Case Study: Pet Industry
$21 Cost per Lead and 378% Lead Growth Achieved in Pet Brand’s Marketing Transformation
How we helped an Austin-based pet care company scale lead generation and reduce CPL by 77% in just 4 months through full-funnel ad strategy and precision targeting.
Key Results
Lead Growth
378%
Leads increased from 42 to 201 within four months of campaign optimization.
CPL Reduction
67.39 $ → 21.08 $
Average cost per lead decreased by 69%, surpassing the client’s initial target of $50 per lead.
Engagement Growth
3000%
Ad engagements increased from 1,578 → 47,721, showing massive improvements in audience interaction.
Client Overview
Fluffy Scooper is a professional pet waste removal company based in Austin, Texas, providing reliable and eco-friendly cleaning services for residential and commercial properties. As a growing local brand, they wanted to strengthen their online presence and generate a consistent flow of leads through digital advertising.
Goals
The main objective was to generate qualified leads under $50 CPL across Google Ads and Meta Ads, ensuring long-term scalability while maintaining high lead quality.
Our additional goals included:
- Implementing accurate cross-platform tracking and event setup.
- Increasing brand awareness in Austin and surrounding service areas.
- Building a multi-channel funnel to sustain growth.
Initial Challenges
Tracking Issues
- Most conversion events were incorrectly categorized or missing in Google Tag Manager.
- Meta Pixel and Google Ads conversions were not properly mapped to form submissions and contact events.
Account Structure
- Google Ads had only one mixed campaign without segmentation.
- Meta Ads ran a single campaign with a single creative and broad audience setup.
- Keywords were broad and non-transactional, resulting in wasted spend and low-quality leads.
Our Strategy
We implemented a full-funnel digital marketing rebuild focused on precise tracking, geo-targeting, and continuous creative testing.
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Google Ads
- Set up new conversion actions for form submits, phone calls, and contact events with proper primary/secondary classification.
- Created multiple campaign types:
- Search Campaigns for high-intent transactional keywords.
- Brand Campaign to maintain >90% impression share.
- Competitor Campaign targeting direct competitors.
- Performance Max for broader reach and discovery.
- YouTube Campaign to test awareness and local reach.
- Optimized keyword match types, ad extensions, and responsive ad testing.
Meta Ads
- Designed a full funnel:
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Prospecting campaigns testing 5-10 new creatives weekly for cold audiences.
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Winner campaigns scaling best performers using Advantage+ placements.
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Retargeting campaigns with tailored messaging for engaged users and website visitors.
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Improved event matching and lead tracking accuracy through Meta Events Manager and GTM.
Targeting & Exclusions
- Focused campaigns on exact ZIP codes within Fluffy Scooper’s service area.
- Excluded DMAs and locations outside coverage to eliminate irrelevant traffic.
Website & SEO
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In-depth keyword research focused on local and service-related terms such as “pooper scooper Austin” and “pet waste removal near me.”
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Competitive and SERP analysis to identify ranking gaps and untapped opportunities.
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Customer journey mapping and keyword distribution across different intent stages.
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Optimization of existing pages and creation of new SEO-optimized landing pages targeting key neighborhoods in Austin.
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Professional content plan and on-page copywriting to support both awareness and conversion.
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UX updates for improved CTAs, clickable phone numbers, and overall site usability.
Key Results
Lead Growth
- 201 total leads (+378%) were generated in February and August 2025.
- Month-over-month increase with consistent conversion quality.
CPL Reduction
- CPL decreased from $67.39 to $21.08 (-69%) on Google Ads.
- Meta Ads CPL dropped from $92.72 to under $30.
Engagement Growth
- Total ad engagements grew from 1,578 → 47,721 (+3000%).
- Click-through rates improved by more than 60% across all campaigns.
Services Provided
Google Ads Management
Meta Ads Management
Conversion Tracking & Analytics Setup
SEO Optimization & Website Implementation
Graphic Design
Monthly Performance Reporting
Ready to Achieve Similar Results?
Let’s discuss how our data-driven approach can transform your digital marketing performance.