Case Study: New York-Based Pet Brand

In early December, a New York-based pet product company approached us with a request to help scale their online sales through strategic ad campaigns. Due to an NDA signed with the company, the brand name will remain withheld for security purposes. This brand specializes in high-quality, affordable pet products aimed at modern pet owners who value functionality and aesthetics but this time, the ad was for a pet water dispenser.

The client’s primary goal was to drive website purchases and maximize their return on ad spend (ROAS). They had a well-designed e-commerce website but struggled to generate consistent sales despite having a product catalog that appealed to their audience.

The key challenges we identified during our initial consultation were:

Low online visibility: The brand had a small following on social media and minimal online engagement.

Lack of targeted marketing: Their previous attempts at running ads yielded poor results due to ineffective targeting and unclear messaging.

Limited budget flexibility: Although the client wanted to scale, they were cautious about overspending without seeing measurable results.

To address these challenges, we developed a structured and data-driven ad campaign strategy focused on:

Audience Research and Targeting: Using Facebook Ads Manager, we analyzed existing customer data and identified three key target audiences:

We created custom and lookalike audiences based on these profiles and refined our targeting parameters to include interests such as pet care, pet supplies, and related lifestyle categories.

Campaign Structuring: We structured the campaign into three phases:

Daily Budget Allocation: We set a daily spend limit of $1,000, carefully monitoring performance to ensure we maximized conversions without overspending.

The campaign went live on December 5th, and here are the results as of today:

Website Purchases: 145

Cost Per Purchase: $8.46

Total Amount Spent: $1,227.25

Reach and Impressions:

Conversion Rate: Approximately 0.16% of reached users made a purchase, which is a strong result for this niche and price point.

Although the campaign is still running, we identified several areas for improvement:

Improving Retargeting Ads: While the engagement and conversion phases performed well, there is room to create more personalized retargeting ads for cart abandoners.

Expanding Target Audiences: We plan to test new audiences, such as older pet owners and niche pet communities, to further scale the campaign.

Optimizing Ad Creatives: We will introduce new variations of the highest-performing ads to prevent ad fatigue.

This ad campaign serves as a prime example of how strategic planning, creative execution, and data analysis can drive measurable results for e-commerce brands. With a cost per purchase of $8.46 and 145 website purchases to date, the campaign is on track to exceed the client’s expectations.