How we got over 120K conversions in Google Ads in 6 months of collaboration

▌Why us?

Are you wondering what do you recommend us? The answer is simple: 14 years of international experience, 9 years of excellence in Romania and over 170 success stories. By choosing our marketing agency, re7consulting, you benefit from our proven expertise in over 20 industries and measurable results that will transform your business. We differentiate ourselves through a deep understanding of each client’s needs, providing customized solutions that not only meet business objectives, but also deliver real and tangible results.

In addition, we boast a vast experience in the ecommerce and petshop area, where we have helped numerous brands to increase their visibility and online sales. Each campaign we develop is unique, just like your business, and is realized through constant and transparent communication with you, so that you are always informed and involved in strategic decisions.

▌About the brand

Maxi Pet is part of the Pet Network Group, a successful regional European group specializing in pet food and pet accessories retail, with over 160 physical stores, along with online stores. Maxi Pet’s employees are great animal lovers and share a common passion for the welfare of animals. The company’s mission is to bring joy into the lives of pets and their owners, enhancing the relationship between pets and people and promoting the values that drive animal welfare.

Today, Maxi Pet is present in major cities such as Bucharest, Cluj-Napoca, Craiova, Iași, Piatra Neamț, Ploiești, Sibiu, Suceava, Târgu Jiu, Târgu Mureș, Timișoara, Constanța, Râmnicu Vâlcea and has an online store with delivery throughout the country. Maxi Pet is committed to achieving the highest standards in the quality of service and strives to always meet the expectations of every customer. The company offers customers the widest range of products, ensuring their availability and maintaining the best value for money, including for its own range of dog and cat food.

▌Challenge and analysis

The key challenge was to develop a strategy that would enable the efficient allocation of budgets to Google’s networks while maintaining the desired performance. Managing budgets to maximize return on ad spend (ROAS) and identifying the most effective solutions for promoting campaigns through Google Ads were key to this process. We also had to find innovative ways to ensure that Maxi Pet offers stick in the minds of pet owners, increasing the chances of conversion.

▌Campaign strategy

In order to achieve the set objectives, we implemented a comprehensive strategy that included integrating Search and Display campaigns, as well as structuring ad groups according to each product category being promoted. This approach allowed us to focus on keeping the Maxi Pet brand top-of-mind and maximizing the effectiveness of the campaigns.

Components of our strategy included:

✔Performance Max: Offers the ability to achieve maximum performance by utilizing all of Google’s networks in a single campaign.
✔Dynamic Search Ads: Dynamic ads that capture users’ search intent, even in the absence of a search-specific ad.
✔Display Campaigns: Display campaigns used to increase brand visibility among a wider audience.
✔Search Campaigns: Structured search campaigns based on purchase intent to generate direct conversions.
✔Creating a funnel for conversion value: A well-defined funnel that allowed audiences to be targeted based on conversion value, optimizing campaigns for maximum performance.

▌Results

The results were remarkable: we generated over 120,000 conversions (purchases) in just 6 months, with an average cost of 3.33 lei per conversion. This was possible thanks to a well thought out and effectively executed strategy. The value of conversions and increased ROAS were the indicators that gave us the certainty that the ads were relevant and well targeted.

In total, the campaigns generated 1.4 million clicks at an average cost of 0.27 lei per click, which contributed significantly to the increase in traffic and sales on the Maxi Pet online platform. These figures validate our strategy and underline the importance of a well structured and optimized campaign in Google Ads.