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PPC: Joint Operations

Wiltshire-based medical equipment supplier

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The challenge

Joint Operations supplies surgical and recovery products across the UK and Ireland. Our paid search work focused on its Bauerfeind UK online store, helping customers discover relevant bracing, compressionwear and support products.

A diverse product range and an expanding website required campaigns that connected specific searches with the right product pages. The challenge was to grow relevant demand, strengthen coverage across product categories and manage a larger advertising budget while limiting spend on low-intent searches.

170%
More Google Ads clicks
185%
More Google Ads reported conversions
256%
More Google Ads impressions
217%
Higher Google Ads reported conversion value
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I've worked with WiredMedia for years now. They are very thorough in their work and are genuine experts in this space.
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Zak Smith, Joint Operations - ★★★★★ Google Review
The solution

Our PPC team refined the Google Ads account around product categories and customer intent. We separated branded and non-brand Shopping activity, expanded Search coverage for wrist, back and insole products, and developed campaigns for compressionwear and VenoTrain.

We refreshed ad copy and assets, tested warranty messaging and tailored Performance Max asset groups to individual product types. Regular search term reviews and negative keyword updates helped filter out irrelevant and research-led searches, directing attention towards customers looking for products.

We reviewed budgets, locations and ad schedules using campaign performance, and ran controlled tests of bidding strategies and AI Max. Campaign restructuring allowed more budget to be directed towards stronger product categories, while keyword research identified further opportunities across the range.

As advertising investment increased, Google Ads reported substantial year-on-year growth in reach, clicks, conversion volume and conversion value. These are platform-reported figures; ongoing reconciliation with ecommerce data supports measurement, while return on ad spend remains a priority as we develop the next stage of the account.