How I Achieved 100% Revenue Growth for a 4-Location Pharmacy Chain in 90 Days: A Complete Case Study

A detailed breakdown of the exact strategies, tactics, and execution steps that doubled a healthcare business’s revenue in under 3 months.

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Table of Contents

1. Executive Summary
2. The Challenge: A Healthcare Business at a Crossroads
3. The Diagnosis: What Was Actually Wrong
4. The Strategy: A Three-Pillar Approach
5. Phase 1: Rebuilding Meta Ads from the Ground Up
6. Phase 2: Google Business Profile Optimization
7. Phase 3: Building a Conversion Tracking Infrastructure
8. The Results: 100% Revenue Growth in 90 Days
9. Key Lessons and Takeaways
10. How You Can Replicate This Success

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Executive Summary

In June 2024, I took on a challenge that would define my approach to healthcare digital marketing: helping a struggling 4-location pharmacy chain in Nairobi double their revenue in just 90 days.

The pharmacy was facing what many local healthcare businesses face: declining foot traffic, expensive customer acquisition costs, and no cohesive digital strategy. They were spending money on marketing, but couldn’t tell what was working and what wasn’t.

By focusing on three core pillars—Meta Ads optimization, Google Business Profile enhancement, and proper conversion tracking—we achieved:

• 100% revenue increase across all four locations
• 42% reduction in customer acquisition cost
• 3.5x ROAS on paid advertising campaigns
• 40% increase in organic local search traffic

This case study will walk you through exactly how we did it, step by step, so you can replicate these results for your own healthcare business or clients.

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The Challenge: A Healthcare Business at a Crossroads

The Client

Zuma Pharmacy operated four locations across Nairobi, serving local communities with prescription medications, over-the-counter products, and health consultations. Like many brick-and-mortar healthcare businesses in 2024, they were feeling the pressure from multiple directions.

The Pain Points

When I first met with the leadership team, they painted a concerning picture:

1. Declining Foot Traffic

• Walk-in customers were down 25% year-over-year
• Competition from online pharmacies was intensifying
• Customers were driving further to competitors despite having a Zuma location nearby

2. Expensive, Ineffective Marketing

• Spending approximately $15,000/month on various marketing activities
• No clear understanding of ROI
• Previous digital marketing attempts had failed to move the needle
• Each location was running its own disconnected efforts

3. Lack of Digital Presence

• Google Business Profiles were poorly maintained and inconsistent
• Social media presence was minimal and sporadic
• No real paid advertising strategy beyond occasional boosted posts
• Website traffic was low and not converting

4. Operational Challenges

• Staff didn’t understand how marketing connected to their day-to-day work
• No system for tracking customer sources
• Customer service issues were visible in online reviews but unaddressed
• Inventory wasn’t aligned with marketing promotions

The Stakes

The management team was clear: they needed to see measurable results within 90 days or they would need to consider downsizing, potentially closing underperforming locations. The pressure was on.

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The Diagnosis: What Was Actually Wrong

Before proposing any solutions, I spent two weeks conducting a comprehensive audit of their current marketing efforts and operations. Here’s what I discovered:

1. The Meta Ads Disaster

Their existing Facebook and Instagram advertising was essentially burning money:

Campaign Structure Issues:

• One massive campaign trying to do everything
• No separation between brand awareness and direct response
• Ad sets with $5-10/day budgets (too small for Meta’s algorithm to optimize)
• 47 active ad sets across 3 campaigns (complete chaos)

Targeting Problems:

• Extremely broad targeting: “Everyone in Nairobi interested in health”
• No audience segmentation by location or customer intent
• Not using any custom or lookalike audiences
• Ignoring Meta’s Advantage+ features

Creative Failures:

• Generic stock photos of pills and pharmacies
• Copy that talked about features, not benefits
• No clear call-to-action
• Same creatives running for 6+ months without refresh
• Not testing different formats (video vs. image vs. carousel)

Technical Gaps:

• Meta Pixel was installed but not configured properly
• No Conversions API implementation
• Couldn’t track which ads led to actual purchases or visits
• Attribution window was set incorrectly

Result: Spending $8,000/month with an estimated ROAS of 1.2x—essentially losing money on every sale.

2. The Google Business Profile Nightmare

Each location had a Google Business Profile, but they were in terrible shape:

NAP Inconsistency (Name, Address, Phone):

• Phone numbers were outdated for two locations
• Wrong location addresses which often led clients to the wrong locations or competitors 
• Hours of operation were wrong for all four locations

Profile Completeness:

• Missing business descriptions
• Only 3-5 photos per location (mostly exterior shots)
• No posts in the past 6 months
• Services not listed
• Attributes not selected
• No booking or ordering links

Review Management:

• Average rating: 3.8 stars (below industry standard of 4.3)
• 47 reviews across all locations—very low for established businesses
• Zero responses to reviews (positive or negative)
• Recent negative reviews about stock availability and customer service
• 12 unanswered questions in the Q&A section

Local SEO:

• Not ranking for critical keywords like “pharmacy near me”
• Competitors with better profiles were showing up first
• Not appearing in the Local Pack for relevant searches
• Citations were inconsistent across directories

Impact: Missing out on an estimated 60-70% of potential local search traffic.

3. The Tracking Black Hole

Perhaps the most critical issue: they had no idea what was actually driving sales.

What They Couldn’t Answer:

• Which marketing channels brought in the most customers?
• What was the ROI on their ad spend?
• Which locations were performing better and why?
• What customer demographics were most valuable?
• Which products should they promote more?

The Tracking Gaps:

• No call tracking system (phone calls were a primary conversion point)
• No way to attribute walk-in customers to digital marketing
• Website analytics were installed but not being reviewed
• Point-of-sale system wasn’t connected to marketing data
• No customer database or CRM

The Result: Making marketing decisions based on gut feeling rather than data, leading to wasted budget and missed opportunities.

4. Operational Disconnects

Even with better marketing, systemic operational issues would have limited results:

Staff Training:

• Front-line staff didn’t know about ongoing promotions
• Customer service wasn’t consistent across locations
• No process for asking customers how they heard about the pharmacy
• Staff couldn’t answer questions about products being advertised

Inventory Management:

• Products advertised online were often out of stock
• Popular items identified in ads weren’t prioritized in ordering
• Seasonal promotions weren’t aligned with inventory

Customer Experience:

• Long wait times during peak hours
• Inconsistent pricing across locations
• No loyalty program or repeat customer incentives
• Limited payment options (cash only at two locations)

The Core Problem

After the audit, the diagnosis was clear: This wasn’t a marketing problem. It was an execution and measurement problem.

They were spending money on marketing, but:

1. The campaigns were poorly structured and targeted
2. Their local presence was weak and inconsistent
3. They couldn’t measure what was working
4. Operations weren’t aligned with marketing efforts

The solution wouldn’t be to spend more money—it would be to spend smarter and measure better.

The Strategy: A Three-Pillar Approach

Based on the diagnosis, I proposed a focused 90-day strategy built on three pillars:

Pillar 1: Meta Ads Optimization

Goal: Acquire new customers profitably through paid social advertising Target: 3x ROAS, 40% reduction in CAC Budget: $12,000/month (reallocation of existing spend)

Pillar 2: Google Business Profile Mastery

Goal: Dominate local search and drive foot traffic Target: First page ranking for all locations, 4.5+ star rating Budget: Time investment only (no paid ads)

Pillar 3: Conversion Tracking Infrastructure

Goal: Know exactly what’s working and what’s not Target: Track 90%+ of conversions accurately Budget: $500/month for tools and software

The Execution Timeline

Week 1-2: Foundation

• Audit completion
• Strategy presentation
• Stakeholder buy-in
• Access to all accounts and systems

Week 3-4: Meta Ads Rebuild (Phase 1)

• Campaign restructuring
• Audience research and segmentation
• Creative development and testing
• Tracking implementation

Week 5-6: GBP Optimization (Phase 2)

• Profile cleanup and consistency
• Content creation and posting
• Review response and generation strategy
• Local SEO enhancements

Week 7-8: Tracking Infrastructure (Phase 3)

• Conversions API implementation
• Call tracking setup
• Walk-in attribution system
• Dashboard creation

Week 9-12: Optimization and Scaling

• Analyze performance data
• Scale winning campaigns
• Refine targeting and creative
• Train team on maintenance

Success Metrics

We established clear KPIs to measure success:

Primary Metrics:

• Total revenue (tracked weekly by location)
• Customer acquisition cost
• Return on ad spend
• New customer count

Secondary Metrics:

• Google Business Profile impressions and actions
• Website traffic and conversions
• Call volume by source
• Average transaction value
• Customer lifetime value

The Commitment: If we didn’t achieve at least 50% revenue growth by day 90, I would refund 50% of my consulting fee. This aligned our interests and demonstrated confidence in the strategy.

Phase 1: Rebuilding Meta Ads from the Ground Up

The Meta Ads transformation was the most intensive part of the project. Here’s exactly how we rebuilt everything from scratch.

Step 1: Campaign Architecture Redesign (Days 1-3)

The Old Structure:

• 3 campaigns (Awareness, Consideration, Conversion)
• 47 ad sets with budgets ranging from $5-$50/day
• 100+ ads (most performing poorly)
• Total chaos and no clear strategy

The New Structure: We implemented a simplified, goal-oriented structure:

Campaign 1: LOCAL PROSPECTING

• Objective: Traffic (driving store visits)
• Budget: $5,000/month
• Target: New customers within 5km of each location

Campaign 2: CONVERSION (WEBSITE)

• Objective: Conversions (online orders/inquiries)
• Budget: $3,000/month
• Target: People searching for health products online

Campaign 3: RETARGETING

• Objective: Conversions
• Budget: $2,000/month
• Target: People who engaged but didn’t convert

Campaign 4: SPECIAL PROMOTIONS

• Objective: Conversions
• Budget: $2,000/month (flexible)
• Target: Seasonal campaigns and product launches

Why This Structure Worked:

• Clear objectives for each campaign
• Adequate budget for Meta’s algorithm to optimize
• Separate audiences to avoid overlap
• Flexibility to shift budget based on performance

Step 2: Audience Segmentation (Days 4-7)

Rather than targeting “everyone,” we created specific audience segments based on:

Geographic Segmentation:

• Created separate ad sets for each pharmacy location
• 5km radius around each store
• Excluded people more than 10km away (unlikely to travel)
• Used location-specific messaging and offers

Demographic Segmentation:

• Young Families (25-40): Parents with children
  • Messaging: Pediatric medicines, family health products
  • Timing: Evenings and weekends
• Health-Conscious Adults (30-55): Wellness focus
  • Messaging: Supplements, vitamins, preventive care
  • Timing: Mornings and lunch hours
• Elderly Care (55+): Chronic condition management
  • Messaging: Prescription services, delivery options
  • Timing: Mid-morning and early afternoon
• Women’s Health (18-45): Specific health needs
  • Messaging: Women’s wellness products, consultations
  • Timing: Throughout the day

Behavioral Segmentation:

• People who clicked on previous ads (warm audience)
• Website visitors (retargeting)
• Engaged with Facebook/Instagram page
• Lookalike audiences based on customer data

Interest-Based Targeting:

• Health & wellness enthusiasts
• Fitness and nutrition interests
• Medical and healthcare topics
• Competing pharmacy brand followers

Custom Audiences: We built these from existing data:

• Customer email list (3,200 contacts)
• Website visitors (past 180 days)
• Facebook/Instagram engagers (past 365 days)
• Offline event data (in-store customer matching)

Lookalike Audiences: Created from best customer segments:

• Top 25% of customers by lifetime value (1%, 3%, 5% lookalikes)
• Repeat purchasers
• High-average-order-value customers

Step 3: Creative Testing Strategy (Days 8-14)

This was the game-changer. We developed and tested 50+ creative variations in the first month alone.

The Creative Framework:

Format Testing:

• Single images (product showcases)
• Video ads (15-30 seconds)
• Carousel ads (multiple products)
• Collection ads (mobile shopping)

Hook Variations (First 3 seconds):

• Problem-focused: “Running out of essential medicines?”
• Benefit-focused: “Get your prescriptions delivered in 2 hours”
• Question-based: “Looking for a trusted pharmacy near you?”
• Urgency-based: “Limited time: 20% off all supplements”

Visual Styles:

• User-Generated Content (UGC) Style:
  
  • Customer testimonials
  • Real people in the pharmacy
  • Before/after health transformations
  • Result: 3x better performance than stock photos
• Product-Focused:
  
  • Clean product shots with benefits
  • Comparison with competitors
  • Price highlights
• Educational:
  
  • Health tips and advice
  • How-to guides
  • Condition management information
• Promotional:
  
  • Discount offers
  • Limited-time deals
  • Bundle promotions

Copy Variations:

We tested different approaches:

Short-Form Copy (Under 100 characters):

• Your neighborhood pharmacy
• Fast prescription service
• Free delivery over KSh 2,000
• 4 locations to serve you

Medium-Form Copy (100-200 characters):

Need medicines fast?Zuma Pharmacy delivers in 2 hours or less. 

Professional pharmacists ready to answer your health questions.

Visit us today or order online.

Long-Form Copy (200+ characters):

Taking care of your health shouldn’t be complicated.

At Zuma Pharmacy, we provide:

✓ Expert pharmaceutical advice

✓ Wide range of medications and wellness products

✓ Fast prescription processing

✓ Home delivery service

✓ Competitive prices you can trust

Visit any of our 4 Nairobi locations or order online.

Your health is our priority.

Call-to-Action Testing:

• “Get Directions” (for local awareness)
• “Shop Now” (for product sales)
• “Call Now” (for prescription inquiries)
• “Learn More” (for educational content)
• “Send Message” (for consultations)

The Testing Process:

Week 1: Launch 20 variations

• 5 formats × 4 messaging angles
• Equal budget split
• Monitor daily performance

Week 2: Kill bottom 50%

• Identify clear losers (CTR <1.5%, CPA >$50)
• Reallocate budget to winners
• Create 10 new variations based on winners

Week 3: Refine and expand

• Create variations of top performers
• Test different audiences with winning creatives
• Introduce seasonal/timely content

Week 4: Scaling phase

• Focus budget on proven winners
• Maintain testing budget (20%) for new ideas
• Establish creative refresh schedule

Winner Profile (By the end of Month 1):

Our top-performing ad was:

• Format: 20-second video
• Content: Real customer testimonial (UGC style)
• Hook: “I used to drive 30 minutes to get my medicines…”
• Visual: Customer walking into Zuma, pharmacist helping them
• Copy: Short, benefit-focused
• CTA: “Get Directions”

Performance:

• 4.2% CTR (vs. 1.1% average for others)
• $23 cost per store visit (vs. $67 average)
• 5.8x ROAS
• 28% of total conversions from just this ad

Step 4: Technical Implementation (Days 15-21)

Meta Pixel Setup: Properly configured the existing pixel to track:

• Page views
• Add to cart
• Initiate checkout
• Purchase
• Store location clicks
• Phone number clicks
• Form submissions

Conversions API Implementation: Critical for iOS 14+ tracking:

• Set up server-side tracking
• Installed via Shopify integration (for e-commerce)
• Manual event passing for offline conversions
• Enhanced match parameters for better attribution

Result: Captured 30-35% more conversions than pixel alone

Campaign Settings Optimization:

Budget Strategy:

• Moved to Campaign Budget Optimization (CBO)
• Let Meta allocate budget to best-performing ad sets
• Set minimum spend caps on key audiences

Bid Strategy:

• Started with Lowest Cost strategy
• Moved to Cost Cap once we had baseline data
• Target CPA: $35 (actual first month: $58, by month 3: $33)

Placement Optimization: Initially tested all placements:

• Facebook Feed
• Instagram Feed
• Facebook Stories
• Instagram Stories
• Messenger
• Audience Network
• Reels

Performance after 2 weeks:

• Best: Instagram Feed & Reels (67% of conversions)
• Good: Facebook Feed (22% of conversions)
• Poor: Stories, Messenger, Audience Network (11% combined)

Action: Focused budget on top performers, excluded poor placements

Schedule Optimization: Analyzed when customers were most likely to convert:

• Peak times: 6-9 PM weekdays, 10 AM-2 PM weekends
• Increased bids by 30% during peak hours
• Reduced spend during low-conversion times (2-6 AM)

Step 5: Ongoing Optimization (Days 22-90)

Weekly Optimization Routine:

Monday: Performance review

• Analyze weekend performance
• Identify trends and anomalies
• Plan week’s tests and changes

Wednesday: Creative refresh

• Launch new creative variations
• Retire fatigued creatives (frequency >4, declining CTR)
• Update promotional messaging

Friday: Budget reallocation

• Shift budget to best performers
• Reduce/pause underperformers
• Adjust bids based on ROAS

What We Monitored Daily:

• Spend vs. budget
• ROAS and CPA trends
• Ad frequency (refresh if >3.5)
• Cost per result
• Auction competition

Key Optimizations That Moved the Needle:

Week 4: Discovered Location 3 (Ngong Road) had 2x better ROAS

• Increased budget allocation by 40%
• Created location-specific creative
• Result: 28% revenue increase for that location

Week 6: Found video ads fatigued faster than images

• Implemented 2-week creative rotation
• Built library of 30+ video variations
• Result: Maintained CTR above 3%

Week 8: Identified that supplement ads had higher margins

• Created dedicated supplement campaign
• Targeted health-conscious audience
• Result: 35% higher profit per sale

Week 10: Retargeting audience was converting at 6x ROAS

• Increased retargeting budget by 50%
• Created more specific retargeting segments
• Result: Overall ROAS improved from 2.8x to 3.5x

The Meta Ads Results (After 90 Days)

Performance Metrics:

• ROAS: 3.5x (from initial 1.2x)
• Cost Per Acquisition: $33 (down from $87, 62% improvement)
• Click-Through Rate: 3.2% (up from 0.9%)
• Cost Per Click: $0.42 (down from $1.28)
• Monthly Ad Spend: $12,000 (better allocated)
• Revenue from Ads: $42,000/month (vs. $9,600 initially)
• New Customers: 1,273 (vs. 110 initially)

What Made It Work:

1. Simplified structure that Meta’s algorithm could optimize
2. Proper audience segmentation based on location and intent
3. Aggressive creative testing to find what resonated
4. Technical tracking that captured true conversions
5. Continuous optimization based on data, not guesses

Phase 2: Google Business Profile Optimization

While Meta Ads drove paid traffic, Google Business Profile optimization was our secret weapon for free, high-intent traffic.

Step 1: Profile Cleanup and Consistency (Days 1-7)

NAP Standardization:

We established a single format for all locations:

Standard Format:

Name: Pharmacy [Location Name]

Address: [Full Street Address], [Neighborhood], Nairobi

Phone: +254 [Main Number]

Before → After Example:

Location 1 (Westlands):

• Before: “Pharmacy” | 0721XXX | “Westlands, Nairobi”
• After: “Pharmacy Westlands” | +254-721-XXX-XXX | “Mpaka Road, Westlands, Nairobi”

Why This Matters:

• Google uses NAP to verify business legitimacy
• Inconsistencies hurt local search rankings
• Customers need accurate info to find you

Action Taken:

• Updated all 4 Google Business Profiles
• Corrected citations on 12 directories (Yelp, Yellow Pages, etc.)
• Ensured website footer matched GBP info
• Added secondary phone numbers for each location

Hours of Operation:

We discovered that 3 out of 4 locations had incorrect hours:

Corrected Hours:

• Monday-Saturday: 8:00 AM – 9:00 PM
• Sunday: 9:00 AM – 6:00 PM
• Added special hours for public holidays

Added Features:

• “Open 24/7” for emergency line
• Same-day delivery availability
• Wheelchair accessible entrance
• Free parking available

Impact: Reduced customer frustration from arriving during “closed” hours that were actually open

Step 2: Profile Completeness Optimization (Days 8-14)

Business Description:

Before: Generic or blank After: Compelling, keyword-rich description

Example (Westlands Location):

Zuma Pharmacy Westlands is your trusted neighborhood pharmacy serving the Westlands community since 2015. We offer a comprehensive range of prescription medications, over-the-counter drugs, health supplements, and wellness products.

Our experienced pharmacists provide expert health advice, prescription consultations, and medication management services. We pride ourselves on fast service, competitive prices, and personalized care.

Services include:

• Prescription dispensing and refills

• Free health screenings (blood pressure, glucose)

• Medication therapy management

• Home delivery service

• Insurance processing (NHIF accepted)

• Wide selection of supplements and wellness products

Visit us for all your healthcare needs. Your health is our priority.

Keywords Incorporated:

• Pharmacy in Westlands
• Prescription medications Nairobi
• Health supplements
• NHIF pharmacy
• Home delivery pharmacy

Services Added:

We created comprehensive service listings for each location:

Primary Services:

1. Prescription Dispensing
2. Over-the-Counter Medications
3. Health Supplements & Vitamins
4. Medical Equipment Sales
5. Health Consultations
6. Blood Pressure Checks
7. Glucose Testing
8. Medication Delivery
9. Insurance Processing

Product Categories:

• Pain Relief
• Cold & Flu
• Digestive Health
• Women’s Health
• Men’s Health
• Baby Care
• First Aid
• Beauty & Personal Care

Attributes Selected:

We checked all relevant attributes: ✓ Wheelchair accessible entrance ✓ Wheelchair accessible parking lot ✓ In-store shopping ✓ Delivery ✓ Same-day delivery ✓ Identifies as women-led ✓ LGBTQ+ friendly ✓ Accepts credit cards ✓ Accepts NHIF ✓ Free Wi-Fi

Why This Works: Google shows these attributes in search results, helping customers self-qualify before visiting

Step 3: Visual Content Strategy (Days 15-21)

Photo Audit:

Before: 3-5 exterior shots per location After: 30+ photos per location covering:

Exterior Photos (5-7 per location):

• Front entrance (day and evening)
• Signage close-up
• Parking area
• Wheelchair access ramp
• Street view for navigation

Interior Photos (10-12 per location):

• Pharmacy counter
• Product shelves (organized and well-stocked)
• Consultation area
• Waiting area
• Payment counter
• Professional staff in action

Product Photos (8-10 per location):

• Popular medications
• Supplement section
• Baby care products
• First aid supplies
• Medical equipment
• Seasonal promotions

Team Photos (3-5 per location):

• Licensed pharmacists in uniform
• Team photos
• Staff helping customers
• Creates trust and familiarity

360° Virtual Tour: We added 360° photos for 2 of the 4 locations (highest traffic stores):

• Allowed customers to “walk through” the pharmacy online
• Increased engagement by 45%
• Built confidence for first-time visitors

Photo Optimization Best Practices:

• High resolution (min 720×720 pixels)
• Good lighting (natural preferred)
• No watermarks or promotional text
• Accurate representation (no stock photos)
• Geotagged to correct location

Video Content:

We created short videos (30-60 seconds) for each location:

Video 1: “Meet Your Pharmacist”

• Pharmacist introduction
• Credentials and experience
• “We’re here to help with your health needs”
• Result: Humanized the brand, built trust

Video 2: “Store Tour”

• Walk through the pharmacy
• Highlight key sections
• Show cleanliness and organization
• Result: Reduced first-time visitor anxiety

Video 3: “How to Order for Delivery”

• Step-by-step process
• Phone number and online options
• Delivery timeframes
• Result: 25% increase in delivery orders

Step 4: Google Posts Strategy (Days 22-90)

Google Posts appear directly in search results and Maps. We developed a consistent posting schedule:

Post Types and Frequency:

Product Promotions (2x per week):

🏷️ SPECIAL OFFER: 20% Off All Vitamins

This week only! Stock up on your essential supplements.

Valid through [Date] at all Zuma locations.

👉 Visit us today or call for delivery.

Health Tips (2x per week):

💡 DID YOU KNOW?

Taking medication with food can improve absorption and reduce side effects.

Always consult your pharmacist about the best time to take your medications.

📞 Questions? Call us at [Phone]

Service Announcements (1x per week):

🚗 FREE DELIVERY

Order medicines online or by phone.

Delivery within 2 hours for orders over KSh 2,000.

📱 WhatsApp: [Number]

🌐 Order online: [Link]

Event Posts (As needed):

📅 FREE HEALTH SCREENING

Date: [Date]

Time: 9 AM – 4 PM

Services: Blood pressure, glucose testing, BMI

Location: Zuma Pharmacy Westlands

Walk-ins welcome! 🏥

Seasonal Content:

• Flu season preparation (May-July)
• Back-to-school health tips (December-January)
• New Year wellness goals (January)
• Rainy season health (March-May)

Post Best Practices:

• Include clear call-to-action
• Add high-quality image
• Use action buttons (Learn More, Call, Get Directions)
• Post during business hours for immediate engagement
• Keep text under 300 characters for mobile readability

Step 5: Review Management System (Days 1-90)

This was perhaps the most impactful GBP strategy.

The Review Situation (Day 1):

• 47 total reviews across 4 locations
• Average rating: 3.8 stars
• 12 negative reviews (2 stars or lower)
• Zero responses to any reviews

The Review Response Protocol:

For Positive Reviews (4-5 stars):

Thank you [Name] for the wonderful feedback! We’re delighted to hear about your positive experience with our team. Your health and satisfaction are our top priorities. We look forward to serving you again soon.

– The Zuma Pharmacy Team

For Constructive Reviews (3 stars):

Thank you [Name] for your feedback. We appreciate you taking the time to share your experience. We take your comments about [specific issue] seriously and are working to improve. Please feel free to reach out to us directly at [phone] so we can make things right.

– [Manager Name], Zuma Pharmacy [Location]

For Negative Reviews (1-2 stars):

We sincerely apologize for your experience, [Name]. This doesn’t reflect the standard of service we strive to provide. We’d like the opportunity to make this right. Please contact our manager directly at [phone/email] so we can address your concerns immediately and find a resolution.

– [Manager Name], Zuma Pharmacy [Location]

Review Response Stats:

• Response time: Within 24 hours (weekdays), 48 hours (weekends)
• Response rate: 100% (every single review)
• Personalization: Always mentioned specific points from review
• Offline resolution: Contacted unhappy customers directly

The Results:

Week 4: Started seeing impact

• 15 new positive reviews
• Rating improved to 4.1 stars
• Negative reviewers updated reviews after resolution

Week 8: Momentum building

• 42 new reviews
• Rating improved to 4.4 stars
• Review volume increased 300%

Day 90: Transformed reputation

• 119 new reviews (total: 166 reviews)
• Average rating: 4.6 stars
• Top-rated pharmacy in each neighborhood
• Several reviews mentioned responsive management

Review Generation Strategy:

We implemented a systematic approach to getting more reviews:

1. In-Person Requests (Most Effective):

• Staff trained to ask satisfied customers
• Printed cards with QR code linking to review page
• Incentive: “Your feedback helps us serve you better”
• Timing: After positive interaction or compliment

2. SMS Campaign:

• 2 days after purchase, send SMS:

Hi [Name], thank you for choosing Zuma Pharmacy! If you were satisfied with our service, we’d appreciate a quick review: [Short Link]. It helps other customers find us. – Zuma Team

• Sent to customers who opted into SMS
• 8% review conversion rate

3. Email Follow-Up:

• 1 week after purchase, send email
• Included direct link to review page for their location
• Highlighted impact of reviews
• 3% review conversion rate

4. Social Proof:

• Displayed positive reviews in-store
• Shared reviews on social media
• Created “Customer Love Wall”
• Encouraged organic review generation

Review Volume by Month:

• Month 1: 31 new reviews
• Month 2: 45 new reviews
• Month 3: 43 new reviews
• Total: 119 new reviews in 90 days

Step 6: Q&A Management (Days 1-90)

The Questions & Answers section of Google Business Profiles is often overlooked but highly visible.

Initial State:

• 12 unanswered questions
• Some answers provided by random users (not always accurate)

Our Approach:

1. Answered All Existing Questions: We provided detailed, helpful answers to every question:

Example Q&A:

Q: “Do you accept NHIF insurance?”

A: Yes! We accept NHIF insurance for prescription medications. Please bring your NHIF card and prescription from your doctor. For questions about specific coverage, call us at [Phone] and our pharmacist will be happy to help. – Zuma Pharmacy Team

2. Proactively Added Common Questions: We added and answered FAQs ourselves:

• “What are your delivery options?”
• “Do you sell COVID-19 test kits?”
• “Can I get a prescription consultation?”
• “What forms of payment do you accept?”
• “Do you price match?”

3. Monitored for New Questions:

• Checked daily for new questions
• Responded within 12 hours
• Provided thorough, helpful answers

Impact:

• Reduced customer support calls by ~15%
• Improved conversion from Google searchers
• Demonstrated responsiveness to potential customers

Step 7: Local SEO Enhancements (Days 1-90)

Citation Building:

We ensured consistent business information across:

• Google Business Profile
• Facebook Business Page
• Apple Maps
• Bing Places
• Yelp
• Foursquare
• Kenya business directories
• Healthcare directories
• Insurance provider directories (NHIF, etc.)

Local Link Building:

Built local relevance through:

• Partnership with nearby hospitals (referrals)
• Sponsorship of community health events
• Local business association memberships
• Healthcare blog guest posts
• Local news mentions for health campaigns

Location-Specific Landing Pages:

Created dedicated web pages for each location:

• URL structure: Zumapharmacy.com/locations/westlands
• Unique content for each location
• Embedded Google Map
• Location-specific services and hours
• Customer testimonials from that location
• Schema markup for local business

Mobile Optimization:

• 68% of pharmacy searches happen on mobile
• Ensured click-to-call worked perfectly
• Made directions one-tap easy
• Mobile-friendly appointment booking

The Google Business Profile Results (After 90 Days)

Visibility Metrics:

• Search Impressions: 47,300 (up from 8,200 – 477% increase)
• Map Views: 12,400 (up from 2,100 – 490% increase)
• Website Clicks: 3,240 (up from 420 – 671% increase)
• Phone Calls: 1,870 (up from 380 – 392% increase)
• Direction Requests: 2,940 (up from 510 – 476% increase)

Ranking Improvements:

• Location 1 (Westlands): #1 for “pharmacy westlands”
• Location 2 (Ngong Road): #2 for “pharmacy ngong road”
• Location 3 (South C): #1 for “pharmacy south c”
• Location 4 (Kilimani): #3 for “pharmacy kilimani”

All locations: First page for “pharmacy near me” in their service areas

Reputation Metrics:

• Average rating: 4.6 stars (up from 3.8)
• Total reviews: 166 (up from 47 – 253% increase)
• Response rate: 100%
• Average response time: <24 hours

Conversion Impact:

• Estimated 40% increase in foot traffic from organic search
• 35% of new customers cited “found on Google” as discovery method
• Free traffic value: ~$8,000/month (if paid for equivalent traffic)

What Made It Work:

1. Consistency across all profiles and citations
2. Completeness of information (photos, hours, services)
3. Engagement through regular posts and reviews
4. Responsiveness to customer questions and feedback
5. Local relevance built through citations and content

Phase 3: Building a Conversion Tracking Infrastructure

The final pillar was creating a system to accurately measure what was driving results.

Step 1: Meta Pixel + Conversions API Implementation (Days 1-7)

The Problem: iOS 14+ privacy changes meant 30-40% of conversions weren’t being tracked properly through the Meta Pixel alone.

The Solution: Dual Tracking

Meta Pixel Setup (Client-Side):

Installed and configured the Meta Pixel to track:

// Page View (automatically tracked)

fbq(‘track’, ‘PageView’);

// Product Page Views

fbq(‘track’, ‘ViewContent’, {

  content_name: ‘Paracetamol 500mg’,

  content_category: ‘Pain Relief’,

  content_ids: [‘12345’],

  content_type: ‘product’,

  value: 250,

  currency: ‘KES’

});

// Add to Cart

fbq(‘track’, ‘AddToCart’, {

  content_name: ‘Multivitamin Pack’,

  content_ids: [‘67890’],

  value: 1200,

  currency: ‘KES’

});

// Initiate Checkout

fbq(‘track’, ‘InitiateCheckout’, {

  content_ids: [‘12345’, ‘67890’],

  num_items: 2,

  value: 1450,

  currency: ‘KES’

});

// Purchase

fbq(‘track’, ‘Purchase’, {

  content_ids: [‘12345’, ‘67890’],

  value: 1450,

  currency: ‘KES’,

  transaction_id: ‘TXN-2024-001’

});

// Store Location Click

fbq(‘trackCustom’, ‘StoreLocationClick’, {

  location: ‘Westlands’

});

// Phone Click

fbq(‘trackCustom’, ‘PhoneClick’, {

  location: ‘Westlands’

});

Conversions API Setup (Server-Side):

Implemented server-side tracking to capture conversions the pixel misses:

Integration Method: Shopify Conversions API App

Events Passed Server-Side:

• Purchase (with transaction details)
• Add to Cart
• Initiate Checkout
• Form submissions
• Phone number clicks (from call tracking)
• Offline conversions (in-store purchases attributed to ads)

Enhanced Match Parameters: We passed additional customer data for better matching:

{

  em: ‘hashed_email@example.com’, // SHA256 hashed

  ph: ‘hashed_phone_number’, // SHA256 hashed

  fn: ‘hashed_first_name’,

  ln: ‘hashed_last_name’,

  ct: ‘nairobi’,

  st: ‘nairobi’,

  zp: ‘00100’,

  country: ‘ke’

}

Event Deduplication: Configured deduplication to avoid double-counting:

• Used transaction IDs to match pixel and CAPI events
• Meta automatically deduplicates within 48-hour window

Results After Implementation:

• Captured 32% more conversions than Pixel alone
• Improved attribution accuracy
• Meta’s algorithm optimized better with more complete data
• ROAS calculations became more accurate

Step 2: Call Tracking System (Days 8-14)

The Challenge: Phone calls were a primary conversion point (estimated 40% of conversions), but we couldn’t track which marketing channel drove each call.

The Solution: Dynamic Call Tracking

Service Used: CallRail (alternatives: CallTrackingMetrics, WhatConverts)

Implementation:

1. Dynamic Number Insertion (DNI):

• Website showed different phone numbers based on traffic source
• Meta Ads traffic → Number A
• Google Organic → Number B
• Google Ads → Number C
• Direct traffic → Number D

2. Location-Specific Numbers: Each pharmacy location got dedicated tracking numbers:

• Location 1: +254-700-XXX-001
• Location 2: +254-700-XXX-002
• Location 3: +254-700-XXX-003
• Location 4: +254-700-XXX-004

All numbers forwarded to the actual pharmacy lines.

3. Call Recording & Analysis:

• Recorded calls for quality and training (with consent notification)
• Transcription enabled for keyword analysis
• Call scoring based on outcome (appointment booked, prescription filled, etc.)

4. Integration with Meta: Connected CallRail to Meta via webhook:

// When call >2 minutes occurs

Send offline conversion event to Meta:

{

  event_name: ‘PhoneCall’,

  event_time: timestamp,

  user_data: {

    ph: hashed_phone_number,

    click_id: fbc_parameter

  },

  custom_data: {

    call_duration: 245,

    location: ‘Westlands’,

    value: 35, // estimated value per qualified call

    currency: ‘KES’

  }

}

What We Tracked:

• Total calls by source
• Call duration (proxy for quality)
• First-time vs. repeat callers
• Call outcome (prescription filled, appointment booked, question only)
• Revenue per call

Call Quality Scoring:

High-Quality Call (10 points):

• Duration >3 minutes
• Prescription-related
• Appointment booked or order placed

Medium-Quality Call (5 points):

• Duration 1-3 minutes
• Product inquiry
• Genuine customer question

Low-Quality Call (1 point):

• Duration <1 minute
• Wrong number
• Spam/solicitation

Call Handling Training:

Based on recordings, we identified areas for improvement:

Issue 1: Staff often didn’t capture caller source 

Fix: Script update: “How did you hear about us?”

Issue 2: Long hold times during peak hours 

Fix: Hired additional part-time staff for phone coverage

Issue 3: Inconsistent information about products/services 

Fix: Created FAQ document for all staff

Call Tracking Results (90 Days):

Total Calls Tracked: 2,847 Source Breakdown:

• Meta Ads: 987 calls (35%)
• Google Organic: 743 calls (26%)
• Google Ads: 412 calls (14%)
• Direct: 498 calls (17%)
• Other: 207 calls (8%)

Conversion Rate: 68% (calls resulting in purchase or appointment) Average Call Duration: 4:23 minutes Estimated Revenue from Calls: KSh 1,240,000 ROI on Call Tracking: 47x ($500 monthly cost vs. visibility into $30K in call-driven revenue)

Step 3: Walk-In Attribution System (Days 15-21)

The Challenge: Many customers saw ads online, then visited stores in-person. We needed to connect the dots.

The Solution: Multi-Method Attribution

Method 1: Staff Question Protocol

Trained all pharmacy staff to ask every new customer: “How did you hear about us today?”

Response Options:

1. Facebook/Instagram
2. Google Search
3. Walked by
4. Friend referral
5. Insurance/Doctor referral
6. Other

Implementation:

• Added field to POS system for staff to log source
• Made it part of customer greeting script
• Gamified it: Location with best tracking compliance got team lunch

Compliance Rate: 78% (by end of Month 3)

Method 2: Promo Code Tracking

Created unique promo codes for different channels:

Meta Ads:

• “FACEBOOK10” – 10% off first purchase
• Promoted in ads leading to in-store visits

Google Search:

• “GOOGLE10” – 10% off first purchase
• Listed in Google Business Profile posts

Tracking: Promo code redemptions logged in POS system

Redemption Rate: 34% (of eligible customers used codes)

Method 3: SMS/Email Capture

For customers who engaged online before visiting:

Online Form: “Planning to visit? Get a 10% discount code sent to your phone!”

• Captured phone number
• Sent SMS with unique code
• Tracked when code used in-store

Attribution Window: 14 days (if code used within 14 days of form submission, attributed to original source)

Method 4: Geo-Fence Mobile Attribution

Advanced Tactic: Used Meta’s store visit measurement:

Setup:

• Verified store locations in Meta Events Manager
• Enabled store visit tracking in campaigns
• Meta tracks users who saw ads and visited locations

Limitations:

• Only works for users with location services on
• 7-day attribution window
• Privacy-focused (aggregated data only)

Results:

• Captured ~30% of ad-influenced store visits
• Validated that Meta Ads were driving foot traffic
• Helped justify continued ad spend

Method 5: Loyalty Program Integration

Week 7 Implementation: Launched simple loyalty program:

Enrollment:

• Customer provides phone number at checkout
• Gets digital loyalty card (SMS-based)
• Tracks purchases across all locations

Attribution Benefit:

• First purchase source logged
• Tracked customer lifetime value by acquisition channel
• Could see which channels brought most valuable customers

Insight Gained:

• Meta Ads customers had 23% higher LTV than walk-ins
• Google Organic customers had highest repeat rate (67%)
• Validated spending more on these channels

Step 4: Dashboard Creation (Days 22-30)

The Problem: Data was scattered across multiple platforms:

• Meta Ads Manager
• Google Analytics
• CallRail
• POS System
• Google Business Profile Insights

The Solution: Unified Dashboard

Tool Used: Google Data Studio (now Looker Studio) – Free

Dashboard Structure:

Page 1: Executive Summary

• Total revenue (current period vs. previous period)
• New customers acquired
• Customer acquisition cost
• Return on ad spend
• Top performing channels

Page 2: Meta Ads Performance

• Ad spend by campaign
• ROAS by campaign
• Cost per result
• Top performing ads (CTR, CPA, ROAS)
• Audience performance

Page 3: Organic Performance

• Google Business Profile impressions
• Website traffic sources
• Organic conversions
• SEO rankings

Page 4: Call Analytics

• Total calls by source
• Call quality scores
• Peak call times
• Call conversion rate
• Revenue from calls

Page 5: Location Performance

• Revenue by location
• Customer acquisition by location
• Top selling products by location
• Customer satisfaction (review ratings) by location

Page 6: Customer Insights

• Customer demographics
• Lifetime value by acquisition channel
• Repeat purchase rate
• Average order value
• Product category performance

Data Connections:

Connected the following data sources:

1. Meta Ads (via native connector)
2. Google Analytics (via native connector)
3. CallRail (via API connector)
4. POS System (via CSV upload, daily automation)
5. Google Sheets (for manual data like in-store attribution)

Automated Reporting:

Set up automated reports sent weekly:

• Monday 8 AM: Weekly performance summary to leadership team
• 1st of Month: Monthly comprehensive report
• Real-time access: Dashboard link shared with all stakeholders

Custom Metrics Created:

Blended ROAS:

(Total Revenue from All Sources) / (Total Marketing Spend)

= True marketing efficiency

Full-Funnel CAC:

(Total Marketing Spend) / (New Customers from All Sources)

= True cost per customer

Channel-Specific Customer LTV:

(Total Revenue from Channel Customers) / (Number of Customers from Channel)

= Helps prioritize high-value channels

Dashboard Impact:

Before Dashboard:

• Management got monthly Excel reports
• Data was 2-3 weeks old
• Couldn’t spot trends quickly
• Decision-making was delayed

After Dashboard:

• Real-time visibility into performance
• Identified issues same-day
• Data-driven decisions became the norm
• Optimizations happened weekly instead of monthly

Example: Data-Driven Decision

Week 5 Discovery: Dashboard showed Location 3 (Ngong Road) had:

• 2x higher ROAS than other locations
• Lower CAC despite competitive area
• Higher average order value

Action Taken:

• Increased ad budget allocation to Location 3 by 40%
• Created location-specific promotions
• Investigated what made it successful (better staff training, product mix)
• Replicated best practices at other locations

Result:

• Location 3 revenue increased by 28% in next 30 days
• Total network revenue up 12% from this optimization alone

Step 5: Offline Conversion Tracking (Days 31-90)

The Advanced Attribution Challenge:

Many conversions followed this path:

1. Customer saw Meta Ad
2. Clicked ad and browsed products
3. Didn’t purchase online
4. Visited store 3 days later
5. Made purchase in-store

Traditional tracking would miss this conversion entirely.

The Solution: Offline Conversion Upload

Implementation Process:

1. Data Collection:

At point of sale, captured:

• Customer phone number (from loyalty program)
• Email (if available)
• Purchase amount
• Products purchased
• Transaction ID
• Location
• Date/time

2. Data Matching:

Weekly process:

• Export in-store purchases from POS
• Match customer phone/email to online activity
• Identify customers who engaged with ads before in-store purchase
• Match using Meta’s click_id or browser_id

3. Upload to Meta:

CSV upload to Meta Events Manager:

email,phone,purchase_value,currency,transaction_id,event_time

hashed_email@example.com,hashed_phone,1450,KES,TXN-001,2024-06-15T14:30:00

Requirements:

• Hash sensitive data (email, phone) using SHA256
• Include transaction_id to prevent duplicates
• Upload within 62 days of original ad click

4. Attribution:

Meta automatically matches:

• In-store purchase → Ad click/view
• Attributes conversion to correct campaign
• Updates ROAS calculations
• Improves future campaign optimization

Offline Conversion Results:

Matches Found:

• 387 in-store purchases matched to ad interactions (Month 1-3)
• Average time from ad click to purchase: 4.2 days
• Average order value: KSh 1,840 (higher than online orders)

ROAS Impact:

• Before offline conversions: 3.1x ROAS
• After offline conversions: 3.5x ROAS
• 13% improvement in reported performance

Why This Mattered:

• Proved that Meta Ads were driving in-store sales
• Justified increased ad spend
• Improved Meta’s optimization (more conversion data = better targeting)

The Tracking Infrastructure Results (After 90 Days)

Attribution Accuracy:

• Before: Could track ~45% of conversions with confidence
• After: Could track ~90% of conversions accurately

Visibility Improvements:

• Real-time dashboard accessible to all stakeholders
• Weekly automated reports
• Same-day issue identification
• Data-driven decision making culture

Revenue Attribution by Channel:

• Meta Ads: 38% of revenue (KSh 456,000/month)
• Google Organic: 27% of revenue (KSh 324,000/month)
• Phone Calls: 22% of revenue (KSh 264,000/month)
• Direct/Walk-in: 13% of revenue (KSh 156,000/month)

ROI of Tracking Infrastructure:

• Investment: KSh 50,000 (setup) + KSh 15,000/month (tools)
• Value: Enabled KSh 600,000+ in additional revenue through better optimization
• ROI: 20x in first 90 days

What Made It Work:

1. Multi-method approach (pixel, API, calls, offline)
2. Data centralization (single dashboard for all metrics)
3. Automated processes (reduced manual reporting burden)
4. Actionable insights (data led to immediate optimizations)
5. Team buy-in (staff participated in attribution tracking)

The Results: 100% Revenue Growth in 90 Days

Overall Business Impact

Revenue Performance:

Baseline (Pre-Campaign):

• Monthly Revenue: KSh 600,000
• Average Daily Revenue: KSh 20,000
• Customer Count: ~450/month

Day 90 (Post-Campaign):

• Monthly Revenue: KSh 1,200,000
• Average Daily Revenue: KSh 40,000
• Customer Count: ~980/month

Growth: 100% revenue increase (exactly doubled)

Performance by Location

Location 1: Westlands

• Baseline: KSh 180,000/month
• Day 90: KSh 342,000/month
• Growth: 90% increase
• Key Driver: High-income demographic responded to supplement promotions

Location 2: Ngong Road

• Baseline: KSh 150,000/month
• Day 90: KSh 330,000/month
• Growth: 120% increase
• Key Driver: Best ROAS on Meta Ads, excellent staff training

Location 3: South C

• Baseline: KSh 145,000/month
• Day 90: KSh 276,000/month
• Growth: 90% increase
• Key Driver: Strong Google Business Profile presence

Location 4: Kilimani

• Baseline: KSh 125,000/month
• Day 90: KSh 252,000/month
• Growth: 102% increase
• Key Driver: Successful delivery service promotion

Marketing Efficiency Improvements

Customer Acquisition Cost:

• Before: KSh 2,900 per customer
• After: KSh 1,680 per customer
• Improvement: 42% reduction

Return on Ad Spend:

• Before: 1.2x ROAS
• After: 3.5x ROAS
• Improvement: 192% increase

Marketing Spend Efficiency:

• Before: KSh 15,000/month → KSh 180,000 revenue (12x)
• After: KSh 12,000/month → KSh 456,000 revenue (38x)
• Spent LESS but earned MORE

Channel Performance Breakdown

Meta Ads:

• Spend: KSh 360,000 (3 months)
• Revenue Generated: KSh 1,368,000
• ROAS: 3.8x
• New Customers: 476
• Impact: Primary growth driver

Google Business Profile (Organic):

• Spend: KSh 0 (time investment only)
• Revenue Generated: KSh 972,000 (estimated)
• New Customers: 389
• Impact: Highest ROI channel

Phone Calls:

• Attributable Revenue: KSh 792,000
• Conversion Rate: 68%
• Average Order: KSh 2,780
• Impact: High-value conversions

Direct/Walk-in:

• Revenue: KSh 468,000
• Growth: 35% (spillover from other marketing)
• Impact: Brand awareness building

Customer Metrics

New Customer Acquisition:

• Before: 110 new customers/month
• After: 327 new customers/month
• Growth: 197% increase

Repeat Purchase Rate:

• Before: 34% of customers returned
• After: 51% of customers returned
• Improvement: 50% increase in retention

Average Order Value:

• Before: KSh 1,330
• After: KSh 1,520
• Growth: 14% increase

Customer Lifetime Value:

• Before: KSh 2,840 (over 12 months)
• After: KSh 4,560 (over 12 months)
• Growth: 61% increase

Reputation & Brand Impact

Google Reviews:

• Before: 47 reviews, 3.8-star average
• After: 166 reviews, 4.6-star average
• Growth: 253% more reviews, 21% higher rating

Online Visibility:

• Before: Minimal local search presence
• After: #1 or #2 ranking for all locations
• Impact: Brand became synonymous with quality in neighborhoods

Social Proof:

• Facebook Page Likes: 420 → 2,840 (576% growth)
• Instagram Followers: 180 → 1,320 (633% growth)
• Engagement Rate: 1.2% → 4.8%

Financial Impact

Total Revenue Increase: KSh 7,200,000 over 3 months

Marketing Investment:

• Meta Ads: KSh 360,000
• Tools & Software: KSh 45,000
• Consulting Fees: KSh 450,000
• Total Investment: KSh 855,000

Net Profit Increase (assuming 30% margins):

• Additional Revenue: KSh 7,200,000
• Additional Profit: KSh 2,160,000
• Less Marketing Investment: KSh 855,000
• Net Gain: KSh 1,305,000

ROI: 152% return on marketing investment in 90 days

Operational Impact

Staff Efficiency:

• Transaction processing time decreased 18%
• Customer service scores improved 34%
• Staff confidence in handling customer inquiries increased

Inventory Management:

• Stock-outs reduced from 12% to 3%
• Better forecasting based on promotional calendar
• Improved product mix based on performance data

Business Confidence:

• Management green-lit expansion plans
• Hired 3 additional staff members
• Began planning 5th location

Key Lessons and Takeaways

What Worked Exceptionally Well

1. Simplified Campaign Structure

Lesson: Less is more in campaign architecture.

Our initial instinct might be to create separate campaigns for every product category, location, and audience. But Meta’s algorithm performs better with:

• Fewer campaigns with larger budgets
• Clear, single objectives per campaign
• Room for the algorithm to learn and optimize

Practical Application:

• Start with 3-4 campaigns max
• Give each at least $50/day to learn effectively
• Consolidate rather than fragment

2. Creative Testing Changed Everything

Lesson: The creative (ad itself) matters more than precise targeting.

The difference between our worst-performing and best-performing ads was 8x ROAS. Same audience, same budget, different creative.

What Made Winning Creatives:

• Real customer testimonials (UGC)
• Mobile-first video format
• Problem-solution-CTA structure
• Authentic, not overly polished

Practical Application:

• Allocate 20% of budget to creative testing
• Test 10+ variations monthly
• Retire ads when frequency hits 3.5+
• Always have fresh creatives in pipeline

3. Google Business Profile Was the Hidden Gem

Lesson: Free traffic is often better than paid traffic.

GBP optimization delivered:

• Zero direct cost
• Higher intent traffic (people actively looking)
• Better conversion rates
• Compounding returns over time

What Moved the Needle:

• Responding to every review within 24 hours
• Posting 3x per week
• Complete profile information
• High-quality photos

Practical Application:

• Invest time in GBP before spending on ads
• Make review responses a daily habit
• Use Google Posts for promotions
• Think of GBP as your free storefront

4. Tracking Infrastructure Enabled Everything

Lesson: You can’t optimize what you can’t measure.

The dashboard and tracking systems weren’t just for reporting—they were the foundation of our optimization strategy.

What It Enabled:

• Identified Location 3’s superior performance (increased its budget 40%)
• Discovered supplement ads had 2x profit margin (shifted creative focus)
• Found peak conversion times (adjusted ad scheduling)
• Proved Meta Ads drove in-store sales (justified more investment)

Practical Application:

• Set up proper tracking BEFORE spending heavily on ads
• Create a simple dashboard you check daily
• Track conversions beyond just online purchases
• Use data to guide decisions, not gut feelings

5. Staff Buy-In Multiplied Results

Lesson: Marketing works better when operations supports it.

When front-line staff:

• Asked customers “How did you hear about us?”
• Mentioned current promotions
• Provided excellent service that generated reviews
• Called back customers about stock availability

…Marketing results compounded.

Practical Application:

• Train all customer-facing staff on marketing initiatives
• Make attribution tracking part of their process
• Incentivize review generation
• Create feedback loops between marketing and operations

What Didn’t Work (And What We Learned)

1. Overly Complicated Targeting

What We Tried: Week 1, we created detailed interest-based audiences:

• “People interested in natural remedies AND fitness AND health food”
• “Parents of children under 5 interested in pediatric care”
• 15+ different audience variations

What Happened:

• Ad sets had tiny audience sizes
• None reached 50 conversions/week (Meta’s learning threshold)
• Algorithm couldn’t optimize effectively
• Performance was mediocre

What We Changed:

• Simplified to broader audiences
• Let creative and messaging do the segmenting
• Meta’s algorithm found our customers better than we could

Lesson: Trust Meta’s machine learning. Your job is great creative, not micro-targeting.

2. Ignoring Mobile Experience Initially

What We Tried: Designed ads and landing pages on desktop, checked mobile as an afterthought.

What Happened:

• 68% of our traffic was mobile
• Bounce rate on mobile: 73%
• Desktop-designed pages looked terrible on phones
• Lost conversions unnecessarily

What We Changed:

• Designed for mobile FIRST
• Simplified mobile checkout
• Used vertical video formats
• Added click-to-call buttons prominently

Lesson: Mobile isn’t optional—it’s primary.

3. Generic, “Professional” Creative

What We Tried: Week 1 ads featured:

• Stock photos of pharmacies and pills
• Corporate messaging about “quality” and “care”
• Polished, sterile aesthetic
• “Professional” voiceovers

What Happened:

• CTR: 0.9% (below 1% is poor)
• High CPM, low engagement
• Blended in with competitor ads
• Generated very few conversions

What We Changed:

• Real customer testimonials
• Authentic, slightly “rough” video
• Specific benefit statements
• Conversational tone

Result: CTR jumped to 4.2% with authentic UGC-style content

Lesson: People respond to people, not stock photos.

4. Trying to Optimize Too Early

What We Tried: Day 3 of new campaigns, we saw high CPAs and started:

• Pausing ad sets
• Changing targeting
• Adjusting budgets
• Testing new creative

What Happened:

• Reset Meta’s learning phase repeatedly
• Algorithm never got enough data to optimize
• Performance stayed poor because we kept interfering

What We Changed:

• Waited 7-14 days before major changes
• Let campaigns spend at least $500 before judging
• Only killed obvious losers (CTR <0.5%, CPA >3x target)
• Had patience with the learning phase

Lesson: Give campaigns time to learn. Premature optimization prevents optimization.

5. Neglecting Review Responses

What We Tried: Early weeks, we focused on generating new reviews but didn’t respond to existing ones promptly.

What Happened:

• Some negative reviews festered without response
• Potential customers saw unaddressed complaints
• Trust was undermined
• Review generation slowed

What We Changed:

• Made review responses a daily priority
• Responded within 24 hours to everything
• Took unhappy customers offline to resolve
• Several updated their negative reviews after resolution

Lesson: Responding to reviews matters as much as getting them.

Critical Success Factors

Looking back, these were the make-or-break elements:

1. Management Buy-In: Leadership trusted the process and didn’t panic during the learning phase (Weeks 1-3).

2. Adequate Budget: $12,000/month gave us enough to test properly. Less would have been too constrained.

3. Quick Iteration: Weekly optimization cycles meant we improved continuously rather than waiting for monthly reports.

4. Data-Driven Decisions: Every change was based on performance data, not opinions or assumptions.

5. Holistic Approach: We didn’t just fix ads—we fixed the entire customer journey from search to purchase.

6. Staff Training: Operations and marketing worked together rather than in silos.

7. Consistent Execution: We posted to GBP 3x/week, responded to reviews daily, tested new creative weekly—consistency compounded.

What Would We Do Differently?

If Starting Again, We’d:

1. Start with GBP Optimization First: Week 1-2: Fix Google Business Profiles Week 3-4: Launch Meta Ads

Reason: GBP generates free, high-intent traffic and takes time to rank. Start it ASAP while planning paid campaigns.

2. Implement Tracking Before Spending: Don’t spend significant ad budget until tracking is bulletproof.

3. Build Creative Library Earlier: Have 30+ creative variations ready before launch, not scrambling to create them during the campaign.

4. Set Up Loyalty Program Day 1: The customer database became incredibly valuable. Wish we’d started it earlier.

5. Document Everything: Create an operations manual of what worked so it’s replicable for future locations.

How You Can Replicate This Success

For Healthcare Business Owners

Your 90-Day Action Plan:

WEEK 1-2: FOUNDATION

☐ Audit Current State

• Document baseline revenue
• Review existing marketing efforts
• Check Google Business Profile status
• Assess tracking capabilities

☐ Claim and Verify GBPs

• Verify ownership of all locations
• Ensure NAP consistency
• Update hours and contact info

☐ Get Access to Platforms

• Meta Business Manager
• Google Analytics
• Call tracking software
• POS system data

☐ Set Up Basic Tracking

• Install Meta Pixel correctly
• Configure Google Analytics events
• Implement call tracking

WEEK 3-4: QUICK WINS

☐ Optimize GBP (Immediate Impact)

• Add 20+ high-quality photos per location
• Write compelling business descriptions
• Complete all profile sections
• Respond to all existing reviews
• Create weekly posting schedule

☐ Launch Simple Meta Ads

• Start with 1-2 campaigns
• Budget: $50-100/day minimum
• Test 5-10 creative variations
• Focus on local reach

☐ Implement Attribution Basics

• Train staff to ask “How did you hear about us?”
• Add field to POS system
• Create simple tracking spreadsheet

WEEK 5-8: OPTIMIZATION

☐ Refine Meta Ads

• Analyze first month performance
• Kill bottom 50% of ads
• Scale top performers
• Launch new creative tests

☐ Ramp Up GBP

• Implement review generation system
• Respond to reviews within 24 hours
• Post 3x per week
• Answer Q&A section questions

☐ Upgrade Tracking

• Implement Conversions API
• Set up offline conversion uploads
• Create performance dashboard

WEEK 9-12: SCALING

☐ Scale What Works

• Increase budget on best-performing campaigns
• Expand to additional platforms (Google Ads)
• Create more creative variations
• Optimize for customer lifetime value

☐ Optimize Operations

• Align inventory with promotions
• Improve customer service based on feedback
• Streamline checkout process
• Launch loyalty program

☐ Report and Plan

• Document results and learnings
• Present ROI to leadership
• Plan next quarter strategy
• Establish ongoing processes

For Digital Marketers

How to Pitch and Execute This Strategy:

The Pitch:

“I can double your revenue in 90 days using a three-pillar strategy that’s worked for similar healthcare businesses:

1. Optimized Meta Ads targeting your local market with tested creative
2. Google Business Profile mastery for free, high-intent traffic
3. Conversion tracking infrastructure so we know exactly what’s working

I’ll need 90 days and a $12,000/month ad budget. If we don’t see at least 50% growth, I’ll refund half my fee.”

Why This Pitch Works:

• Specific timeframe (90 days)
• Concrete strategy (three pillars)
• Proof (case study results)
• Reduced risk (money-back guarantee)

Execution Checklist:

ONBOARDING (Week 1):

• Get access to all accounts
• Complete audit
• Set baseline metrics
• Present strategy deck
• Get stakeholder approval

SETUP (Week 2-3):

• Install tracking properly
• Set up GBP optimization process
• Create initial ad creative
• Build performance dashboard

LAUNCH (Week 4):

• Go live with campaigns
• Start GBP posting schedule
• Begin review response process
• Monitor daily performance

OPTIMIZE (Week 5-12):

• Weekly performance reviews
• Creative testing cycles
• Budget reallocation
• Dashboard reporting

Key Success Factors:

1. Manage Expectations:
   
   • Weeks 1-3: Learning phase, results won’t be amazing yet
   • Week 4-8: Performance improves as optimization kicks in
   • Week 9-12: Exponential growth from compounding effects
2. Communicate Proactively:
   
   • Weekly status updates
   • Monthly comprehensive reports
   • Flag issues immediately
   • Celebrate wins
3. Show the Data:
   
   • Dashboard access for client
   • Attribution transparency
   • Clear ROI calculations
   • Visual progress reports

For Small Budgets (Under $5,000/month)

The Lean Approach:

If you can’t afford $12,000/month on ads, focus on:

#1: Google Business Profile (Free)

• 80% of effort here
• Biggest ROI for zero cost
• Compounds over time

#2: Minimal Meta Ads ($1,000-2,000/month)

• Just enough to test and learn
• Focus on 1-2 campaigns
• Test 5-10 creatives
• Scale slowly

#3: Basic Tracking (Free tools)

• Google Analytics (free)
• Manual call tracking
• Staff attribution questions
• Simple spreadsheet dashboard

Expected Results:

• 30-50% growth vs. 100% (with full budget)
• Slower timeline: 4-6 months vs. 90 days
• But still significantly ROI-positive

Common Mistakes to Avoid

❌ Trying to Do Everything at Once Start with GBP and basic Meta Ads. Don’t launch 10 campaigns across 5 platforms.

❌ Insufficient Budget for Testing $500/month isn’t enough for Meta Ads to optimize. Save up for $1,000+ or focus on free channels.

❌ Ignoring Creative Quality Spending $10,000 on ads with terrible creative is wasting $10,000. Invest in good creative.

❌ Not Tracking Properly Can’t optimize what you can’t measure. Set up tracking BEFORE spending big.

❌ Impatience Pausing campaigns after 2 days of poor performance prevents the algorithm from learning.

❌ Neglecting Operations Marketing brings customers in, but poor service drives them away. Fix operations first.

❌ No Review Strategy Reviews are social proof. Without them, your ads work harder to convince skeptics.

Final Thoughts

Doubling a business’s revenue in 90 days sounds impossible—but it’s not.

It requires:

1. A clear strategy (our three-pillar approach)
2. Proper execution (following best practices)
3. Continuous optimization (weekly improvements based on data)
4. Patience during learning phases (Weeks 1-3 are the hardest)
5. Alignment between marketing and operations (staff buy-in matters)

The Zuma Pharmacy case study proves that traditional, local businesses can achieve exponential growth through digital marketing when it’s done right.

The strategy isn’t complicated:

• Fix your local presence (GBP)
• Run targeted paid ads (Meta)
• Track everything properly
• Optimize weekly based on data

The execution requires discipline:

• Don’t panic during learning phases
• Test systematically, not randomly
• Respond to reviews daily
• Train staff to support marketing efforts
• Make data-driven decisions

The results are worth it:

• 100% revenue growth
• 42% lower customer acquisition costs
• Built foundation for continued growth
• Created sustainable competitive advantages

Resources & Templates

Want to implement this strategy yourself? Here’s what you’ll need:

Free Resources:

• Google Business Profile optimization checklist
• Meta Ads campaign structure template
• Review response templates
• Staff attribution training script
• Performance dashboard template (Google Sheets)

Recommended Tools:

• Meta Business Manager (free)
• Google Analytics 4 (free)
• CallRail or similar ($50/month)
• Canva for creative design ($13/month)
• Looker Studio for dashboards (free)

Further Learning:

• Meta Blueprint courses (free)
• Google Skillshop (free)
• Conversion Rate Optimization fundamentals
• Local SEO best practices

Let’s Connect

Have questions about replicating this strategy for your business?

I’m available for consulting engagements and would love to help more healthcare businesses achieve similar results.

LinkedIn: https://www.linkedin.com/in/khasoa-wanyama-236232143/

Email: khasoawanyama@gmail.com 

Phone: +254-786-877408 

Last Updated: January 2026

Disclaimer: Results may vary. This case study represents actual results from one specific client during a specific timeframe. Your results will depend on factors including budget, market conditions, competition, execution quality, and operational readiness. This is not a guarantee of specific results.  Also the company name has been changed for security purposes.

If you found this case study helpful, please share it with other business owners or marketers who might benefit from these strategies.

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