Nebology
Nebology
eCommerce Case Study
Winning Across Every Touchpoint
About Nebology
Nebology is a dedicated eCommerce brand focused exclusively on clinically trusted nebulizers and respiratory care products. Serving patients, caregivers, and medical professionals, Nebology bridges the gap between complex respiratory treatment needs and accessible, at-home solutions.
Operating within a highly regulated, medically adjacent space, the brand prioritizes accuracy, clarity, and customer education, ensuring users not only find the right equipment but also understand how and when to use it. With a strong emphasis on service, safety, and product integrity, Nebology’s digital presence is central to empowering informed decisions and supporting better daily breathing.
The Results
- +79 new #1 ranking keywords and an 11% increase in visibility led to a +21.87% lift in organic revenue.
- From June 2025 onward, programmatic revenue increased by 63%, and ROAS improved by 50%, driven by targeted native and display campaigns.
- Strategic ad segmentation and promotion timing resulted in a 74% increase in revenue, 94% ROAS lift, and a 19% increase in CTR YoY.
- A revamped segmentation and messaging strategy delivered a 24% increase in flow conversions and a 46% YoY increase in campaign conversions.
Tasty Services from CAKE
- Search Engine Optimization (SEO)
- Paid Search (Google Ads)
- Programmatic Advertising
- Email Marketing
- Website Design & Development (2022)
CAKE’s Strategic Approach
When Nebology partnered with CAKE for their digital marketing efforts, they were in the midst of a pivotal shift. New industry regulations introduced prescription requirements for key products, changing how customers could engage and convert. Together, we set out to evolve Nebology’s digital strategy, focusing on education, visibility, and channel-specific optimizations to support sustained growth across organic, paid, and retention channels.
Strengthening Organic Visibility with SEO
We started by enhancing Nebology’s SEO through E-E-A-T-driven content and technical optimization, with a focus on improving visibility for high-intent keywords. Optimizing collection and product pages with more detailed information and user-focused merchandising helped increase organic revenue by 22% and added 79 new #1 keyword rankings.
Scaling Programmatic for Upper-Funnel Impact
In June 2025, we scaled programmatic advertising through StackAdapt across native, display RT, and display campaigns. This push led to a 63% increase in programmatic revenue and a 50% lift in ROAS, proving that early engagement touchpoints continue to drive meaningful performance.
Restructuring Paid Search for Precision & Performance
Around the same time, we restructured Nebology’s Google Ads strategy to align more tightly with buyer behavior. We launched segmented, intent-driven non-branded campaigns, optimized ad creative with dynamic promotions, and tailored bidding by location and audience history. From June 2025 through the present, this approach generated a 74% increase in revenue, a 94% boost in ROAS, and a 19% improvement in CTR.
Optimizing Email for Retention & Revenue
Supporting these acquisition efforts was a renewed focus on retention and email. By refining automations, cleaning lists, and blending educational messaging with offers, Nebology saw a 24% increase in flow conversions, even while sending to 2.9% fewer recipients, a clear sign that smarter segmentation and stronger messaging are working.
Campaign performance also saw major lifts, showing that the mix of promotional and educational content resonated with Nebology’s audience. With updated segmentation and improved pop-up form strategy, campaigns drove a 46% increase in conversions and a 30.4% increase in total recipients year over year. Campaign performance also saw major lifts, showing that the mix of promotional and educational content resonated with Nebology’s audience. With updated segmentation and improved pop-up form strategy, campaigns drove a 46% increase in conversions and a 30.4% increase in total recipients year over year. Email deliverability drastically improved as well. Through a comprehensive list cleaning and segmentation strategy, we achieved a 47.9% decrease in bounce rate, 43.3% drop in spam rate, and 20.9% decrease in unsubscribe rate, setting up Nebology for even stronger performance in future sends.
Let’s Bake Your Growth Strategy
If your brand operates in a complex, competitive, or regulated space, CAKE knows how to balance performance with precision.
Ready to see what a fully integrated strategy can do? Request a Marketing Audit from CAKE today.
