The Challenge Turn strong existing demand into profitable growth by fixing an inefficient account, poor feed setup and unprofitable acquisition strategy.
Operating in a highly competitive, price-driven pet food market, the brand was under constant margin pressure and competing in a race to the bottom.
Before working with us, several key challenges were holding performance back:
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Non-brand search was declining, limiting new customer growth
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CPAs were too high, eroding already thin margins
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Net profit sat below 5%, making scale unviable
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The Google Ads account lacked structure and control
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Product feed quality was limiting Shopping performance
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High spend, but low profitability and inefficient growth
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No paid social, leaving the brand overly reliant on search
The demand was there, but the setup wasn’t built to convert it profitably.
Our Strategy Shifting to SKU-level margin data, prioritising profitable products and eliminating wasted spend.
SKU Level Margin Audit
Resellers often face margin variability across product lines, and this brand was no exception. We conducted a deep SKU level profitability audit to:
- Identify products driving vs. draining margin
- Understand COGS and shipping impacts
- Analyse margin by brand, size and product type
- Prioritise high margin products in Search and Performance Max
- Shift spend away from low profit lines
This created a profit first foundation for scaling.
Full Google Ads Account Restructure
We rebuilt the entire Google Ads ecosystem from the ground up:
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- New, profit aligned campaign setup
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- Rebuilt Performance Max with strong audience signals and structured creative
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- Complete feed overhaul with heavy feed optimisation (somehow didn’t include weight or protein percentages in previous setup)
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- Better segmentation, cleaner targeting, and relevant exclusions
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- Tracking fixes and enhanced conversion setup
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- Margin informed bidding and clear product grouping
The result: dramatically improved efficiency and scale.
Reversing the Non Brand Decline
Non brand performance had been sliding for months.
Within weeks of taking over, The Ad Lounge:
- Stabilised & built out non-brand traffic
- Improved profitability
- Reduced waste
- Restored & grew ROAS from 0.7 to 3.2
This turned non brand from a drain into a profitable engine for new customers
Meta Ads Launch
Two weeks prior to writing this case study, we launched Meta Ads with one objective: Drive incremental new-customer acquisition without cannibalising Google.
Initial signals have been strong:
- Healthy CPMs for a new account
- Strong add to cart volume
- High engagement across broad and interest based audiences
- A scalable creative framework ready for 2026
- Meta is now set to become a major top of funnel growth driver.
The Results 79% reduction in CPA
The impact of the changes was amazing in less than 2 months:
- 185% increase in conversion rate
- 79% reduction in CPA whilst increasing spend levels
- 22% increase in average order value (AOV)
- Net margin lifted from under 5% to 18%
- Ad spend scaled comfortably beyond the £10k+ range
- Non brand search returned to strong, profitable growth of 3.2 ROAS in the first month
- Non-brand search returned to strong, sustainable growth
- Meta already showing promising early new customer traction
Conclusion From inconsistent performance to predictable, profitable growth.
Every brand hits a wall at some point, especially in competitive spaces like premium pet food. What mattered here wasn’t just the numbers, it was giving the client clarity, confidence and control again. Seeing their relief when CPAs fell, margins grew, and performance became predictable was one of the highlights of our work together. This case study is a great example of how a smarter Google Ads setup, improved product feed, and data led optimisation can completely reshape an ecommerce business in months, not years.
