A bit of background…
Vira Health is a digital health company focused on women’s long-term health.
Through its platform Stella, Vira offers personalised menopause care including virtual consultations with menopause-trained clinicians and, where appropriate, HRT prescriptions.
In 2024, Vira launched a strategic partnership with Tesco, allowing patients to collect their prescription directly from select Tesco Pharmacies.
Vira engaged Social Elements to support the digital promotion of this new service. The initial focus was to ensure their Google Ads were running compliantly without restrictions, and then to build a conversion-focused campaign to drive awareness, assessment completions, and ultimately, HRT prescription orders.
What we did
Social Elements began with a comprehensive audit of Vira’s account and worked with the client to successfully secure Google Healthcare Advertiser certification – a key step in enabling compliant advertising of prescription-related services in the UK.
We implemented conversion tracking across the website to ensure performance data could be measured effectively, then built a multi-campaign Google Ads structure aligned to the customer journey.
This included:
- Keyword research informed by competitor analysis and search trend data
- Six initial campaigns split by user intent stage, later consolidated to three based on performance
- Weekly keyword and location analysis to identify high-performing segments
- Ad copy testing to improve CTR and Quality Score
- Minor landing page improvements to support ad relevance and lower CPC
We used cost-per-acquisition (CPA) as our benchmark, refining campaigns over time by pausing underperforming areas and scaling those delivering results below the target CPA.
Location-based testing helped identify regional hotspots for performance, allowing for ongoing optimisation.
And the results?
Within the first six months of going live, the campaign delivered a clear uplift in results within four months:
- Account creations increased by 234%
- Orders increased by 825%
- Ad spend increased by 117%, to reach a wider audience once leads began to convert
- Cost per order dropped by 76%
With this strong foundation, Vira Health is now able to acquire customers efficiently through Google Ads, amplifying the reach of its Tesco partnership and making clinically guided menopause support more accessible to women across the UK.
Testimonial
“Running ads related to healthcare is challenging and Social Elements worked quickly to get our accounts and campaigns set up. Over four months, we worked on a different experiment each week to refine our reach and improve conversion. Our results have gone beyond my expectations. I am so impressed by the team’s dedication to understanding our business and getting such a fantastic outcome.”
– Emily Turner, Vira Health Product Marketing Manager
"Our results have gone beyond my expectations. I am so impressed by the team’s dedication to understanding our business and getting such a fantastic outcome.”