Transforming Ecommerce Growth Through Strategic PPC
How comprehensive paid advertising management drove 95% year over year revenue growth for a specialized pet supplies retailer
The Client
Our client operates a specialized ecommerce platform serving the pet supplies market with a focus on premium products for discerning pet owners. When they approached Hubrig Crew Marketing, they faced a critical challenge that many growing ecommerce businesses encounter: their digital advertising presence was extremely limited, leaving significant revenue potential untapped in both Google and Meta advertising channels.
The brand had built a loyal customer base through organic channels and word of mouth referrals, but recognized that scaling their business would require a sophisticated, data driven approach to paid advertising. They needed a partner who could not only build effective advertising campaigns from the ground up but also maintain profitability while aggressively scaling ad spend to capture market share in the competitive pet supplies category.
The Challenge
When HCM assumed management of this client's paid advertising accounts, we inherited an advertising infrastructure that was essentially starting from zero. The existing Google Ads presence was generating a ROAS around 400%, which while technically profitable, left substantial room for optimization and growth. The Meta advertising account had minimal campaign structure and lacked the sophisticated targeting and creative strategies necessary to compete effectively in the crowded social commerce space.
Beyond the technical implementation challenges, we faced several strategic obstacles that required careful navigation. The pet supplies category is intensely competitive on both Google and Meta platforms, with major retailers commanding significant market share and advertising budgets that can price smaller brands out of key placements. Product margins in this category can be thin, meaning every percentage point of ROAS improvement directly impacts business viability and growth potential.
Our team needed to develop a comprehensive paid advertising strategy that could accomplish multiple objectives simultaneously. We had to build profitable campaigns that could sustain aggressive budget scaling, establish the brand's presence across the full marketing funnel from initial awareness through conversion, implement sophisticated audience targeting and retargeting strategies across both platforms, and create a measurement framework that would allow us to optimize performance continuously while maintaining strict profitability targets.
Our Strategic Approach
Full Funnel Campaign Architecture
Rather than focusing exclusively on bottom funnel conversion campaigns, we developed a comprehensive full funnel strategy across both Google and Meta platforms. This approach recognizes that sustainable ecommerce growth requires building brand awareness and consideration alongside direct response conversion campaigns. On Google, we structured campaigns to capture high intent search traffic while also utilizing display and video formats for upper funnel brand building.
For Meta advertising, we implemented a sophisticated campaign structure that included prospecting campaigns targeting cold audiences with compelling creative designed to introduce the brand and its unique value proposition, retargeting campaigns serving dynamic product ads to website visitors and engaged users, and lookalike audience campaigns built from high value customer segments to efficiently scale new customer acquisition. This full funnel approach ensured we were building long term brand equity while simultaneously driving immediate conversions and revenue.
Cross Platform Audience Retargeting
One of the most powerful elements of our strategy involved implementing sophisticated cross platform retargeting that leveraged the strengths of both Google and Meta advertising ecosystems. We built comprehensive audience segments based on user behavior across the client's website, tracking engagement depth, product category interest, cart abandonment patterns, and previous purchase history to create highly targeted retargeting pools.
These audience segments were then deployed across both platforms with platform specific creative and messaging strategies. Google's display network and YouTube provided opportunities for visual brand reinforcement and product showcase to users who had previously engaged with search campaigns or visited the website. Meta's advanced targeting capabilities allowed us to create custom audiences and lookalike segments that could be refined based on specific behaviors and purchase patterns, enabling us to reach high value prospects efficiently while bringing previous visitors back to complete their purchases.
Methodical Budget Scaling with ROAS Targets
Perhaps the most critical element of our strategy was the disciplined approach to budget scaling that prioritized profitability above all else. We established clear ROAS targets for each platform and campaign type, recognizing that different campaign objectives and funnel positions would generate different performance metrics. For Google campaigns focused on direct conversions, we set an aggressive 700% ROAS target that would ensure each dollar spent on advertising generated seven dollars in revenue.
Our scaling methodology involved continuous testing of budget increases while monitoring performance metrics daily to identify any degradation in efficiency. When campaigns consistently met or exceeded ROAS targets, we incrementally increased budgets while maintaining strict performance thresholds. This approach allowed us to identify the optimal budget levels for maximum profitable revenue generation rather than simply maximizing spend without regard to return. The discipline to scale methodically rather than aggressively proved essential in achieving the dramatic revenue growth our client experienced while simultaneously improving profitability per transaction.
Google Ads Performance
The Google Ads transformation represents one of our most successful account optimizations to date. We took an account generating approximately 400% ROAS and systematically improved efficiency to reach and maintain our aggressive 700% ROAS target. This 75% improvement in return on ad spend meant that every advertising dollar was generating significantly more revenue, directly improving the client's profitability and providing more capital for continued growth investment.
What makes this performance particularly impressive is that we achieved this dramatic efficiency improvement while simultaneously scaling budgets by 181% year over year. This combination of improved efficiency and increased investment drove a remarkable 229% increase in conversion value, effectively more than tripling the revenue generated through Google Ads. The platform evolved from a moderately profitable channel into the primary driver of ecommerce sales growth and a powerful tool for building brand awareness in the competitive pet supplies market.
Meta Advertising Performance
The Meta advertising performance demonstrates the power of building sophisticated campaign structures from the ground up with clear strategic objectives. Starting from a minimal advertising presence, we developed campaigns that generated a 612% increase in purchases year over year. This dramatic growth in conversions reflects not just increased spending but strategic improvements in targeting, creative development, and audience segmentation that drove substantially higher conversion rates.
The brand awareness impact proved equally impressive, with reach growing by 1,195% year over year and impressions increasing by 999%. These metrics demonstrate that our full funnel approach successfully expanded the brand's visibility across Meta's platforms, introducing the products to hundreds of thousands of potential customers who had never encountered the brand previously. This massive expansion in reach provides a foundation for continued growth as we nurture these audiences through the customer journey.
Perhaps most telling is the 781% increase in ad spend efficiency, which we achieved by strategically investing budget increases in the highest performing campaign structures and audience segments. Our prospecting campaigns leveraging lookalike audiences built from purchaser data saw particular success, with one campaign driving a 588% increase in purchases while improving cost efficiency by nearly 24%. This demonstrates our ability to scale new customer acquisition profitably while maintaining strict performance standards.
Key Strategic Insights
Profitability Enables Sustainable Scaling
The most important lesson from this engagement is that aggressive growth becomes sustainable only when built on a foundation of profitability. By establishing and maintaining strict ROAS targets across all campaigns, we ensured that every budget increase was funded by the improved returns from existing campaigns. This approach prevented the common pitfall of scaling spend too quickly and destroying unit economics in pursuit of top line growth metrics.
Full Funnel Strategy Compounds Returns
The combination of upper funnel brand awareness campaigns and bottom funnel conversion campaigns created a compounding effect that single objective campaigns could never achieve. As we expanded reach and built brand familiarity through prospecting and awareness campaigns, our retargeting and conversion campaigns became progressively more efficient because users were encountering a brand they had already been introduced to through earlier touchpoints.
Platform Strengths Must Drive Strategy
Our success across both Google and Meta platforms stemmed from understanding and leveraging each platform's unique strengths rather than applying identical strategies across both. Google's search intent data allowed us to capture high intent purchase traffic with remarkable efficiency, while Meta's sophisticated audience targeting and visual creative capabilities proved exceptional for building brand awareness and nurturing consideration. The cross platform retargeting strategy ensured we maximized the value of each user interaction regardless of where it occurred.
The Bottom Line
In our first full year managing this pet supplies retailer's paid advertising, HCM transformed both Google and Meta advertising from underutilized channels into the primary engines of business growth. The 95% year over year revenue growth our client experienced was directly enabled by the sophisticated paid advertising infrastructure we built and the disciplined optimization approach we maintained throughout the engagement.
On Google, we increased ROAS from roughly 400% to our 700% target while simultaneously scaling budgets by 181%, resulting in a 229% increase in conversion value that fundamentally changed the economics of the client's customer acquisition strategy. On Meta, we built campaign structures that drove a 612% increase in purchases while expanding brand reach by over 1,000%, creating a powerful foundation for continued growth in subsequent years.
This case study demonstrates that transformative ecommerce growth is achievable when strategic thinking, technical expertise, and disciplined execution converge. By focusing relentlessly on profitability metrics, building comprehensive full funnel campaign structures, and leveraging each platform's unique strengths, we helped our client not just grow their business but fundamentally transform their competitive position in the pet supplies market.
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