Omnichannel Meta Ads system for pharmacies and pharmaceutical retail: eCommerce + in-store traffic with sustained ROAS and measurable attributed revenue.
Pharmacies and pharmaceutical retail operate in an omnichannel model where attribution is complex: the user can see an ad, visit the site, not buy, go to the store and buy there. Without a proper measurement system, the real value of the digital channel is under-reported.
The problem isn't only measuring. It's building an Always On strategy that sustains high ROAS with growing volume — without relying on seasons or promotions that create peaks and valleys.
Fixed-budget campaigns oriented to direct conversion with the highest-margin, fastest-moving products. These are not seasonal campaigns: they are the system base that generates revenue every day of the year.
Product catalog integration with Meta for Advantage+ Catalog Ads. Specific product remarketing for users who visited SKUs without purchasing. Automatic scaling on products with highest historical CVR.
Incremental budget on top of the Always On base during high-demand seasons (Mother's Day, Buen Fin, Christmas). Having an optimized base means budget increase generates efficient scaling, not chaotic peaks.
Unified dashboard with eCommerce revenue + attributable in-store traffic estimation. Data-driven attribution model to evaluate real contribution of Meta vs Google vs organic. Without this, the system makes blind decisions.
Pharmaceutical chain with 3 brands (YZA, Farmacon, Moderna) under Grupo FEMSA. Initial situation: unstable ROAS between 42%–147% with no Always On strategy and fragmented digital operation between platforms. Unified Google + Meta system built with full funnel omnichannel model. Result: sustained ROAS 650%–800% for 24 months, doubled purchase volume.
I build the system that stabilizes ROAS and scales revenue month over month.
References
Primary documentation for the platforms cited on this page:
Case figures refer to the periods and accounts described in each one; they are not promises of replicable results.
Por Cesar Baz — Performance marketing, data and AI consultant
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