Nurx is a telemedicine company offering a convenient, private way for people to get birth control and HIV prevention medication (PrEP) prescribed and delivered. A Y Combinator graduate with a Series B behind them, Nurx needed to rapidly build a Google and Bing search presence from almost nothing — and do it in a regulated healthcare category that required platform certification before a single ad could run.
Nurx had two core product lines — birth control and PrEP — and no active search program. Getting ads live required navigating Google and Bing's online pharmacy certification process first. Then came the real work: building an account structure that could scale efficiently against well-established competitors.
We coordinated the entire compliance and certification process with Google and Bing to get Nurx approved. Once live, we implemented comprehensive conversion and phone call tracking through Google Tag Manager, then built the account from scratch — segmenting campaigns by product type, brand, and competitor themes, all using SKAG structure for hyper-targeted relevance and strong Quality Scores.
Within three months, Nurx had a fully functioning, high-performance paid search engine — with costs dramatically below target and quality scores among the strongest in the healthcare category.
Whether you’re looking to expand your search visibility, generate more qualified leads, or build a scalable acquisition engine, our team can help you turn digital marketing into a reliable growth channel.
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For Nurx, we first had to navigate Google and Bing’s online pharmacy certification process before a single ad could run. Once approved, we implemented comprehensive conversion and phone call tracking through Google Tag Manager, then built the entire account from scratch. Campaigns were segmented by product type (birth control and PrEP), brand terms, and competitor themes, all using SKAG structure for hyper-targeted relevance.
The biggest prerequisite for healthcare startups like Nurx is Google’s online pharmacy certification, which requires LegitScript approval before ads can go live. Beyond certification, you need proper conversion tracking including phone call tracking, clearly defined product categories to segment campaigns around, and compliant ad copy that meets Google’s healthcare advertising policies.
Nurx went from almost no search presence to a fully functioning, high-performance SEM machine within three months. The first month focused on getting certified and building the account structure. Performance gains began showing in month two as Quality Scores strengthened, and by month three, all major metrics were hitting well above target.
Nurx increased conversions by 45% with a cost per acquisition 70% below target, and the majority of high-traffic keywords achieved Quality Scores of 8-10. For healthcare startups, PPC for telehealth companies is one of the fastest paths to scalable customer acquisition. The key challenge is navigating compliance and certification requirements, but once that’s handled, the channel can deliver efficient growth quickly.
Healthcare companies advertising prescription products need to complete Google’s online pharmacy certification process, which involves submitting documentation proving you’re a legitimate, licensed provider. For telemedicine companies like Nurx, this also includes Bing certification if you plan to advertise on Microsoft’s network. Working with a PPC agency for telehealth that has navigated this process before can cut weeks off the timeline and avoid common rejection pitfalls.
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