How Postman Pooch Boosted Revenue by 132% with Smarter Google Ads
How Postman Pooch Boosted Revenue by 132% with Smarter Google Ads
Postman Pooch is a business built on joy for our furry friends.
They specialise in subscription boxes, birthday treats and natural goodies for cats and dogs. Co-founder and Owner, Ben Millar, has carved out a niche that delivers excitement straight to pet owners’ doors.
Ben, who, alongside running a web development agency, had already built a strong organic presence for Postman Pooch. However, while the website looked the part, something wasn’t quite clicking when it came to paid advertising.
They knew there was untapped potential in Google Ads. They just needed the right partner to unlock it. That’s where Add People came in.
The Challenge
When Postman Pooch came on board in October 2024, they weren’t starting from scratch. Their SEO was solid, and the foundations of the business were strong.
But PPC was a different story.
Despite previous attempts, their Google Ads activity lacked structure. Budget was being spent on expensive keywords that simply were not delivering. Shopping campaigns were underperforming, and high-value subscription products were not getting the visibility they deserved.
On top of that, their shopping feed was basic and under-optimised, limiting how well their products could perform across Google.
The challenge was clear: bring structure, clarity and performance to their PPC efforts while turning ad spend into consistent, profitable growth.
The Strategy
When our eCom Team took charge in October 2024, the focus was on rebuilding the account from the ground up. We wanted to create a scalable, high-performing structure that would not only drive immediate improvements but support long-term growth.
Our approach included:
Full Account Restructure
We stripped things back and rebuilt the Google Ads account with a clear, strategic structure. This allowed us to control spend more effectively and ensure budget was being directed towards the products that mattered most.
Shopping Feed Optimisation
The existing feed was holding performance back. Our feed specialists enhanced product data across the board, improving titles, descriptions and overall quality. This helped products appear more competitively within Google Shopping and boosted visibility almost instantly.
Performance Max Campaign Segmentation
Rather than relying on a single campaign, we introduced dedicated Performance Max campaigns for each key product category. Subscription boxes, birthday boxes, natural treats and cakes all received their own focus, ensuring budget was aligned with high-value opportunities.
High-Value Product Prioritisation
We shifted the strategy towards products with stronger lifetime value. Subscription-based offerings became a central focus, helping to drive not just one-off purchases but repeat business and long-term customer loyalty.
Keyword and Spend Refinement
We reduced wasted spend on underperforming keywords and redirected investment into areas delivering real returns. This improved efficiency and ensured every pound worked harder.
Collaboration played a big role too. With Ben’s technical background, we were able to have detailed, productive conversations that helped shape a smarter, more effective strategy.
Grow so much you get your own case study, with Add People.
The Results
The impact was clear and immediate.
Postman Pooch saw:
- A 46% increase in ROAS, turning their ad spend into significantly stronger returns.
- Conversions jumped by 128%, showing a dramatic improvement in how effectively campaigns were driving action.
- Most impressively, revenue grew by 132%, highlighting the real business impact of the new strategy.
Beyond the numbers, the business felt the difference. During Black Friday and the run-up to Christmas, performance surged. With a clear structure in place, we were able to scale spend in the right areas and fully capitalise on seasonal demand.
Stock levels were pushed to their limits, with the team frequently needing to reorder popular products to keep up with demand.
It wasn’t just growth. It was controlled, strategic growth that set the business up for long-term success.
We’re proud to continue supporting Postman Pooch as they focus on maintaining strong returns and scaling even further.
Testimonial
Finally, a word from the client:
“Since working with Add People, we have really built a much better understanding of PPC and the importance of hiring an agency that knows and understands the technical and structural side of Google Ads.
This approach has meant that the money we spend in Google is now returning much better, and we’ve been able to work towards expanding the business and getting a better foothold in Google Ads. It has also shown us the importance of being ready for Black Friday and the potential revenue and sales that Black Friday can bring if you make the most of it as a business owner.”
Ben Millar, co-owner
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