Google Ads · US pet health group · 5 brand portfolio
Getting more from a $3M a year budget
Annual spend~$3Macross 5 accounts
Budget saved$221KBrand A, 92% conv. kept
Amazon sales$195KBrand A, 4,839 orders
Click savings$57Ka month vs industry CPC
Challenge
A large US pet health group needed Google Ads to send shoppers to major retailers like Walmart and Amazon, and get more from every dollar.
What I did
- Search, YouTube and Performance Max on every account
- Top vs bottom of funnel search, built on real questions
- Broad match drove 70% of Brand C conversions
- Budgets split by dogs, cats and location tier
- Launched Shopping via Merchant Center to scale
| Account | Product |
|---|---|
| Brand A | Flea treatment |
| Brand B | Flea and tick, new launch |
| Brand C | Flea and tick |
| Brand D | Pet treats |
| Brand E | Vet clinics |
Non brand CPCs ran 6% to 37% below the $3.13 industry average: $57K less than benchmark in one month.
More results from every dollar
Conversions per $+16%Brand A, year on year
Clicks per $1.7xBrand A, year on year
Clicks per $2.3xBrand C, year on year
Views per $4.3xBrand B, YouTube
| Account | What we achieved | Return on spend |
|---|---|---|
| Brand A | Spend cut by $221K, cost per conversion $58.37 to $50.12 | 16% more conversions per $ |
| Brand A | Avg. CPC $1.66 to $0.95, search CTR 6.45% to 11.33% | 75% more clicks per $ |
| Brand A | 4,839 Amazon orders and 8,753 add to carts from Search | $195K tracked Amazon sales |
| Brand A | PMax conv. 1,246 to 2,450, YouTube CPA $78.88 to $56.58 | +97% PMax, YouTube CPA 28% lower |
| Brand B | Launch: search clicks +2,764%, 2,251 add to carts a month | 77% lower cost per view |
| Brand C | Search CPC 57% lower, impressions +42%, year on year | 2.3x clicks per $ |
| Brand D | Brand search sent shoppers straight to Amazon | 21% of clicks became orders |
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