Pup & Kit

Overview:

Pup & Kit is a luxury pet brand. The brand offers stylish, functional pet products like raised dog beds, waterproof blankets, and stay-fresh bowls. Pup & Kit focuses on premium design that blends seamlessly with modern home design.

Things we identified:

Meta was a sure fire platform to increase revenue for the brand. Combined with the stylish aesthetic of the products & the rise in demand for luxury pet products it was a no brainer.

The previous set up of Meta ads mostly consisted of retargeting & boosting feed posts which did drive performance but it did not drive profitable growth, previous campaign set up was not optimising for purchases which meant CPA was not a considered factor.

We also identified a need for the product on Google Ads. With other retailers promoting the Pup & Kit products by intercepting brand traffic, we knew we needed to establish a presence here to ensure as many customers as possible entered the sales funnel for Pup & Kit and not a reseller.

There are various competitors in the market with offerings claiming that they were the “best pet accessory brand” but from analysing customer feedback, many failed to deliver on the premium quality and longevity that Pup & Kit can provide.

Through reviewing competitor messaging, user comments on ads and reviews, we found that customers were willing to pay more for a premium product if it was high quality & seamlessly blended in with the aesthetic of their homes.

Changes we made:

We started with a structured campaign focused on high margin products, grouping them into ad sets within a single campaign. This approach allowed us to efficiently monitor demand for each product while maintaining a controlled budget before scaling.

As we monitored data, we noticed significant CPA differences across ad sets. Some products had higher demand, but their budget was being consumed by less popular items with higher CPAs. From this, we restructured the account, allocating each product its own campaign to ensure the budget was directed toward the highest-performing products.

We excluded engaged users to focus solely on a cold audience, maximising brand awareness while driving higher LTV from newly acquired customers.

On Google Ads, we applied a similar strategy, launching a brand campaign with a bid strategy that capped cost which protected visibility against resellers doing the same thing.

The momentum we created:

Through working with us and our refined strategy, Pup & Kit has seen sustained growth in the luxury pet market.

By shifting Meta Ads from focusing on existing customers to a structured, purchase geared approach, we have not only increased order volume by 167%, we’ve improved return by 47%. This has set the scene for a scalable growth trajectory.

Our Google Ads activity has further pushed this momentum. By protecting branded traffic which may have otherwise entered a resellers sales funnel we have strengthened Pup & Kit’s presence as well as growing their customer base, retaining higher margin d2c sales.

As demand continues to rise for premium pet accessories, Pup & Kit is now in a strong position to scale further. With a performance first ad structure in place, we’ve created a momentum that allows for greater profitability, and long term brand growth in an increasingly competitive market.