Driving Growth and Accessibility: A Google Ads Case Study for Medical Marijuana Cards in Utah and Ohio

Medical Marijuana Advertising: Using Google Ads To Sell More Medical Marijuana Cards Online in the USA

Cola Digital, a cannabis marketing agency, successfully executed a Google Ads campaign, with medical marijuana advertising, for a client offering Medical Marijuana Cards in Utah and Ohio.

In the first 30 days alone, the campaign generated 245 conversions with a 15.5% conversion rate, surpassing expectations. The ad spend for the initial month was $5.71K USD, resulting in an average CPC of $3.60. The CPA is $23 for now.

The ROAS for the first month was calculated at an impressive 345.07%.

Over the course of three months and $17k USD in ad spend, Cola Digital’s campaign generated a total of 850 conversions, achieving a 16% conversion rate, an average CPC of $3.24, and a $20 CPA, leading to a total ROAS of 5:1%.

Through strategic targeting, ad performance optimization, and cost reduction techniques, Cola Digital’s expertise in cannabis advertising successfully maximized conversions and ROI for the client.

The case study below shows you exactly how we achieved this!

medical marijuana advertising rep discussing Google Advertising with an MMJ provider.


In an era of shifting perceptions and evolving regulatory landscapes surrounding cannabis, the demand for medical marijuana has witnessed a significant rise. 

As more states legalize the use of cannabis for medicinal purposes, it becomes crucial for businesses operating in this industry to leverage effective marketing strategies, such as SEO and medical marijuana advertising to reach their target audience. 

This case study delves into the success story of a cannabis digital marketing agency, examining their innovative approach to a Google Ads campaign for medical marijuana advertising for a client offering Medical Marijuana Cards in Utah and Ohio.

doctor promoting medical marijuana legalization in all USA states


With the legalization of medical marijuana in both Utah and Ohio, individuals seeking alternative treatment options gained access to a wide array of medical benefits. 

Our client, a leading provider of Medical Marijuana Cards in Louisiana, Missouri, Oklahoma, Ohio, Texas, and Utah, recognized the immense potential in these markets and approached our cannabis marketing agency to develop a comprehensive digital marketing strategy.

Our strategy includes combining medical marijuana advertising on Google search with a comprehensive local SEO and content marketing strategy to ensure we’re able to target potential customers at all stages of the funnel.

This includes those looking for information on MMJ cards, those wanting to renew their MMJ card, as well as people who want to apply for an MMJ card for the first time.

For the purpose of this case study, we are only going to discuss the Google search advertising component of the digital strategy.


The Challenge

Our client’s primary goal was to establish themselves as the go-to destination for acquiring Medical Marijuana Cards in Utah and Ohio. However, they faced several challenges in achieving this objective. 

Firstly, they needed to navigate the complex regulations and medical marijuana advertising restrictions imposed by both states. 

Additionally, they faced stiff competition from other healthcare providers and faced the challenge of overcoming societal stigmas surrounding cannabis.

Their solution was to hire a Google Ads specialist to set up, manage, and optimize their search advertising in an effort to boost brand awareness and increase online conversions.

This previous Google Ads provider generated an average cost-per-click (CPC) of $7.42 USD with less than 200 conversions per month.

The client was not satisfied with the high CPC numbers and wanted an experienced cannabis marketing agency to better optimize their campaign, lower the CPCs, and increase conversions and ROI/ROAS. 

So they contacted our highly experienced medical marijuana advertising team at Cola Digital.ca to manage their Google advertising.

As you’ll see below, our medical marijuana advertising solution provided the results the client wanted and significantly decreased the CPC while significantly increasing monthly conversions.

female representative from a medical marijuana advertising agency for MMJ card providers in the USA.

The Solution: Medical Marijuana Advertising

Cola Digital devised a comprehensive medical marijuana advertising strategy to overcome these challenges and position our client for success. 

Our approach focused on refining the client’s Google Ads campaign, with an emphasis on targeting the right audience, optimizing ad performance, and decreasing the CPC rates.

Audience Targeting:

Extensive market research allowed us to identify the most relevant audience segments seeking Medical Marijuana Cards in Utah and Ohio. 

By leveraging demographic, behavioural, and location targeting options, we refined the campaign to reach potential customers actively searching for these services.

Ad Performance Optimization:

We continuously monitored the campaign’s performance, identifying high-performing ad variations and refining them to maximize click-through rates and conversions. 

Ad copy was tailored to highlight the unique benefits of our client’s services, emphasizing convenience, legal compliance, and trusted medical expertise.

CPC Reduction Strategies:

Leveraging our expertise in cannabis advertising, we implemented several cost-reduction techniques to decrease CPC rates. 

Our team optimized keyword targeting, refined ad relevance and implemented bid adjustments to ensure maximum visibility and relevance while reducing costs.

team of diverse and happy medical marijuana advertising professionals celebrating results

The Results From Our Medical Marijuana Advertising Campaign

The results achieved by Cola Digital’s medical marijuana advertising campaign for our client were exceptional, delivering consistent growth and a substantial return on investment. 

Let’s examine the results achieved during each month of the three-month campaign.

Month 1 (April 3 – May 3, 2023):

medical marijuana advertising KPIs form month 1.

Click image to view a larger version

Month 1 KPIs:

  • Conversions: 245
  • Conversion Rate: 15.5%
  • CPA: $23
  • Ad Spend: $5.71k USD
  • Average CPC: $3.60 USD
  • ROAS: 345.07%

You can see that in our first month, we have already improved the previous provider’s medical marijuana advertising campaign by decreasing CPC by $3.82 – from $7.42 down to $3.60 USD!

We were also able to increase the conversions from the previous providers ~200/month to 245 conversions in month 1! 

Month 2 (May 3 – June 3, 2023):

medical marijauna advertising results form month 2 by cola digital cannabis marketing agency

Click image to view a larger version

Month 2 KPIs:

  • Conversions: 288
  • Conversion Rate: 15.6%
  • CPA: $19.50
  • Ad Spend: $5.62k
  • Average CPC: $3.04
  • ROAS: 5.12%

We improved upon our Month 1 performance in Month 2 by increasing conversions from 245 to 288, increasing the conversion rate a bit from 15.5% to 15.6%, and decreasing the CPC from $3.60 to $3.04. We also decreased the CPA from $23 to $19.50!

The return on ad spend (ROAS) for Month 2 was 5.12%, showing how effective and profitable our medical marijuana advertising can be.

Month 3 (June 3 – July 3, 2023):

Results form the 3rd month of medical marijuana advertising from a cannabis marketing agency

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Month 3 KPIs:

  • Conversions: 299
  • Conversion Rate: 16.5%
  • CPA: $19.36
  • Ad Spend: $5.79k
  • Average CPC: $3.19
  • ROAS: 5.16%

In Month 3 we continued to improve from Month 2 by increasing conversions from 288 to 299, increasing the conversion rate from 15.6% to 16.5%, and decreasing the CPA from $19.50 to $19.36!

The return on ad spend (ROAS) for Month 3 was 5.15%

We did have a slight 4% increase in CPC, which can be typical for any medical marijuana advertising campaign.  We are still at least $4 lower in CPC than the client’s previous provider and our client is still super satisfied!

Total Over 3 Months (April 3, 2023, to July 6, 2023):

3 months results from a medical cannabis advertising campaign

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Total KPIs over 3 months:

  • Total Conversions: 850
  • Average Conversion Rate: 16%
  • CPA: $20
  • Total Ad Spend: $17.17k
  • Average CPC: $3.24
  • Total ROAS: 4.95%

Overall, for the past 3-months, the numbers we have significantly increased our client’s website traffic, brand awareness, and online conversions, while significantly decreasing their CPC from their previous provider.

The overall CPA for the first 3 months of our medical marijuana advertising is $20 and the ROAS is 4.95%. This makes our client happy to continue with our Google Ads management!

Samples of Our Medical Marijuana Advertising on Google

Ad Samples 1:

screenshots of Google Ads for medical marijuana

Ad Samples 2:

medical marijuana Google Ad samples

Medical Marijuana Advertising Conclusion

Cola Digital’s strategic medical marijuana advertising campaign for our client offering Medical Marijuana Cards in Utah and Ohio proved highly effective in driving conversions and optimizing ROI. 

With a comprehensive approach that focused on audience targeting, ad performance optimization, and CPC reduction strategies, we generated impressive results. 

The advertising campaign achieved 850 conversions over three months, with a conversion rate of 16%, an average CPC of $3.24, and a CPA of $20! 

Additionally, the total ROAS of 4.95% demonstrated our ability to generate substantial returns while significantly reducing CPC rates for our client, outperforming their previous advertising agency. 

Through Cola Digital’s expertise in medical marijuana advertising campaign management, our client gained a competitive edge and established themselves as a trusted provider in the medical marijuana industry.

Our goals for the next 3-6 months is to reach a $10 CPA.

Want us to help your medical marijuana card business grow? Contact us for a free 30-minute phone consultation or to request a quote.