Prescribing Scale: How Updoc Rapidly Grew Its New Customer Base with Paid Media

The Challenge

Updoc is an Australian telehealth platform that provides convenient, on-demand access to medical certificates and telehealth consultations. Updoc was scaling fast, but their paid marketing was hitting a ceiling. They had outgrown their existing agency, finding their strategy had stalled just when they needed to push harder.

With a rapidly evolving business and shifting customer needs, they needed a partner who could move at their speed—one that embraced change, who could experiment quickly, and find new strategies and channels to unlock growth.

The goal? Scale investment into paid ads by 20% MoM, profitably.

Digital Strategy

• From ROAS to Real Growth – Shifted focus from platform ROAS to business KPIs like new customer acquisition, LTV, and profitability.

• Full-Funnel Strategy for Scalable Growth – Balanced demand capture (Google Search, Microsoft Ads) with demand generation (Meta, TikTok, Performance Max, YouTube) to drive both immediate sales and long-term brand expansion.

• Winning with New Customers – Prioritised new customer acquisition over retargeting to fuel long-term revenue growth.

• Smarter Audience Segmentation – Refined targeting for first-time users, repeat customers, and subscription buyers to improve retention and cross-selling.

• Seasonality-Driven Profitability – Aligned budgeting with flu seasons and sick leave trends to capitalise on peak demand.

• Scaling Beyond Borders – Proven performance in Australia paved the way for confident expansion into new markets like the UK.

Platform Tactics

• Full-Funnel Google & Meta Strategy – Structured TOF, MOF, and BOF campaigns to align with user intent and maximise conversions.

• Maximising Share of Voice – Used DSAs to uncover high-performing non-branded keywords, optimising budget for scalable acquisition.

• Higher Conversions Through A/B Testing – Tested landing page variations to improve user experience and boost conversion rates.

• Optimising Retargeting for Higher ROI – Refined MOF/BOF audiences by testing urgency-based offers vs. reassurance messaging.

• Smarter Audience Expansion – Built and tested multiple lookalike audiences, refining segments for better performance over time.

• Scaling TikTok Ads Efficiently – Tested Smart Performance automation, driving volume while refining CPA through manual optimisations.