Driving Results
for PetFlow
How WiT Group helped PetFlow streamline ad management, optimize campaigns, and improve subscription growth.
30%
increase in auto-ship subscriptions
75%
improvement in Return on Ad Spend (ROAS) — from 3x to 5.25x
Key Challenges
PetFlow, a leading e-commerce retailer for pet food and supplies, faced several hurdles with their previous agency:
- Frequent turnover of account managers caused inconsistency, with PetFlow having to re-explain its business model repeatedly.
- Campaign structures were overly complex, with ads competing against each other for different pet food types and price points.
- Tracking issues in Google Analytics and Google Ads made it difficult to measure performance and optimize spend effectively.
Key Results
By reworking PetFlow’s advertising infrastructure and campaign strategy, WiT Group delivered measurable gains:
- 30% increase in auto-ship subscriptions, creating more recurring revenue.
- ROAS improvement from 3x to 5.25x, boosting profitability across campaigns.
- Streamlined campaign structures that reduced wasted ad spend and simplified management.
- Accurate tracking and reporting, giving PetFlow confidence in its marketing data.
Key Services
WiT Group provided:
- PPC Campaign Management: Consolidated fragmented ads into modern, cohesive Performance Max campaigns, minimizing overlap and competition.
- Ad Feed Optimization: Cleaned up Google Merchant Center and optimized product feed for accuracy and visibility.
- Focused Keyword Strategy: Prioritized high-intent terms like “dog food delivery services” and “cat food delivery service” to align with customer search behavior.
- Tracking & Reporting Overhaul: Rebuilt conversion tracking in GA4, Google Ads, and the website to ensure reliable, actionable performance data.
Transitioning from Fragmented Campaigns to Unified Growth
PetFlow’s advertising efforts were originally split into competing campaigns, creating inefficiency and wasted spend. WiT Group restructured these campaigns, focusing on clarity and performance. By separating brand searches from discovery campaigns and tightening audience targeting, PetFlow’s ad spend became more efficient, and customer acquisition more cost-effective.
This restructuring also laid the groundwork for stronger subscription growth — with the auto-ship program seeing a 30% lift in enrollments thanks to clearer targeting and optimized messaging.
Challenges
Solution
WiT Group:
- Implemented Performance Max campaigns to consolidate efforts.
- Rebuilt conversion tracking in GA4, Google Ads, and the website for accurate data.
- Refined ad targeting by excluding overlapping and irrelevant terms.
- Optimized the product feed and search campaigns to highlight high-priority items.
Results
- Leads & Subscriptions: 30% increase in auto-ship signups.
- PPC Campaigns: ROAS increased from 3x to 5.25x.
- Reporting: Clear, accurate insights with custom dashboards and reliable event tracking.
- Efficiency: Reduced wasted spend by eliminating campaign overlap.
What’s Next for PetFlow
PetFlow’s success with streamlined campaigns and accurate tracking set the stage for future scalability. Next steps include:
- Continued PPC Refinement: Ongoing adjustments to campaign structures and targeting to protect ROAS gains.
- Expanded SEO Strategy: Increasing visibility around long-tail, subscription-focused search terms.
- Advanced Personalization: Testing creative tailored to customer segments to improve engagement and subscription retention.
- Enhanced CRO: Further optimization of landing pages and product flows to maximize conversions.
With a performance-driven foundation in place, PetFlow is now positioned to scale its marketing efforts with confidence and precision.