The Shopping campaign was carrying the whole catalogue.
The campaign was advertising all 22 products, so 82% of the money went to respirators and hoods. From 29 August it carries water only.
Respirators & hoods · $2,133
WFI water · $462
82% of the budget18%
82%Went to PPE90 days · $2,595 total
99Clicks on water1 order · $0 revenue
22 → 7Products advertisedwater only, from 29 Aug
$711Recovered a monthback to WFI
Where the budget was going
ILC Dover SCape CBRN30 Powered Air Purifying$870
ILC Dover SCape CO/CBRN30 Powered Air Purify$265
SCape CBRN30 Powered Air Purifying Escape Re$261
ILC Dover Sentinel HEPA HP-P100 Cartridges f$116
Why it does not show up in the usual reports
Shopping ads carry no keywords. Only product-level data reveals this.
Found & fixed
The problemWFI Search campaign
$1,423 spent. No leads recorded.
The campaign is judged on form fills, and WFI buyers do not fill them in. Over 90 days these searches produced three web shop orders and no leads, so the campaign reads as a total failure when it is not.
$1,423Spent31 Jul to 29 Aug
144Clicks3,032 impressions
0Leads recordedthe campaign's only goal
$9.88Cost per clickup from $8.47
What WFI searches actually do · 90 days
0
Form leads
from WFI searches
3
Orders placed
on the web shop
Orders · not counted
Forms · the only thing counted
Last month, step by step
Clicks144
Added to cart2
Started checkout1
Bought0
Enquired0
People start buying. Almost nobody fills in a form.
Also fixedWFI Search campaign
We removed the waste. This is what is left.
Two things were taking the budget: brand searches that belong in their own campaign, and retail shoppers looking for bacteriostatic water. Both are blocked as of 30 August.
Brand · fixed 30 Aug
70%→0%
of visible spend · June to now
Retail · blocked 30 Aug
48%→13%
July peak to last 30 days
Cut · done37 searches · $358 · nothing back
lambda bacteriostatic water$49
wholesale bacteriostatic water$38
bac water supplier$19
baxter sterile water for injection$17
ndc 0409 3977 03$15
baxter sterile water$15
hospira bacteriostatic water wholesale$15
hospira sterile water for injection$14
genetek bac water$13
bacteriostatic water for injection where to buy$11
pharmaceutical grade bacteriostatic water$10
hospira bac water wholesale$9
underground supply bac water$8
wholesale hospira bacteriostatic water$7
fresenius kabi bacteriostatic water$7
parrox water$7
where to buy bacteriostatic water for injection$7
water for injection baxter$7
hospira bacteriostatic water bulk$7
bacteriostatic water for sale$6
bacteriostatic water 100ml$6
sterility research bac water$6
genetek bacteriostatic water$6
water for injection 5 ml$6
medex bac water$6
sterile water for injection 100ml$5
bulk bacteriostatic water$5
hospira bacteriostatic water 25 pack$5
bwfi water$5
lab1 bac water$5
wholesale hospira bac water$5
bac water bulk$5
sterile water for injection 10ml$4
bacteriostatic water for injection free shipping$4
sterile water for injection 50ml$4
bulk bac water$2
sterile water in vials$2
Keep32 searches · $480 · 1 lead · 3 sales
sterile water for injection$1232 sales
wfi quality water$74
wfi water$59
water for injection$49
water for injection pharmaceutical use$24
usp water for injection$20
usp sterile water for injection$19
usp wfi$11
usp grade water$11
sterile water for injection usp$10
usp water$9
sterilized water for injection$8
bacteriostatic water manufacturer$8lead
what is wfi water$8
buy wfi$6
wfi water for injection$6
water for injection usp$5
pharma water$3
usp sterile water$3
distilled water usp$3
water for injections$3
medical grade sterile water$3
sterile water usp$3
high purity water$2
bio water for injection$2
wfi solution$2
sterile water$2
injectable sterile water$1
sterile injectable water$1
injectable water$11 sale
wfi$1
wfi conductivity limit as per usp$0
Room to growWFI Search campaign
A small market, sitting next to a huge one.
WFI is a small, well defined market and we currently reach a seventh of it. Owning nearly all of it would cost about $14,700 a month. The retail category next door is eighteen times bigger.
18,690
WFI searches a month
US, deduplicated
14%
We reach
$1,240 a month
$14,700
Ceiling at 90%
a month
18×
Retail is bigger
328,550 a month
All WFI demand Trade core only
US search onlyCPC rises $8.47 → ~$15 at 90%Brand excluded
What we suggestWFI Search campaign
Split it. Own one. Test the other.
We want to build this into two campaigns. Campaign one takes the trade core, and we fund it to monopolise those searches. Campaign two takes the broader half and runs as a test, judged on orders rather than leads.
Trade core · 8,930 a month
Broad demand · 9,010 a month
Pharma words. Ours to win.Mixed intent. Unproven.
Near enough 50 / 50two real halves, not one big and one tiny
Campaign 1 · own it
Trade core
Size8,930 searches a month
Cost~$7,000/mo to own 90%
So far27 clicks. Never funded.
JudgeLeads & share of voice
wfiwfi waterwater for injectionusp wfiusp waterhigh purity waterwfi quality watercompendial waterusp purified water+80 more
Campaign 2 · test it
Broad demand
Size9,010 searches a month
So far1.54x back on $346
Test$40/day × 60 days → 28 orders
JudgeOrders, not leads
sterile water for injectionsterile wfiswfisterile water for injwater for injection sterile
FirstCount the orders3 sales sit outside the campaign goal
We need one numberYour target return, or margin per caseThen it is arithmetic, not opinion
The week aheadwhat we expect to see
More of the budget lands on WFI.
Three changes went in on 29 and 30 August. This is what should move first, and what we will report back next week.
18%→100%Shopping budget on waterPPE removed 29 Aug
37→0Retail searches buying clicksblocked 30 Aug
69%→90%Brand share of voicebudget lifted 30 Aug
$95A day on WFISearch $50 + Shopping $45
What should move first
Days 1-3Water products start taking the Shopping clicks