Pet Products Google Ads Case Study

The Challenge

Blending dog and cat targeting into single campaigns diluted relevance for both audiences, and the site's subscribe-and-save program — a strong driver of repeat purchases — had no visibility in ad copy or Shopping promotions.

The Strategy

We split campaigns by pet type to sharpen targeting and creative relevance, and added subscribe-and-save promotions and messaging across Shopping and Search to pull first-time buyers into the recurring program.

The Results

Segmenting by pet type and surfacing subscribe-and-save in ads grew repeat-purchase revenue 68%, with subscription signups up 45% as first-time buyers were converted into recurring customers.

The client sells pet food, toys, and supplies online. Shopping and Search campaigns treated dog and cat products identically, and a subscribe-and-save option existed on-site but was never surfaced in ads.

Campaign structure: Separate Shopping and Search campaigns for dog and cat product lines, each with pet-type-specific ad copy, plus a remarketing campaign promoting subscribe-and-save to recent one-time purchasers.

Targeting: Pet-type audience and keyword segmentation to keep dog and cat campaigns cleanly separated, subscription-promotion merchant promotions surfaced directly in Shopping listings, and remarketing lists built from one-time purchasers.

Optimization: Monthly review of subscribe-and-save conversion rate by pet type, feed promotion updates to keep subscription offers current, and creative refreshes tied to seasonal pet-care needs.