA (lower is better)
ROAS (higher is better)
Conversion Rate (higher is better)
Indexed line graph: December = 100, January plotted relative to December
Y-axis: Index value (0–700)
MoM Index (Dec = 100) 0 100 200 300 400 500 600 700 Dec Jan CPA: 18.4 ROAS: 647.5 CR: 644.9
Cost Per Acquisition (CPA)
Dec: £48.39
Jan: £8.92
↓ 82% MoM
Return On Ad Spend (ROAS)
Dec: 122%
Jan: 790%
↑ +668% MoM
Conversion Rate
Dec: 1.36%
Jan: 8.77%
↑ 6.5× MoM
Index math (for the chart): Jan Index = (Jan ÷ Dec) × 100. Example: CPA index = (8.92 ÷ 48.39) × 100 ≈ 18.4.

Overall, the results for Nutrition/Health Product Company in January were positive across the board, with each campaign garnering more conversions, lower cost per conversion, and significantly increased month over month ROAS.

Management of this account is going better than anticipated, and we will continue to find opportunities to garner more conversions and drive ROAS up as much as possible through bid modifications and the addition of new, contextually relevant keywords.

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Key Performance Highlights

Cost Efficiency & Profitability Gains

January’s performance demonstrates a meaningful shift from learning to efficient acquisition:

  • Spend: £579.78

  • Conversion Value: £4,578.93

  • ROAS: 790%

  • CPA: £8.92

This indicates that every £1 spent returned £7.90 in revenue; 6.5x more than December’s 122% ROAS.

ROAS Comparison (December vs January)
December ROAS was 122%. January ROAS increased to 790% (≈ 6.5×).
Return on Ad Spend (ROAS %) 0 200 400 600 800 December January 122% 790% January efficiency: £1 spent → £7.90 returned
Dec ROAS: 122%
Jan ROAS: 790%
Interpretation: January returned ~6.5× more revenue per £1 spent than December (790% vs 122%).

MoM Campaign Comparison

January - Nutrition/Health Product Company - 29.33 conversions, £6.76 CPA, 14.04% conversion rate (1389% ROAS)

December - Nutrition/Health Product Company - 8.28 conversions, £42.84 CPA, 3.30% conversion rate (129% ROAS)

MoM increase of 1260% ROAS

January - REMARKETING - 6.27 conversions, £9.41 CPA, 8.33% conversion rate (627% ROAS)

December - REMARKETING - 3 conversions, £55.88 CPA, 0.44% conversion rate (168% ROAS)

MoM increase of 459% ROAS

January - PMAX - 15.10 conversions, £10.56 CPA, 5.74% conversion rate (422% ROAS)

December - PMAX - 5.22 conversions, £63.11 CPA, 1.29% conversion rate (negative ROAS)

MoM increase of 422%+ ROAS

January - Local Doctor Campaign - 4 conversions, £16.55 CPA, 5.71% conversion rate (264% ROAS)

December - Local Doctor Campaign - 3 conversions, £30.58 CPA, 3.26% conversion rate (160% ROAS)

MoM increase of 104%+ ROAS

Campaign Performance Comparison Matrix (Dec vs Jan)
Small-multiples bar charts across four campaigns. Metrics: Conversions, CPA, Conversion Rate, ROAS.
December
January
Conversions
0 10 20 30 8.28 29.33 3 6.27 5.22 15.10 3 4 Nutrition/Health Remarketing PMAX Local Physician Dec Jan
CPA (£)
0 20 40 60 70 42.84 6.76 55.88 9.41 63.11 10.56 30.58 16.55 Nutrition/Health Remarketing PMAX Local Physician Dec Jan
Conversion Rate (%)
0 5 10 15 3.30 14.04 0.44 8.33 1.29 5.74 3.26 5.71 Nutrition/Health Remarketing PMAX Local Physician Dec Jan
ROAS (%)
0 350 700 1050 1400 129 1389 168 627 0 422 160 264 Nutrition/Health Remarketing PMAX Local Physician Dec Jan
Note: December PMAX ROAS was described as negative; it’s plotted as 0 here for scale.

Campaign-Level Performance Insights

Top Performing Campaign - Nutrition/Health Product Company

  • 29.33 conversions

  • £6.76 CPA

  • 14.04% conversion rate

  • 1389% ROAS

This campaign benefits from high intent brand-adjacent queries combined with carefully controlled generic terms, making it one of the most reliable drivers of low-cost, and more volume of conversions. Continued prioritization here will compound returns.

Top Performing Campaign — Nutrition / Health Product Company
Strong results driven by high-intent brand-adjacent queries with carefully controlled generic terms — a reliable engine for low-cost, high-volume conversions.
High-intent demand
Low-cost acquisition
Scalable conversions
Conversions
29.33
Higher volume while maintaining efficiency.
CPA
£6.76
Low cost per acquisition supports scaling.
Conversion Rate
14.04%
High intent traffic translating into strong CVR.
ROAS
1389%
Exceptional profitability and efficiency.
Why this campaign is winning
The campaign benefits from brand-adjacent, high-intent queries and tightly controlled generic terms, making it one of the most reliable drivers of low-cost acquisition and higher conversion volume.
Investment rationale
Continued prioritization here is expected to compound returns as we scale efficient demand capture.
Meaning:
£1 spent → £13.89 returned

Day-of-Week Performance

Day-of-Week Performance
Campaign performance snapshot by day (Conversions, CPA, Conversion Rate).
Day Campaign Conversions CPA Conversion Rate
Wednesday Nutrition/Health Product Company 3 £3.29 50%
Thursday Nutrition/Health Product Company 3 £2.93 27.27%
Geographic Performance
Location Campaign Conversions CPA Conversion Rate
United Kingdom PMAX Shopping 15.10 £10.56 5.74%
United Kingdom REMARKETING 11.57 £9.31 8.90%

Certain regions are showing higher purchase intent, such as the UK and Greater London this month. Geographic bid multipliers can be further refined to capitalize on these micro-markets, all the way down to the zip code, and we’re in the process of doing this.

Audience Performance
Audience Segment Campaign Conversions CPA Conversion Rate
Ages - 55-64 Nutrition/Health Product Company 5 £2.10 38.46%
Gender - Unknown Nutrition/Health Product Company 10.33 £4.01 20.67%
Household Income - Unknown Nutrition/Health Product Company 18.33 £4.42 18.71%

Keyword Performance

Top keywords show clear brand and authority alignment:

  • "nutrition/health product company supplements" - 10.33 conversions, £5.14 CPA, 16.40% conversion rate, 1898% ROAS

  • “Natural health practice” - 4 conversions, £2.09 CPA, 36.36% conversion rate, 8030% ROAS

  • "nutrition/health product company vitamins" - 3 conversions, £10.08 CPA, 11.54% conversion rate, 432% ROAS



Hero Keyword Performance — Combined Metrics (Indexed)
Single chart view across keywords using a 0–100 index so all metrics can be compared together. Higher = better for every bar (CPA is inverted for efficiency).
Conversions (index)
CPA (efficiency index)
Conversion Rate (index)
ROAS (index)
0 25 50 75 100 100 40.7 45.1 23.6 38.7 100 100 100 29.0 20.7 31.7 5.4 Supplements Category Natural Health Category Vitamins Category
Index notes: Conversions, Conversion Rate, and ROAS are indexed vs each metric’s max keyword. CPA is shown as an efficiency index using min(CPA) ÷ CPA × 100 so higher is better.

These terms demonstrate exceptional intent density and should remain protected with:

  • Strong impression share

  • Defensive bidding against competitors

  • Expansion into close-variant and long-tail branded queries

Expansion into close-variant and long-tail branded queries

Device Performance
Device Campaign Conversions CPA Conversion Rate
Computers Nutrition/Health Product Company 13.33 £5.54 21.16%
Mobile Devices Nutrition/Health Product Company 15 £8.19 10.56%

Summary

January’s performance reflects extremely strong numbers month over month and we are more than thrilled with the performance, with main highlights being:

  • 790% ROAS; all 4 campaigns saw increases MoM

  • Conversion rate increased by 6.5x to 8.77%

  • Cost per conversions dropped 82%

Month-over-Month Performance Summary (Dec → Jan)
Single line chart using an index scale (Dec = 100) so ROAS, Conversion Rate, and CPA can be viewed together. CPA is inverted (lower CPA = higher index).
ROAS (index)
Conversion Rate (index)
CPA Efficiency (inverted index)
MoM Index (Dec = 100) 0 100 200 300 400 500 600 700 December January Highlights (Dec → Jan): ROAS: 122% → 790% (≈ 6.5×) CVR: 1.36% → 8.77% (≈ 6.5×) CPA: £48.39 → £8.92 (−82%)
Index math: ROAS and CVR use (Jan ÷ Dec) × 100. CPA uses an inverted efficiency index (Dec ÷ Jan) × 100 so higher is better.

With continued optimization and controlled scaling, we expect further efficiency gains and revenue growth in the coming months, and will be modifying based on the increase in CPCs.

Samuel Edwards
// written by
Samuel Edwards
Chief Marketing Officer
Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.
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