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Optimizing Advertising Channels for Molecular Designs

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Industry

Molecular Diagnostics & Biotechnology

Challenge

Molecular Designs needed a high-performing ad strategy to identify the best acquisition channels for both their diagnostics and eCommerce divisions. The goal was clear: scale lead generation while keeping cost per lead efficient and sustainable.

PPC Ads

moleculardesigns.com

“Our experience with Peddle has been great, they come up with great strategies whenever we are looking to do something new, they aren't afraid to tell you not to do something and will provide a better alternative where possible. Peddle makes sure that you use your resources wisely and aren't afraid to pivot quickly when needed.”

Olgun Aktepe

Marketing Manager

Ike-Lab

About Molecular Designs

Molecular Designs is a doctor-founded biotech company focused on advancing molecular diagnostics. They specialize in developing low-waste, easy-to-use multiplex assays that empower providers and researchers with actionable molecular data. Their mission is to make individualized molecular insights more accessible, enabling better diagnosis and treatment of common pathogens. 

Challenge

Molecular Designs needed a scalable ad strategy to identify the most effective acquisition channels for both their diagnostic services and Lambda Biotech eCommerce division. The key objective was to maximize lead generation while keeping acquisition costs efficient.

Solution

Peddle ran structured channel tests across LinkedIn and Google Ads. For Molecular Designs, LinkedIn performed strongly with a 60% match rate, generating two new customers and validating the channel as a growth driver. For Lambda Biotech, LinkedIn underperformed (<5% match rate), so the strategy pivoted to Google Ads and Shopping campaigns. These delivered high-intent clicks at lower costs, and Lambda is now refining landing pages to improve conversion rates.

Impact

  • Channel Validation: LinkedIn confirmed as a strong acquisition channel for Molecular Designs, delivering new customers with a 60% match rate.

  • Cost Efficiency: Pivot to Google Shopping Ads reduced CPL by 42% compared to LinkedIn for Lambda Biotech.

  • Customer Wins: LinkedIn campaigns generated 2 new diagnostic customers within the first test cycle.

  • Agile Optimization: Expanded creative and channel testing accelerated learning cycles by 3x, improving ROI across both divisions.