Our work / Ljekarne Pavlić
Case study · E-commerce_
How we rebuilt the measurement, scaled Google Ads 2.8× while keeping the return on ad spend around 18×, and moved a pharmacy webshop up Google’s results. May 2024 – October 2026.
Client_Ljekarne Pavlić
Industry_Pharmacy webshop
Period_May 2024 – Oct 2026
Services_Google Ads · Meta Ads · SEO · Analytics
+33%
Online store revenue
Monthly average, last 12 months vs. April 2024.
+178%
Revenue from Google Ads
Ad spend grew 2.8×, the return stayed around 18×.
−43%
Ad spend in 2026
April–August vs. a year earlier, with Google Ads revenue within 5%.
7.0
Average Google position
Up from 12.3, across all search queries (June 2025 → September 2026).
Baseline: April 2024, the last month before we started in which tracking worked correctly_
The challenge_
When we took over in May 2024, Ljekarne Pavlić ran a small Google Ads campaign and occasional Facebook promotions. The bigger problem sat underneath: the cookie banner didn’t meet the new GDPR consent rules, so Google Analytics silently stopped counting a large share of visits, and Search Console wasn’t connected to Analytics.
For months the reports showed traffic collapsing when it wasn’t. You can’t grow what you can’t measure, so that’s where we started.
What we did_
01_
GDPR-compliant cookie consent, Google Analytics 4 e-commerce tracking and Search Console set up and connected, so every channel reports reliably again.
02_
Monthly promo campaigns on Facebook and Instagram from May to August 2024: 1.7 million impressions and 13,400 clicks to the webshop while the Google side was being rebuilt.
03_
In September 2024 we moved from small Search and Smart campaigns to Performance Max, then raised the budget step by step, only as fast as the return allowed.
04_
Technical optimisation of the webshop and continuous on-page SEO, which took the shop’s average Google position onto the first page of results.
Results · Google Ads_
Compared with April 2024, monthly revenue from Google Ads rose by 178% over the last twelve months while spend grew 2.8×, and the return on ad spend held at around 18× throughout the scale-up.
Index, April 2024 = 100 · Hover or tap for monthly figures · Source: Google Ads_
In spring 2026 we deliberately cut the budget. From April to August, ad spend was 43% lower than in the same months of 2025, Google Ads revenue stayed within 5% of the year before, and the return on ad spend rose from 14× to 23×.
Return on ad spend by quarter (conversion value ÷ spend). Q3 2026 = July–September_
Results · Search_
Steady technical and on-page work moved the shop’s average position across all search queries from 12.3 to 7.0, from the second page of results to the first, and kept it there.
Hover or tap for monthly figures · Source: Google Search Console, data from June 2025 (16-month limit)_
And across the whole shop_
+66%
Online revenue in Q1 2026, the strongest quarter, vs. April 2024
+16%
Higher average order value
+15%
More orders per month
16×
Return on Google Ads spend over all 29 months
How we measured. All figures compare monthly averages with April 2024, the last month measured correctly before our work began; months with broken tracking are not used as a baseline. Revenue and orders: Google Analytics 4, bot traffic excluded. Advertising: Google Ads and Meta Ads Manager. Search: Google Search Console.
Related service_
Google and Meta ads, SEO and CRO — measured monthly and explained in plain language.
