Complete Strategy and Management of Google Ads
How a Google Ads Specialist Helped this Pet Tech Company Cut Cost Per Conversion by 96%.
SERVICE PROVIDED:
Link My Pet
NAME:
E-Commerce (Pet Wearables)
INDUSTRY:
Andrea Cranston is the Director of Marketing for Link My Pet, a company that produces smart collars for dogs. While she was well-versed with PPC, the team didn’t have the time or bandwidth internally to manage it at the level they were growing at.
Having worked with larger agencies in the past, Andrea needed someone who could move quickly and efficiently without the typical agency constraints.
THE PROBLEM
“We found that it was difficult to navigate in the sense that we couldn't make changes very quickly or efficiently. There was a very set number of hours that they were working against, so it became very tedious and hard to navigate.”
This, of course, was not our experience with Steven.”
OUR JOURNEY TOGETHER
While it did start with a PPC management role, it quickly evolved into something much more comprehensive and strategic.
Growing Partnership
As Andrea recalls,
"We wanted someone to be able to create and maintain campaigns, and feel confident making changes without needing approval on every single thing."
THE BEGINNING
"The reality is that we ended up giving a lot more of that work to him than we anticipated. He just took ownership.
We loved and appreciated that he wouldn't just do exactly what we were asking, but would say, 'Hey, I think this would be better.'"
Link My Pet has a small, scrappy marketing team that were looking to achieve both D2C sales and broader branding goals.
They were looking for someone to take PPC off their plate and dedicate full attention to managing and optimizing their ad campaigns.
My Approach
The success came from a combination of technical expertise and business understanding.
“Stephen takes everything as an opportunity for growth. I was surprised at how he chose to dive in and better understand the pet side of the business. He's come to you with, "I spent a few hours over the weekend researching. We can use it to grow - it’s good for the business."
I thought he was a little crazy for doing that. It goes to show how much ownership he takes of the business and really tries to understand it.”
We didn't just focus on ads - we looked at the entire conversion process. As Andrea explains:
"We ended up building landing pages and different things based on his recommendations of how he was seeing things perform. He always comes in with the best practices that make sense for our business and investments."
Why It Worked
As Andrea mentions:
"The initial calls were a lot more in-depth where we would just discuss the products, the challenges we were facing on the business side, what was most important to us, and what we were hoping to accomplish. And then as we went on, Stephen really took it upon himself to understand our business and our sector of business.
Even if he hadn't worked in that particular sector before, he took it upon himself to research and understand it and pay close attention to what was happening in that sector.
And then, the process became very efficient - without the need for constant communication and oversight. We can cover what we need in 15 minutes and be done for a couple weeks. He would always come into those meetings prepared, telling us what he had done, the results, and checking in on any other goals or anything on the horizon.
Stephen has a good sense of adapting to the client."
RESULTS
Increased Conversion Value Efficiency by over 6x
With LinkMyPet, I focused on three key areas:
over just four months, maintaining a consistent ROAS.
Reduced Cost per Conversion by 96.67%
from Q1 2022 to the latest reporting period, driving transformative growth.
Achieved a 23x Increase in Conversions
maximizing the return on every dollar spent.
“We certainly outperformed anything we projected. The revenue growth is unbelievable when I say we grew by nearly 600% in just six months.”
Deep Industry Understanding: I invested time in understanding the pet tech space, researching the market, and staying current with industry trends. This allowed me to make more informed strategic decisions.
Proactive Optimization: Instead of just maintaining campaigns, I constantly looked for opportunities to improve performance, making recommendations based on data and industry insights.
Efficient Communication: Having invested a good amount of time in understanding the product and market, we were able to establish a rhythm of focused, efficient meetings. Allowing them to focus on the other aspects of marketing while I took care of their paid search.
A Different Kind of Partnership
Being honest about capabilities and limitations
This case study was built of a conversation with this specific client, going through our work together.
Anything in quotes is a word-for-word statement said by the client on a recorded call.
"We're not big on an agency model. We like that he's so personal and everything feels personalized. It doesn't feel like a hard-to-manage relationship. Communication's easy and it helps that he’s super smart. You can just hand something over and trust that it's getting done and it's doing well.
He's definitely special and unique for what you find in that area of business and work"
Taking real ownership of the results
Making proactive recommendations
Adapting to their team's style and scale
Providing quick, responsive support
I take pride in being more than just a service provider. For Link My Pet, this meant:
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