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.
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
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.
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.
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.
Paid Media & Performance Advertising
- Google Shopping & Performance Max structured by product line and margin
- Meta & TikTok prospecting and retargeting built around scroll-stopping creative
SEO & Organic Growth
- Technical & eCommerce SEO across a large catalogue: crawl, index, site speed
- Category & product-page optimization for high-intent commercial queries
Conversion Rate Optimization
- Product-page rebuilds: imagery, benefits, sizing, social proof & reviews
- Bundles and cross-sells across complementary lines (harness + leash + toy)
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
Marketplace & Amazon Growth
- Listing optimization, A+ content and image/video for conversion
- Ratings & reviews strategy to build the social proof buyers filter on
Retention & Lifetime Value
- Email & SMS flows that turn first orders into repeat revenue
- Subscription model for consumables: fountain filters, supplies & refills
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.
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
Tracking, feed & funnel fixes
Restructure & scale advertising
SEO & content hub
Amazon & listing growth
LTV, email/SMS & subscriptions
The Results
A broad catalogue turned into scalable, profitable revenue
Metrics as tracked in the client's live Digiera dashboard.
What changed for the business
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.
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.
"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
Selling consumer products with room to scale?
If you make great products but your paid ads aren't profitable and your organic isn't pulling its weight, we build the performance & SEO engine that turns a catalogue into predictable, scalable revenue.
Applications reviewed within one business day.