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The Dog G8 Company is a family run business based in West Sussex, led by father and son, Peter and Chris Maxted. Passionate about dog safety, they design and manufacture a versatile retractable “concertina” dog gate that adapts to various doorways, stairways, and motorhome entrances, eliminating the need for multiple fixed gates.
Since launching in 2019, Dog G8 gained major recognition after their successful 2023 appearance on Dragon’s Den.
Dog G8 begun working with Add People in 2024.
Company
Dog G8 is a family business run by father and son, Peter & Chris Maxted. Both are incredibly passionate about dogs and keeping them safe in their day to day lives.
increase in website revenue from the campaign
(CRO)
ROAS increase YoY
(Paid Social)
ROI from conversion rate optimisation
(CRO)
Dog G8 partnered with Add People in late 2024 to overcome challenges with a previous agency and scale their Google Shopping and Paid Social campaigns. After initial paid media success, they sought to improve organic traffic, conversion rates, and audience reach through SEO, CRO, and Digital PR aiming for a unified strategy to maximise growth and optimize marketing spend.
The challenges were clear:
Following their successful Dragon’s Den appearance and viral TikTok exposure, the founders of Dog G8 had a prime opportunity to transform growing brand awareness into sustainable, scalable sales.
We focused on scaling paid channels to reach new audiences and highlight Dog G8’s unique benefits through Google Ads and Meta campaigns, creating multiple touchpoints that drove sales and website traffic.
After strong paid media results in three months, we expanded into organic growth with CRO, SEO, and Digital PR to boost long term performance and reduce dependence on paid ads.
Our guiding principles were:
We built a scalable growth engine by optimising Google Shopping, expanding through Paid Social, driving long term impact with SEO and PR, and converting clicks into customers through CRO.
The Results
overachieving ROAS breakeven target
How We Achieved This
To drive sustainable and profitable growth, we implemented a performance led strategy focused on efficiency and scale.
Campaigns were split by audience interests and product types, using a combination of Search, Shopping, and Performance Max campaigns to ensure precise targeting and coverage.
Alongside this, CRO tactics were applied to convert increased traffic into meaningful results. The outcome: higher revenue and sales from reduced ad spend with £39k less spent year to date, we generated an additional £24k in revenue, all ahead of the Q4 peak.
The Results
revenue increase YoY
increase in ROAS YoY
How We Achieved This
Following their success on Dragon’s Den and a series of viral TikTok videos, the brand aimed to scale profitably by harnessing the full potential of paid social media.
We focused on optimising high performing legacy campaigns while launching new ones to strengthen the marketing funnel, increase touchpoints, and boost brand recognition.
The result: a 27% reduction in ad spend year-over-year, a 41% increase in revenue, and a 95% uplift in ROAS.
The Results
pieces of coverage across publications
backlinks secured (30 to product pages, 175 to homepage)
How We Achieved This
Since March, the PR campaign has driven keyword growth and boosted brand awareness by securing 228 pieces of coverage in high authority publications and building 205 targeted backlinks. This increased referring domains from 265 to 794 and helped the product “Dog-G8” rank #1 for key search terms. Coverage in Dogs Today Magazine further strengthened brand credibility.
The combined PR and SEO strategy successfully enhances both online visibility and market presence.
The Results
ROI from conversion rate optimisation
How We Achieved This
The Dog G8 CRO campaign delivered outstanding results driving an additional £183,000 in revenue over six months from a £15,000 investment, achieving a 1,120% ROI.
This growth was powered by data driven optimisations focused on enhancing the user journey, removing friction at critical conversion points, and aligning content with user intent. Each change was strategically tested and iterated to maximise conversion impact, proving that smart on site improvements can unlock substantial revenue growth.
— Tom, Nicole, Conor & Stacey – Add People Team
— Chris, Founder, Dog G8
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