How we doubled the ROAS for a pet accessories eCommerce brand in 3 months.
PPC
The client is a pet accessories Brand operating in all the English-speaking markets (US, UK, Canada, Australia). They focus on the design and production of pet-friendly accessories made with premium quality and pet-friendly materials.
In a market with very strong competition, the client wanted to make his customers feel the quality of the product and differentiate himself from the competition. The main goal was to hit a specific return on ad spend (ROAS) and gradually increase the monthly budget, to consolidate brand awareness while growing transactions.
Before scaling the account, our priority was to resolve underlying inefficiencies and establish a clean data and campaign structure to ensure accurate measurement and efficient budget allocation.
1. Account Audit & Fixes
We conducted a full audit of the existing setup and addressed several foundational issues that were limiting performance:
Negative Keyword Refinement: Cleaned and restructured the negative keyword lists to prevent blocking valuable search terms while maintaining cost efficiency.
Tracking Accuracy: Fixed discrepancies in Google Analytics tracking, ensuring consistent and reliable conversion data across all channels.
Ad Extensions Optimization: Reviewed and updated all ad extensions (sitelinks, callouts, structured snippets) to improve ad relevance and CTR.
Audience Data Implementation: Integrated audience lists to begin collecting behavioral and customer data, enabling remarketing and lookalike targeting strategies later on.
2. Shopping Campaign Development
Once the foundation was stable, we focused on creating a visual and data-driven approach to showcase product quality through Google Shopping:
Product Feed Optimization: Built a custom product feed with enhanced product titles, descriptions, and image assets to improve ad visibility and quality score.
Segmentation Strategy: Implemented a granular campaign structure, grouping similar products based on attributes such as category, margin, or price range for more precise bidding control.
Creative Focus: Prioritized high-quality product images to convey the brand’s premium positioning directly within Shopping results.
This combination of technical cleanup, data collection, and structured campaign segmentation provided a solid foundation for long-term scalability and performance optimization.
After the first month, conversions skyrocketed! We more than doubled the number of sales in just one month (from 55 to 128), and the ROAS did likewise. We achieved this, thanks to a higher number and quality of clicks, brought by more appealing images and descriptions; as a consequence, potential customers were more likely to click on the ads, discover and buy the products.
PPC MANAGEMENT: Product Feed Management, Search, Display, Retargeting, and Shopping Ads.
I’ve been working with Midsummer Agency for a few months now, and I must say they have been a huge help in my business. They know how to create engaging, catchy, and professional ads. They also helped me increase my sales by using google ads correctly. If you’re looking for someone with knowledge in this field, I highly recommend them!
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
