01 / Overview
In one month, Thiqa ran a gender-segmented Google Display Ads strategy for Medexa Group — a Jordan-based healthcare brand — delivering a combined 3.05 million impressions and 7,919 clicks at a $0.04 average CPC. The Men campaign generated 4,588 clicks from 1.85 million impressions (0.25% CTR), with 35–44-year-olds as the dominant age group and 96% of clicks coming from mobile phones. The Women campaign delivered 3,331 clicks from 1.26 million impressions (0.27% CTR), with 25–34-year-olds leading and 95.6% of clicks on mobile. By running two independent campaigns with tailored interest targeting and creative per segment, Thiqa reached Medexa's full audience efficiently — at the same $0.04 CPC across both genders.
02 / The Challenge
What We Were Up Against
Medexa Group needed to build awareness and drive qualified website traffic across a broad adult audience in Jordan. Healthcare is a sensitive category where trust and relevance are critical — a generic mass-market campaign would reach too many unqualified users and waste budget. The task was to reach both men and women efficiently, recognising that their healthcare interests, browsing behaviour, and preferred content environments differ meaningfully.
Healthcare audiences are fragmented — men and women engage with health content differently, requiring separate targeting, creative, and bidding strategies rather than a single catch-all campaign
Google Display Ads in Jordan must compete in a mobile-dominant environment where the majority of browsing happens on smartphones, making mobile-first creative essential
Achieving scale at low cost in healthcare is difficult — the campaign needed to deliver millions of impressions without inflating CPC beyond a sustainable threshold
Amman concentrates the highest proportion of Medexa's core audience — geographic weighting toward the capital was necessary to avoid wasting budget on lower-intent governorates
03 / How We Delivered 3.05M Impressions at $0.04 CPC with Gender-Segmented Campaigns
How We Fixed It
Dual-Campaign Gender Segmentation
Rather than running a single mixed-audience campaign, we split the strategy into two separate campaigns — Men and Women. This allowed us to tailor interest targeting, creative messaging, and bids for each segment independently. The Men campaign focused on Business Professionals and Health & Fitness audiences (35–44 dominant), while the Women campaign led with Health & Fitness and Business Professionals (25–34 dominant). Both campaigns achieved comparable CPCs of $0.04 despite very different audience profiles.
Interest-Layer Targeting — Health & Business Audiences
Both campaigns were targeted against overlapping but prioritised interest categories: Health & Fitness, Business Professionals, Business Travellers, Insurance, Health Insurance, and Life Insurance. This layering ensured we reached financially active, health-conscious working adults — the core decision-makers for a healthcare brand. The interest mix confirmed that Medexa's audience actively researches both personal health and financial wellness.
Mobile-First Delivery — 87–92% of Impressions on Smartphones
The Men campaign delivered 87.5% of impressions and 96.0% of clicks on mobile phones; the Women campaign hit 91.6% impressions and 95.6% clicks on mobile. These figures confirm Jordan's smartphone-dominated internet behaviour and validated our decision to optimise creative assets for small-screen display placements. Tablet and desktop together accounted for a small fraction of delivery across both campaigns.
Amman-Weighted Geographic Targeting
The Men campaign concentrated 92% of its clicks in Amman Governorate (4,197 of 4,588 total), with Irbid, Zarqa, and Aqaba supplementing at lower volumes. The Women campaign followed the same pattern — Amman captured 3,022 of 3,331 clicks. This geographic dominance reflects the concentration of Medexa's target audience in the capital and validates focusing budget on Amman while maintaining national reach in secondary cities.
04 / 3.05M Impressions — 7.9K Clicks — $0.04 CPC Across Two Campaigns
The Numbers
3.05M
Impressions
combined, Men + Women
7.9K
Clicks
combined campaigns
$0.04
Avg CPC
both campaigns
2
Campaigns
Men & Women segments
05 / Verified platform data — Google Ads (Display Network)
Platform Screenshots
Men Campaign — Impressions, Clicks & Audience Breakdown
Women Campaign — Impressions, Clicks & Audience Breakdown