The owner of the website is operates a medical commodities company which deals in many types of medical goods, walkers, wheelchairs, etc. The business was a wholesale company without a web presence, he primarily conducted business offline through craigslist ads, Facebook buy/sell groups and referrals. 

Initially, I was skeptical of this business model because I wasn't sure of the legality of it, but after further research I learned that it was legal for owners to sell the supplies; so long as they weren't issued by Medicare of Medicaid.

His customers usually had unused medical supplies each month before they renewed their prescription. Before meeting the business owner they would dispose or misplace the unused supplies.  His company provided another income stream to the people he bought the supplies from.

He had realized some success online with Facebook posts but wanted to expand the business more online.

After speaking with the owner more, he wasn't interested in waiting for results from organic search. His business had a very fast sales cycle. Therefore, we agreed that a Pay-Per-Click campaign would be the best approach. I first launched a Google Ads campaign and later a Facebook Ads campaign.

• Here is how I mapped out the Google Ads campaign. (The tabs at the bottom of the spreadsheet are clickable)   

The owner was happy with the leads the campaign generated for his business but he was having issues managing the backend administration of the business. The leads that the campaigns generated required more support than he was able to implement at the time.