SEO, Google Ads, campaigns
Apoteka Apolo: SEO and Google Ads for an online pharmacy with over 2,000 products
For Apoteka Apolo we did not build the website. We run the channels that bring in customers: SEO and Google Ads. A catalogue of more than 2,000 products competes with large pharmacy chains, and customers buy wherever they first find an offer they trust.
2.036
products in the catalogue
69
expert articles on the blog
SEO + Ads
two channels we run
Project background
About the client and the market
Online pharmacies compete with big chains and marketplaces for exactly the same products. Customers search in two ways: by the exact product name (“vitamin D3 drops”) or by need (“what helps with dry skin”). Both have to be covered, but by different pages.
With health products, Google pays particular attention to accuracy and to how trustworthy the source is. A page with a vague or inaccurate description won’t get a position, however well it is optimised. It also matters that ad spend goes on products that actually sell, not just on clicks.
We did not build the Apoteka Apolo website. Our job is SEO, Google Ads and technical support for the campaigns.
The challenge
What needed solving
- A catalogue of more than 2,000 products, where not every page can get the same attention.
- Two kinds of search: by product name and by need.
- Strict quality criteria for health content on Google.
- An ad budget that has to be judged on sales, not clicks.
The solution
What we did
We pointed SEO at the categories and products with the most searches, and the blog at questions customers ask about their needs. Google Ads runs as Search campaigns for searches with clear buying intent and Shopping campaigns from the Merchant Center feed, with purchases tracked in Google Ads and Analytics. For promotions we also build technical solutions on the site, such as a plugin that adds a free gift automatically when a coupon is used and closes the offer by itself once the order limit is reached.
- SEO for categories and product pages
- Keyword research by product and by customer need
- A blog with 69 expert articles
- Google Search and Shopping campaigns
- Purchase tracking in Google Ads and GA4
- A plugin for a coupon promotion with a free gift
- Monthly report and budget optimisation
In detail
How the solution is set up
SEO for categories and products
Keyword research by product name and by customer need, optimisation of categories and product pages in Yoast SEO, and monitoring in Search Console.
A blog built around customer needs
69 articles answer questions such as “what helps with…” and lead into the category and on to products. That way we cover searches that don’t include a product name.
Google Search and Shopping
Search campaigns for searches with clear buying intent, and Shopping campaigns from the Merchant Center feed. Purchase tracking is connected to Google Ads and GA4 through Google Analytics for WooCommerce.
A promotion with a free gift
For a coupon promotion we developed a small plugin: when the coupon is used, a gift product is added to the basket automatically, and the offer closes by itself when the deadline passes or after a set number of orders. No manual tracking, and no risk of giving away more gifts than planned.
Budget driven by sales
Every month we shift budget towards the products and searches that actually bring in purchases, and the report shows sales, not just clicks.
Process
How we worked, step by step
- SEO audit. We reviewed the categories, products and technical state of the site and drew up a list of priorities.
- Keywords. We mapped searches by product name and by need to categories, products and articles.
- Tracking. We checked purchase tracking in GA4 and Google Ads before launching any campaigns.
- Campaigns. We launched Search and Shopping campaigns and set rules for how the budget is split.
- Monthly cycle. Every month we rebalance the budget, add content and send a report.
SEO · AEO · GEO
Visibility in Google and AI search
With health products, Google and AI tools are especially careful about accuracy and the reliability of sources. That is why clear, accurate category and product descriptions, with no exaggerated claims, matter for SEO and for AI answers alike.
Articles written around customer needs open with a short answer and a clear note that the advice does not replace a pharmacist. It is the format Google uses for direct answers and AI tools use for citations, without putting trust in the pharmacy at risk.
Where it stands today
What is on the site today
The state of the site on 1 November 2026:
- 2,036 published products
- 69 expert articles on the blog
- Purchase tracking connected to Google Ads and GA4
- A plugin for coupon promotions with an automatic free gift
We don’t publish campaign or sales results without the client’s consent.
Lessons
What you can apply to your own project
- SEO and Google Ads work best together, measured against the same sales data.
- For pharmacies, keywords come both from product names and from customer needs.
- Judge the budget on sales, not clicks.
- Automate promotions so nobody has to track them by hand.
Who this approach is for
Who this approach suits
The “SEO plus Google Ads, measured on sales” model suits any online shop with a large catalogue, whoever built the site. You don’t need to rebuild your website to get better visibility and ads that are judged on sales.
- Online pharmacies and shops selling supplements and cosmetics
- Web shops with thousands of products and a limited ad budget
- Businesses that have a website but nobody to run SEO and ads
- Shops that want promotions without manual tracking
Technology
- Google Ads
- Google Merchant Center
- Google Analytics 4
- Search Console
- Yoast SEO
- WooCommerce
Related services
Services used in this project
FAQ
Questions about the Apoteka Apolo project
No. For Apoteka Apolo we handle SEO and Google Ads, along with technical support for the campaigns.
Search campaigns for searches with buying intent and Shopping campaigns from the Merchant Center feed, with purchase tracking.
The priority is the categories and products with the most searches, while the blog covers searches based on customer needs.
By purchases measured in Google Ads and GA4, not by the number of clicks.
Yes. For Apoteka Apolo we built a plugin that adds a gift when a coupon is used and closes the offer on its own.
Key lessons
What Apoteka Apolo shows about SEO for health products
With Apoteka Apolo we are not building a website; we run the channels that bring in customers. That is an important difference: Apoteka Apolo has its own web shop, and our job is to make it visible in search and in ads, within the rules that apply to health products.
What turned out to matter most
- Accuracy above all. Google judges health pages particularly strictly, so every Apoteka Apolo article has to be verifiable and clearly written.
- Two kinds of search, two kinds of page. Searches by product name lead to the product; searches by need lead to an expert article.
- Ads that follow the rules. Google Ads has restrictions for pharmacies, so campaigns are checked before they go live.
We apply what we learned on Apoteka Apolo to other pharmacies, practices and clinics. Have a look at marketing for healthcare and pharmacies and SEO services. Google publishes its rules for health-related ads in its healthcare and medicines policy.
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