IndeMedical

Independent Medical is an online medical supply retailer, with catheters and daily-use supplies at the core of the catalog. The account had run steadily for years. The job was to make it grow.

The Challenge

For years the account was efficient but flat. Spend sat near $15K a month through 2024, and annual revenue barely moved: $913K in 2023, $890K in 2024. Efficiency was never the problem; scale was. Growing meant more than raising budgets, because pushing more spend through the same structure usually just buys worse traffic.

The Solution

• Rebuilt the core of the account as a DWA Performance Max all-products campaign, which became the largest revenue driver at $683K
• Broke out a dedicated Performance Max campaign for catheters, the highest-volume product line, backed by a catheter Shopping campaign and an intermittent-catheter search campaign
• Ran a dedicated competitor Performance Max campaign to capture demand searching for rival suppliers
• Tested a feed-focused Performance Max variant with no search themes to check what the feed wins on its own
• Kept brand search in its own campaign: $1.7K of spend, $123K of revenue
• Scaled monthly budgets deliberately from May 2025 onward, from $14.8K in April to a peak of $37.5K in October

The Results

The scale-up worked because the structure was ready for it. As monthly spend grew 2.5x, revenue followed, and the return held near 4x the whole way.