639 orders from a narrow audience, in a brand-new market
How we scaled the fertility brand ProFecund on the Italian market through a Google Ads structure built on clear roles: 639 orders at just ~€17 cost per order, from a narrow audience, on a limited account with no remarketing and a ROAS of ~6x.
The context
ProFecund is a range of supplements for conception and fertility - products for women (ProFecund, ProFecund Ino), for men (ProFecund B) and couple bundles, with average prices ranging from ~€45 up to over €200 for full treatment packs.
Our objective was to scale on the Italian market: build demand through a role-based account structure, generate a steady flow of orders and checkout initiations, and keep the cost per order under control in a category with a high basket value, a narrow audience and a long decision cycle.
Four hurdles typical of an international launch in the health niche
Brand unknown on the market
There was no brand awareness for ProFecund in Italy. Demand had to be developed, not just captured, with no history for the algorithm to lean on.
Narrow audience
The audience for fertility is small and highly specific: couples actively trying to conceive. Order volume had to come from a limited pool of people.
Sensitive, emotional niche
Fertility is a delicate category, with strict advertising policies on health claims and an audience that needs trust, not pressure.
Limited account, no remarketing
On this account we could not run remarketing, so performance had to come from discovery, direct intent and brand demand.
An account structure built on roles, not a single "do-it-all" campaign
Instead of relying on one Performance Max campaign, we split the account into distinct roles, each with a clear objective: from driving catalog volume to protecting the brand name and reading the market more clearly.
Campaign structure
- Shopping and Performance Shopping as the volume engine for the catalog, the largest source of orders.
- Segmented Performance Max campaigns for "All Products", "Equal Bid" and "MidJourney", separating discovery from mid-funnel stages.
- Search on products to capture active searches and direct purchase intent.
- Brand Protection to capture demand on the brand name and block competitors bidding on ProFecund.
Bidding, feed and compliance
Automated strategies were calibrated to each campaign's role, the product feed was cleaned and optimized, and messaging stayed aligned with Google's policies for the supplements category. In a sensitive niche, the copy had to build trust without making risky claims.
639 orders in one year, with no remarketing
The role-based structure generated 1,217 checkout initiations, over 2.46M impressions and an average cost of just ~€17 per order. Against the average order value, that translates into ~€65,800 in revenue and a ROAS of ~6x.
Account performance, Oct 2023 - Oct 2024
Source: Google Ads, ProFecund Italy account. Amounts converted from RON at approx. €1 = 4.97 RON. Revenue and ROAS are calculated based on the average order value.
The key figure is not only the ROAS, but the order volume pulled from a small audience in a new market, with no remarketing available.
Performance by role
| Campaign role | Budget | Clicks | Orders | Cost / order | Revenue | ROAS |
|---|---|---|---|---|---|---|
| Shopping - All Products (volume) | €2,682 | 14,338 | 200.13 | €13.40 | €20,595 | 7.68x |
| PMax - All Products (volume) | €1,530 | 14,739 | 143.74 | €10.65 | €14,792 | 9.66x |
| Smart Search - Products (intent) | €2,791 | 5,348 | 126.83 | €22.01 | €13,052 | 4.68x |
| Performance Shopping (volume) | €1,619 | 4,341 | 65.21 | €24.82 | €6,711 | 4.15x |
| PMax - All Products IT (discovery) | €1,540 | 28,529 | 53.22 | €28.95 | €5,477 | 3.55x |
| PMax - MidJourney (mid-funnel) | €379 | 815 | 29.33 | €12.91 | €3,018 | 7.97x |
| Brand Protection (brand) | €364 | 368 | 19.66 | €18.50 | €2,023 | 5.56x |
| PMax - Equal Bid (test) | €79 | 298 | 1.48 | €52.99 | €152 | 1.94x |
| Total | €10,984 | 68,776 | 639.60 | €17.17 | €65,821 | 5.99x |
Shopping and PMax "All Products" were the volume engines, delivering over 340 orders combined at the lowest cost per order. Brand Protection captured demand on the ProFecund name with minimal reach.
A single PMax vs. a readable account architecture
| Criterion | A single PMax | Role-based structure |
|---|---|---|
| Budget control | Global budget, no priorities | Separate roles: volume, discovery and brand |
| Launch in a new market | The algorithm searches blindly | Discovery handled separately through Shopping and PMax |
| Brand protection | Competitors can bid on the brand | Dedicated Search on the ProFecund name |
| Cost per order | Diluted average, hard to optimize | €11-13 on the volume campaigns |
| Reading and optimization | Hard-to-read black box | Each role measured separately |
| Result | Uncertain volume | 639 orders and ROAS ~6x |
A solid foundation for scaling on the Italian market
- 639 orders generated in one year for a brand with no market awareness.
- Cost per order kept under control in a category with a high basket and a slow decision.
- Brand protected in Search, with branded demand captured ahead of competitors.
- Performance achieved without remarketing: discovery, direct intent and brand did the work.
In a new market, a good account is not just more campaigns. It is a structure with clear roles, where each campaign can be read, measured and improved without hiding the signal inside one blended average.
A note on the data: cost, orders and cost-per-order figures are real numbers from the Google Ads account. Revenue and ROAS are calculated based on the average order value.
Conclusion
Over the course of a year, even in a sensitive niche like fertility, with a narrow audience, on a completely new market and on a limited account with no remarketing, a Google Ads structure built on clear roles generated 639 orders at a controlled cost per order of ~€17.
The difference was not made by a single campaign, but by the account architecture: Shopping and PMax for volume, Search for intent and Brand Protection for demand, each with its own role.
Build a Google Ads structure that scales profitably
Talk to the Full Out Global team about building a readable, role-based account for new markets and regulated niches.
Request a free consultation