SEM Success Story / Farmacia Coliseum

ROAS of 23.46 at an all-time high

PMAX campaigns focused on high-profitability e-commerce for Farmacia Coliseum. Stable ROAS above 17 for 6 consecutive months, reaching an all-time high of 23.46 with 960 sales in a single month.

PMAX

Performance Max Campaigns
for Pharma E-commerce

23,46

All-time high ROAS
November 2025

+17

Stable ROAS
for 6 months

I want to be the next success story

The Starting Point

Farmacia Coliseum approached Rodanet with an already active online parapharmacy and pharmacy e-commerce, but with Google Ads campaigns that were not performing at the expected level. The online pharma sector is highly competitive, with major players investing large budgets. The challenge: achieve a sustainable and scalable ROAS that would justify the advertising investment and turn the SEM channel into a predictable sales driver.

The Challenge

Scale sales for an online pharmacy e-commerce while maintaining a profitable and sustained ROAS over time, in a highly competitive sector with advertising restrictions specific to the health industry.

The Strategy

What We Did

PMAX Campaign Setup and Optimization

Complete restructuring of campaigns towards the Performance Max format, the most suitable for e-commerce with extensive catalogs. Configuration of asset groups by product category, optimization of the Google Merchant Center feed, and adjustment of audience signals so that the algorithm quickly learned which products and profiles generated the highest conversion value.

Value-Oriented Bidding Strategy

Implementation of a conversion value bidding strategy (tROAS) instead of maximizing conversions. This allowed the algorithm to prioritize higher-ticket and more profitable sales, progressively increasing ROAS to maintain it above 17 for 6 consecutive months and reaching an all-time high of 23.46 in November 2025.

Catalog Monitoring and Optimization

Continuous analysis of product performance to identify the most profitable ones and prioritize their visibility in campaigns. Exclusion of low-margin products and focus on categories with the best balance between search volume and profitability, maintaining equilibrium between sales volume and advertising spend efficiency.