Apollo 24x7 achieves 200% revenue growth in four months with smarter PLA optimization

Background

Apollo 24x7 is India’s largest omnichannel pharmacy and wellness retailer. With rising advertiser demand across health, OTC, and personal care categories, they aimed to improve monetization efficiency and relevance across high-intent shopper journeys.

Challenge

Osmos identified key gaps limiting PLA performance:

• Insufficient PLA inventory despite growing advertiser demand
• Broad, non-specific keyword coverage reducing ad-to-query match quality
  
• Low budget utilization, leaving spend potential underleveraged

These gaps presented a clear opportunity to unlock stronger performance and revenue.

‍‍Solution

Osmos partnered with Apollo to implement targeted improvements across supply, relevance and monetization:

• Expanded PLA Inventory:
  ‍Osmos opened additional PLA placements across Product Detail Pages (PDPs), Category Pages and Track Order pages, increasing available impressions while maintaining a seamless shopper experience.
• ‍Keyword-to-Category Mapping
  ‍Introduced structured keyword mapping at a category level, helping ads appear against more relevant search queries.
• ‍Improved Budget Utilization & Pricing Efficiency
  ‍Recommended campaign setup adjustments that helped advertisers utilize budgets more effectively. With improved relevance and competitiveness, Apollo supported higher CPCs rising from ₹41 to ₹51.6 in just four months.
  ‍

Impact

• 200% revenue growth in just four months
  
• Budget utilization increased from 26% to 70% in four months
  
• Higher keyword relevance led to improved visibility across high-intent queries