Case Studies

THE CHALLENGE

Walk-In Lab, a direct-to-consumer eCommerce site for affordable and confidential lab testing, sought to increase site traffic to support continued growth. Due to restrictions on healthcare-related accounts, they were unable to leverage key audience targeting tools like Customer Match, Data Segments, and Lookalikes. Additionally, with a large and seasonally shifting catalog of lab tests, Search campaigns performed well for broad terms but struggled with specific test types. As Google moved to sunset Dynamic Search Ads (a historically strong performer for the account), JumpFly needed to find a future-ready solution.

THE APPROACH

JumpFly implemented a Performance Max campaign to safely extend Walk-In Lab’s reach across Google’s Discover, Display, and YouTube networks—channels typically restricted for sensitive interest categories like healthcare. By leveraging Google-approved targeting options such as In-Market, Affinity, select Demographics, and Location Targeting, the campaign maintained compliance while tapping into broader visibility. To prioritize high-performing Search placements and avoid overlap with an already successful Shopping campaign, the PMax setup excluded a product feed. This strategy preserved Shopping campaign performance, avoided redundancies from past full-asset/feed PMax tests, and ensured incremental growth by layering budget on top of existing spend.

THE RESULTS

Since launch, the Performance Max campaign has consistently ranked among the top ROAS performers in the account—on par with the previously leading Dynamic Search campaign. With a target ROAS of 2.5+, the PMax campaign has averaged above a 3.0, exceeding expectations. GA4 data also reveals that it’s the second-largest driver of first-time visitors to the site, even surpassing organic traffic in certain months. Insights from the campaign revealed over 1,500 search themes, confirming that the majority of traffic was driven by Search placements. Leveraging this data, JumpFly is developing new asset groups to focus on high-performing categories with tailored creative. Insights from strong In Market audience performance are informing upcoming tests for Prospecting campaigns on both Display and Demand Gen networks.