Overview
Biowell Health is a wellness centre in the heart of London offering bio stacking programmes and services. The category is trending, but that comes with a catch: high curiosity, mixed intent, and plenty of wasted spend if the targeting and messaging are not structured properly.
Biostacking also needs explanation. People don’t just “get it” in one glance, they need context, reassurance, and a clear pathway to the right package. In a geography as competitive as central London, with heavy local search intent and dense competition, the challenge was cutting through with clarity and efficiency.
Results from paid media:
- +206% uplift in total users
- +285% uplift in new users
- +233% uplift in conversions
The challenge
Biowell’s growth challenge was a combination of three things:
- A buzzy category can be expensive
Biohacking attracts interest, but not all interest is commercial. Without structure, paid traffic can skew toward high-engagement, low-conversion audiences. - The service requires education
Biostacking involves multiple packages and outcomes. Potential customers often need help understanding what it is, what it does, and what is right for them. - Central London is crowded and location-led
High “near me” and location search volume sounds like a gift, but it also drives intense auction pressure. You need a strategy that converts attention into intent, not just clicks.
Objectives
- Build awareness and consideration for Biowell’s offering in a way that reduced wasted spend
- Capture and convert high-intent demand in search without losing the narrative
- Increase new users while improving conversion volume
Strategy: Full funnel, narrative-led, intent captured
We built a structured approach designed to do two jobs simultaneously:
1) Create demand and educate on Social (Top and Mid Funnel)
Social allowed us to explain the category and the benefits with far more room than a search ad headline. We leaned into:
- Strong video creative and thumb-stopping assets
- UGC-style content to feel more real, less “clinic advert”
- Topical references that made bio stacking feel current and accessible
The goal was not only awareness, but to build qualified engaged audiences we could re-market to with stronger intent later.
2) Capture intent on Google (Bottom Funnel)
On PPC, we then leveraged that warmed demand and location-led intent, using campaign formats that could retain message continuity:
- Search to capture high intent and “ready now” users
- Performance Max to continue the narrative of Biowell’s offering across placements, while expanding reach beyond pure search terms
- Funnel alignment so messaging stayed consistent across the journey: from “what is this?” to “which package is right?” to “book now”
This combination meant we were not relying on search alone to educate, and we were not relying on social alone to convert.
Execution (what we actually did)
- Implemented a full-funnel structure across Meta and Google to avoid “all traffic is equal” waste
- Developed creative that was designed to stop scroll and simplify a complex offering
- Used UGC-style, benefit-led videos to build understanding and trust quickly
- Built Google campaigns, including PMax, to maintain message flow and capture conversions as intent increased
- Retargeting approach that moved people from education to action, rather than repeating the same message at every stage
Results
Paid media activity drove strong growth across acquisition and conversion:
- +206% Incremental users
- +285% New users
- +233% Conversions
Why it worked
- Education happened where it belonged. Social did the heavy lifting on explanation and trust-building.
- Intent was captured efficiently. Search and PMax picked up people when they were ready to take action.
- Creative matched the moment. UGC-style assets and topical cues helped Biowell stand out in a saturated “wellness” feed.
- The funnel was joined up. Each channel played a distinct role, instead of asking one platform to do everything.
Why Verdure Media
Buzz categories can burn budget fast. The solution is not to spend less, it is to spend with structure.
By building a narrative-led funnel across social and search, we helped Biowell cut through in central London and turn interest into measurable growth.
If you are trying to scale a premium service that requires education and trust, Verdure Media can help you build a paid media approach that does both: demand creation and demand capture.