Weldricks

Pharmacy ecommerce is naturally seasonal, with demand changing significantly throughout the year. Weldricks also doesn't have the same obvious summer product range as many retailers, making it harder to maintain momentum when seasonal demand shifts.

Then there was the product catalogue itself.

With more than 4,600 products in the feed, giving every product enough visibility was a challenge. Some products were already performing strongly but could potentially go further, while others had good commercial potential but weren't getting enough impressions or clicks to prove themselves.

The opportunity was to stop treating the product catalogue as one large group and start making more informed decisions about where the budget should go.

We started experimenting with more granular product segmentation, initially to understand what was happening with products receiving very few impressions. That experiment quickly showed how much more opportunity there was in understanding products at an individual level.

Using data from Google Merchant Center and performance labels in Channable, we could identify products based on how they were actually performing and the opportunity they presented.

That allowed us to build campaigns around different commercial roles within the catalogue, rather than relying on one strategy for everything.

The thinking was simple:

Which products need more visibility?

Which products are already working and could be pushed further?

Which products could help acquire new customers?

Which products have stronger profit potential?

Which products need moving from stock?

The answers to those questions shaped the campaigns we built.

Giving low-visibility products a chance

One of the biggest opportunities we identified was a group of products receiving very little visibility.

We created a dedicated Low Impression campaign to give these products a chance to generate more impressions, clicks and ultimately sales.

It quickly became one of the strongest-performing campaigns in the account.

Since launching in May, the campaign has generated £116,656.42 in revenue at a 9.73x ROAS.

Importantly, this isn't a static group of products. As products gain visibility and start performing, they move out of the campaign and new low-impression products move in.

That means the campaign is constantly evolving while continuing to deliver strong returns.

The Weldricks team also independently cross-referenced campaign data against inventory and weekly EPoS sales. Seven days after launch, they reported an increase of around £34k across the products being investigated, while rightly caveating that correlation does not equal causation.

For us, that was an important signal that the strategy was doing more than generating clicks. It was creating visibility for products that had previously struggled to get in front of customers.

Giving high-potential products more room to grow

We also created a Potentials campaign for products that had demonstrated strong ROAS but weren't receiving enough traffic. Rather than letting a lack of visibility limit their potential, we could give these products a more appropriate environment to scale.

We also created a dedicated Pet Product campaign, bringing together some of Weldricks' strongest-performing pet pharmacy products. This allowed us to push proven products further while freeing up opportunities for other pet products to gain visibility.

Since launching in June, the campaign has generated £20,779.53 at a 9.78x ROAS.

Building campaigns around commercial value

Working closely with the Weldricks team, we developed additional campaigns around the role different products played within the wider business.

Cashflow
Focused on Weldricks' top 15 products and the products they sell in significant volume, using the established strategy to maximise their potential.

Profit Maker
Focused on products with greater pricing flexibility, allowing us to accept a lower ROAS where the additional margin made that commercially viable. We initially launched without a target ROAS before gradually introducing and increasing the target.

Acquisition
Focused on products with strong potential to bring new customers into the business. These were given a lower ROAS target to reflect their wider customer acquisition value.

Liquidate
A test designed to help move products Weldricks had in stock. It didn't deliver the level of ROAS needed to scale, but testing it gave us useful insight into which commercial strategies were and weren't viable.

The account has developed through continual testing, learning and refinement, with the product segmentation strategy evolving as we understand more about what works for Weldricks and its customers.

Comparing January–September 2026 with the same period in 2025:

• +38.67% Potential net sales attributed to PPC

• +35.41% Potential profit attributed to PPC

• +25.69% Increase in PPC spend

• 5.11 Profit ROAS, up 7.74% year on year

The results become even more meaningful when viewed against Weldricks' wider business performance.

Over the same period, Weldricks saw overall net sales increase by 11.37% and profit increase by 15.45%.

That means PPC-attributed net sales and profit have grown considerably faster than the business overall, while the channel has maintained a strong return on profit.

As products gain visibility, customer behaviour changes, margins shift and seasonal demand moves, the opportunities within the account change too.

That's why our work with Weldricks continues to be built around testing, data and commercial insight. By understanding not just what sells, but why, how profitably and what role each product plays in the wider business, we can make better decisions about where to invest next.

For ecommerce businesses managing thousands of products, that's often where the biggest opportunity lies: not necessarily getting more products into your campaigns, but getting the right products in front of the right customers with the right level of investment.