Case Study · Pet Consumer Products & eCommerce

Scaling a pet products brand with performance media & SEO

A pet products manufacturer with a deep catalogue, harnesses, leashes, toys, water fountains, brushes and everyday supplies, had the products and the capacity to win in one of the fastest-growing consumer categories. What it didn't have was profitable paid acquisition or organic visibility.

Client: Pet products manufacturer anonymized Industry: Pet consumer goods / eCommerce Engagement: 18-month performance & SEO growth programme Channels: DTC · Amazon · Retail demand
Blended ROAS
4.3x
DTC revenue growth
+138%
Organic search traffic
+186%
Customer acquisition cost
−37%

The Client

A broad, capable pet catalogue underperforming online

This manufacturer made the kind of products pet owners buy constantly, across essentials, play, grooming and hydration. Quality was strong, the range was wide, and pricing was competitive.

The core challenge: Great products and a wide catalogue, but unprofitable paid media, weak SEO and a leaky funnel. In a category growing fast around them, the brand was under-monetizing demand and losing ground to leaner, more digitally-native competitors.

Client snapshot

  • ✓Wide catalogue: harnesses, leashes, collars, toys, brushes & supplies
  • ✓Consumables & hardware: water fountains plus replacement filters & parts
  • ✓Strong manufacturing: quality, capacity and competitive pricing
  • ✓Multi-channel potential: DTC, Amazon and retail all in reach
  • ✗Unprofitable paid ads: spend without reliable ROAS
  • ✗Thin organic visibility: out-ranked by DTC-native brands
  • ✗Leaky funnel: traffic that didn't convert or come back
Note: client details are anonymized at the client's request. Figures reflect performance over the engagement period.
Dashboard: the engagement's progress bar and headline numbers
The engagement, as it appears in the client's live dashboard

The Engine

Two growth engines, working as one

This programme was led by performance advertising and SEO: paid to capture and scale demand profitably today, organic to compound durable, lower-cost demand over time. Everything else existed to make those two engines convert harder.

Lead engine 01

Paid Advertising

Profitable, scalable acquisition across Google Shopping & PMax, Meta, TikTok and Amazon Ads, structured by product line, governed by ROAS and CAC targets, and fed by a constant stream of tested creative.

Lead engine 02

SEO & Organic Growth

Category and product-page optimization plus pet-owner content that ranks for high-intent and research queries, building durable, compounding traffic that lowers blended acquisition cost over time.

The Strategy

A full performance & SEO system for a broad catalogue

The mandate: turn a wide, capable product range into profitable, scalable revenue across DTC and marketplace, and build the organic foundation that keeps acquisition costs falling as spend grows.

Dashboard: the programme's workstreams with live results
The programme's workstreams, tracked live in the client's dashboard
★ LEAD PILLAR 01

Paid Media & Performance Advertising

  • Google Shopping & Performance Max structured by product line and margin
  • Meta & TikTok prospecting and retargeting built around scroll-stopping creative
PMaxMeta & TikTokAmazon AdsROAS
★ LEAD PILLAR 02

SEO & Organic Growth

  • Technical & eCommerce SEO across a large catalogue: crawl, index, site speed
  • Category & product-page optimization for high-intent commercial queries
eCommerce SEOContent hubSchema
PILLAR 03

Conversion Rate Optimization

  • Product-page rebuilds: imagery, benefits, sizing, social proof & reviews
  • Bundles and cross-sells across complementary lines (harness + leash + toy)
CROPDPA/B testing
PILLAR 04

Creative & UGC

  • High-velocity performance creative, the real lever on paid CAC in pet
  • Pet-creator & UGC content that earns trust and stops the scroll
UGCVideo adsCreator content
PILLAR 05

Marketplace & Amazon Growth

  • Listing optimization, A+ content and image/video for conversion
  • Ratings & reviews strategy to build the social proof buyers filter on
AmazonA+ contentReviews
PILLAR 06

Retention & Lifetime Value

  • Email & SMS flows that turn first orders into repeat revenue
  • Subscription model for consumables: fountain filters, supplies & refills
Email/SMSSubscriptionsLTV

Every dollar, visible

The programme ran on a fixed retainer, and the client could watch every dollar of it map to the work it paid for, in real time, from the dashboard.

Dashboard: the retainer mapped to workstreams in real time
The retainer, mapped to the work it paid for

Built Around Manufacturer Priorities

What pet products manufacturers actually want to see

$

Profitable ROAS, not just spend

Every channel governed by return and contribution margin, so scaling ad budget grows profit, not just revenue.

↓

Lower acquisition cost

Creative testing and compounding SEO drive blended CAC down as volume goes up.

★

Marketplace share

Stronger Amazon rankings, reviews and Buy Box presence where a huge share of pet buying happens.

↺

Repeat & subscription revenue

Consumables (filters, refills, supplies) turned into recurring, predictable income.

▦

Whole-catalogue performance

The full range monetized, not just a couple of hero SKUs carrying the store.

◎

Clear attribution

Transparent reporting that ties spend to revenue by channel, line and SKU, so decisions are data-led.

Execution

How the programme rolled out

Phase 1 · Foundations

Tracking, feed & funnel fixes

Phase 2 · Profitable paid

Restructure & scale advertising

Phase 3 · Organic foundation

SEO & content hub

Phase 4 · Marketplace

Amazon & listing growth

Phase 5 · Retention

LTV, email/SMS & subscriptions

Dashboard: the live activity feed during the engagement
The live feed, as the programme rolled out

The Results

A broad catalogue turned into scalable, profitable revenue

Blended ROAS
4.3x
DTC revenue (YoY)
+138%
Organic search traffic
+186%
eCommerce conversion rate
+46%
Amazon / marketplace revenue
+112%
Customer acquisition cost
−37%
Repeat purchase rate
+31%
Average order value
+24%
Non-brand keywords ranking on page 1
240+

Metrics as tracked in the client's live Digiera dashboard.

What changed for the business

Dashboard: enquiries arriving and qualified
Enquiries arriving & qualified

Paid media went from a cost the brand was wary of to a reliable, profitable growth lever, and as organic and retention compounded, blended acquisition cost fell even as spend rose. The wide catalogue finally monetized across more than a handful of hero SKUs.

Why it worked

Paid bought scale today; SEO compounded cheaper demand for tomorrow; CRO and creative made both convert harder; and retention plus subscriptions lifted LTV, which let paid scale further, still profitably. Each engine made the next one stronger.

Paid media SEO CRO Creative & UGC Amazon Retention & LTV

Reported at every cadence

Alongside the live dashboard, the client received a written record of the work: weekly activity summaries, monthly performance reports, and a strategy review every six weeks.

Dashboard: weekly, monthly and review reports generated from the same data
Weekly, monthly and review reports, generated from the same data

"We had the products and the range. What we didn't have was a way to grow online that actually made money."

Now paid is profitable, organic brings in demand we used to pay for, and our consumables sell on subscription. For the first time, scaling feels predictable instead of risky.

Head of eCommerce · Pet products manufacturer anonymized

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