Case Studies | Google Ads Growth Partner

Jeffers is a long-established US retailer supplying pet, equine, and livestock products, ranging from everyday pet essentials to veterinary products, vaccines, and farm equipment. We were brought in to take over and manage their Google Ads account with a clear objective: improve performance, scale revenue, and gain a far clearer understanding of profitability across a large and complex product catalogue.

The project focused on restructuring the account, improving tracking and feed quality, and building a scalable strategy centred around profit rather than revenue alone.

The existing account lacked clarity and structure, making it difficult to accurately measure performance or scale with confidence. Brand traffic was heavily mixed into campaigns, inflating results and masking true acquisition performance, while reporting relied largely on ROAS without visibility into actual profitability.

With thousands of products across multiple categories, all carrying different margin profiles, the client needed a more intelligent approach to budgeting and optimisation. The challenge was to create a scalable Google Ads strategy that aligned with both revenue growth and long-term commercial profitability.

We began with a full audit of the Google Ads account, reviewing campaign structure, tracking, optimisation signals, and product feed performance. From there, we implemented a complete restructure focused on transparency, scalability, and profit-driven decision making.

Key improvements included separating brand and prospecting activity, introducing profit-based tracking through Profitmetrics, and restructuring campaigns around profitability tiers and POAS targets. We also optimised the product feed at scale using Datafeedwatch, including AI-enhanced title improvements across more than 26,000 products.

To improve performance visibility further, campaigns were split between Jeffers’ own product ranges and reseller brands, allowing spend to be allocated more strategically. Following analysis, we also reduced reliance on brand-led campaigns after identifying limited incremental value.

What began in August 2023 as a single-account project has since evolved into an ongoing partnership, with continued optimisation and expansion across multiple brands and advertising platforms.

The result has been the transformation of Google Ads into a scalable, profit-focused growth channel delivering both strong revenue and commercial efficiency. By shifting away from a traditional ROAS-only mindset and focusing on profitability, the client now has far greater visibility into which products and campaigns truly drive value.

This approach has enabled significant scaling while maintaining strong efficiency, helping turn paid ads into a reliable and predictable driver of long-term growth. The success of the project has also strengthened the wider partnership, with management expanding beyond one account into multiple brands across both Google and Microsoft Ads.