Google Ads for a pet supplies store: a sixfold return on ad investment

Pets-Friends is an online store based in Dnipro that specializes in selling pet food, veterinary products, accessories and care items for pets.

The company offers officially imported, certified products for cats, dogs, birds and small rodents. It handles delivery within Dnipro itself, while orders to other Ukrainian cities are shipped via Nova Poshta.

By the time the store came to Sprava Agency, it was already actively running Google Ads with campaigns in place, but it wanted to find new growth opportunities and scale advertising without losing the effectiveness of its existing ads. The client's main challenges were:

• promotional campaigns that weren't delivering the expected results;
• e-commerce tracking issues that made it hard to analyze ad performance and make decisions;
• a competitor with a similar name that was taking over rankings and traffic.

The client initially asked us for an audit and optimization of the ad campaigns, a fix for the analytics issues, and a search for scaling opportunities. On our side, we proposed full Google Ads management, a review and correct setup of e-commerce tracking, optimization of the campaign structure, and a strategy for further growth.

We audited the ad account, the campaign structure and the analytics setup. After that, we:

• built a new campaign structure based on Performance Max, split by key product categories;
• reorganized the category structure and set up the logic for distributing products across campaigns so Google's algorithms could optimize impressions more effectively and reach the most interested audience;
• set up correct tracking of on-site user actions;
• reviewed the structure, budget allocation logic and approach to promoting sale items.

To protect the strong results of the existing campaigns, we rolled out changes gradually, without abrupt overhauls or pauses in advertising, which let us avoid any drop in performance. In parallel, we tested new approaches for scaling.

The ad campaigns delivered strong results within the very first month. An average CTR of 2.67% points to highly relevant ads for the target audience. The conversion rate reached 5.7%. Perhaps the most important result was the return on ad spend: a ROAS of 5.97, meaning the money invested in advertising came back almost sixfold.

Performance was measured using Google Ads data together with the properly configured e-commerce tracking. This made it possible to follow the entire user journey, from clicking the ad to completing the order, and to determine the actual return on ad spend.

Strong performance in Google Ads isn't the result of isolated tweaks, but of systematic work across every component of the advertising setup. Correctly configured analytics, a well-designed campaign structure, an optimized product feed and constant testing of new approaches all lay the groundwork for making the most of an ad budget. It's this kind of approach that improves current performance and opens up new opportunities to scale a business.