Feed manufacturer: ROAS 2700% and +69% to overall profitability in 2 months
The client is a Ukrainian pet food manufacturer with its own product lines. At the time of active scaling, advertising was already running and yielding stable results. The main task was to reduce dependence on branded traffic and attract new customers through non-branded campaigns, which at that time were underdeveloped.
Campaign structure by funnel:
The strategy was built according to the full TOF → MOF → BOF structure. At the top level of the funnel, Performance Max and Demand Gen campaigns with video creatives were launched, segmented by product lines. This segmentation allowed for the communication of relevant benefits of each diet to a specific audience, rather than showing one generalized message to all. At the search level, Search campaigns were connected with targeting based on search terms and interests.
At the middle and bottom levels of the funnel, dynamic remarketing was launched with personalized banners: "come back to your order," "your pet is hungry," "repeat your order." Audiences were separately segmented — website visitors, visitors to specific product line pages, cat and dog owners separately.
The key positioning in the creatives is high quality at an affordable price. This idea was consistently communicated across all formats as the brand's main message.
Technical problems and their solutions:
The first problem was data discrepancies between Google Ads and the client's CRM. Conversion tracking was set up through GA4, which provided a distorted picture. We reconfigured the transfer of purchases directly to Google Ads and implemented regular reconciliation with the CRM to control data quality.
The second problem was that analytics did not separate new and repeat customers, although this was a critical metric for the client in the context of scaling acquisition. We wrote a technical task for the CRM developers, implemented integration with GA4, and now use this data for more accurate campaign settings and assessment of actual new audience growth.
The third problem was force majeure. The client's warehouse was destroyed, making stable logistics impossible and forcing the suspension of most campaigns. Instead of simply turning off the ads and waiting, we launched a separate campaign with adapted creatives and an honest message about the situation — calling for support for Ukrainian businesses. The audience that was aware of the event was willing to wait for delivery, which almost completely eliminated order cancellations due to delays. The campaign performed with a return on ad spend (ROAS) of 2700%.
Results after two months:
- Overall return: +69%
- ROAS of non-branded campaigns: 616% and 1154%
- Conversion tracking: fully reconfigured and synchronized with CRM
- Segmentation of new and repeat customers: implemented and working in real-time
- Crisis campaign during warehouse destruction: ROAS 2700%
Campaign structure by funnel:
The strategy was built according to the full TOF → MOF → BOF structure. At the top level of the funnel, Performance Max and Demand Gen campaigns with video creatives were launched, segmented by product lines. This segmentation allowed for the communication of relevant benefits of each diet to a specific audience, rather than showing one generalized message to all. At the search level, Search campaigns were connected with targeting based on search terms and interests.
At the middle and bottom levels of the funnel, dynamic remarketing was launched with personalized banners: "come back to your order," "your pet is hungry," "repeat your order." Audiences were separately segmented — website visitors, visitors to specific product line pages, cat and dog owners separately.
The key positioning in the creatives is high quality at an affordable price. This idea was consistently communicated across all formats as the brand's main message.
Technical problems and their solutions:
The first problem was data discrepancies between Google Ads and the client's CRM. Conversion tracking was set up through GA4, which provided a distorted picture. We reconfigured the transfer of purchases directly to Google Ads and implemented regular reconciliation with the CRM to control data quality.
The second problem was that analytics did not separate new and repeat customers, although this was a critical metric for the client in the context of scaling acquisition. We wrote a technical task for the CRM developers, implemented integration with GA4, and now use this data for more accurate campaign settings and assessment of actual new audience growth.
The third problem was force majeure. The client's warehouse was destroyed, making stable logistics impossible and forcing the suspension of most campaigns. Instead of simply turning off the ads and waiting, we launched a separate campaign with adapted creatives and an honest message about the situation — calling for support for Ukrainian businesses. The audience that was aware of the event was willing to wait for delivery, which almost completely eliminated order cancellations due to delays. The campaign performed with a return on ad spend (ROAS) of 2700%.
Results after two months:
- Overall return: +69%
- ROAS of non-branded campaigns: 616% and 1154%
- Conversion tracking: fully reconfigured and synchronized with CRM
- Segmentation of new and repeat customers: implemented and working in real-time
- Crisis campaign during warehouse destruction: ROAS 2700%
Kyiv 
Available for hire