The Client
Pets Choice Supply is a nationwide online retailer offering premium pet food, supplements, grooming supplies, and accessories through petschoicesupply.com. They focus on carrying brands and products that are difficult to find at big-box retailers, serving a dedicated customer base that values quality over convenience.
The Challenge
- The online pet supply market is dominated by Chewy and Amazon, both of which can outbid smaller retailers on virtually every product-level Shopping auction.
- Many of Pets Choice Supply's best-selling products are niche or specialty items with lower search volume, requiring campaigns built for precision rather than scale.
- Customer lifetime value was high but first-purchase margins were slim, meaning campaigns had to balance immediate profitability with long-term customer acquisition.
- Feed quality issues from the Shopify catalog were causing product disapprovals and limited Shopping impressions on key SKUs.
Our Approach
- Restructured the Merchant Center product feed with optimized titles, descriptions, and product type attributes to maximize relevance and approval rates across the catalog.
- Built a tiered Shopping campaign architecture that separated high-margin bestsellers from long-tail catalog products, allocating budget proportionally to expected return.
- Created Search campaigns targeting breed-specific and condition-specific product queries (joint supplements for large dogs, grain-free food for allergies) where commercial intent is highest and competition is thinner.
- Deployed audience-based bid adjustments layering past purchasers, cart abandoners, and in-market pet owner segments to concentrate spend on the most likely buyers.
- Implemented weekly search term reviews with aggressive negative keyword additions, preventing budget from leaking into informational and DIY queries.
The Results
- Generated $5.28 million in tracked revenue from $530K in total ad spend, delivering a consistent 10.0x ROAS across all campaigns.
- Drove 10,400+ conversions with a steadily increasing average order value as campaigns shifted focus toward premium product bundles and subscription-eligible items.
- Feed optimization alone recovered over 200 previously disapproved products, increasing Shopping impression volume by 40% in the first month.
- Search campaigns targeting niche, condition-specific queries achieved a 14x ROAS, significantly outperforming category-level generic terms.
- Customer acquisition cost decreased by 28% over 12 months through continuous bid and audience refinement.
What the Client Says
"Live PPC Ads found revenue in places we didn't even know existed. The way they restructured our Shopping feed and campaigns was a game-changer -- we went from struggling to compete with the big players to consistently outperforming our own revenue targets every quarter."
-- Founder, Pets Choice Supply
About This Campaign
This engagement covers ongoing management of Google Shopping, Search, and Performance Max campaigns. Revenue tracking is integrated through Google Ads and the Pets Choice Supply Shopify storefront.