The Client
Pet Pro Supply Co operates a nationwide e-commerce store specializing in professional-grade pet supplies, grooming products, and veterinary-recommended health items. They serve both individual pet owners and professional groomers through their Shopify storefront at petprosupplyco.com.
The Challenge
- Competing against Amazon, Chewy, and other major pet supply retailers that dominate organic and paid search results with massive budgets.
- A product catalog spanning thousands of SKUs made it difficult to allocate spend efficiently across Shopping campaigns without granular product-level data.
- Customer acquisition costs were climbing steadily, and previous campaigns lacked the segmentation needed to identify high-margin product categories.
- Seasonal spikes around holidays and pet adoption surges required flexible campaign structures that could ramp quickly.
Our Approach
- Segmented the Google Shopping feed by product margin, brand, and category to create tiered bidding structures that prioritized profitability over volume.
- Built dedicated Search campaigns targeting long-tail, purchase-intent keywords for their highest-converting product lines, avoiding broad informational terms that burned budget.
- Deployed Performance Max campaigns with custom asset groups organized by product category, each with tailored headlines, descriptions, and lifestyle images.
- Implemented a rigorous negative keyword strategy updated weekly to filter out DIY, free, and comparison-shopping queries that historically produced low conversion rates.
- Used audience layering with in-market segments for pet owners and custom intent audiences built from competitor URLs and related search behavior.
The Results
- Achieved $7.36 million in tracked e-commerce revenue from the ads on $683K in total ad spend, maintaining a 10.8x ROAS across all campaigns.
- Drove 11,800+ conversions with an average order value that increased 22% year-over-year as campaigns shifted toward higher-margin product groups.
- Shopping campaigns alone accounted for 65% of total ad revenue, with Performance Max contributing the remaining growth through discovery and display placements.
- Reduced wasted spend by over $4,200 per month through proactive search term mining and negative keyword additions.
- Scaled ad spend 2.5x during Q4 holiday seasons while keeping ROAS above 9x throughout peak periods.
About This Campaign
This engagement covers ongoing Google Shopping, Search, and Performance Max campaign management. Revenue is tracked through Google Ads conversion tracking integrated with the Shopify storefront.