Case Study · Houndsy · Premium Pet Feeders
Non-Branded Search Strategy: 105% Revenue Growth for a Pet Brand
In 10 months, we helped Houndsy double their Google Ads revenue while scaling spend 140%+ and keeping customer acquisition costs flat at $45. Here's how strategic campaign restructuring and attribution alignment unlocked confident, efficient growth.
The Results
Doubled Revenue. Scaled Spend 140%. CAC Stayed Flat.
+105%
Revenue growth
10 months
+140%
Spend increase
scaled with confidence
$45
CAC
stayed flat through scale
+30%
Conversion rate
year over year
+88%
Non-branded revenue
growth
5.56
ROAS maintained
only -15% during scale
The Real Challenge
The Problem Wasn't Demand. It Was Trust and Structure.
Houndsy makes an elegant automatic dog feeder that perfectly portions kibble for pets. When they came to us in February 2025, their Google Ads account had significant structural issues that made confident scaling impossible.
Campaign structure lacked transparency
One Performance Max campaign was spending most of its budget on branded terms, with branded and non-branded spend completely mixed together. There was no way to see what was actually driving performance or where to optimize.
Attribution complexity created decision paralysis
The client measured success through TripleWhale's Total Impact attribution, but there was no historical TripleWhale data from 2024 to compare against. With a 7-day reporting lag, every optimization meant waiting a week to see how it affected the metrics that mattered to the client.
Platform metrics didn't align with client measurement
Google Ads showed one story, TripleWhale showed another. Without understanding how different campaigns contributed to Total Impact performance, scaling felt risky.
The Strategy
Foundation-First, Then Scale on Solid Ground.
Rather than chase new keywords or tactics, we went back to basics.
01
Split branded and non-branded for transparency
We separated branded and non-branded activity into distinct campaigns to create visibility into what was actually driving performance. Before this, everything was mixed together — making optimization impossible. This wasn't about expanding into new non-branded keywords. It was about seeing what was already happening and optimizing from there.
02
Clean up and rebuild the fundamentals
We refreshed everything that had been neglected: ad copy, sitelinks, callouts, product feed tags, and asset groups. This 'back to basics' approach sounds simple, but it's where most accounts break down. These fundamentals create the foundation for everything else.
03
Navigate attribution complexity
The trickiest part: optimizing to TripleWhale's Total Impact attribution while Google Ads only saw platform conversions. We ran controlled tests — adjusting spend and bids in Google Ads, then waiting 7 days to see how those changes affected TripleWhale's Total Impact numbers. Through systematic testing, we identified which campaigns contributed most effectively to Total Impact performance.
04
Scale on a solid foundation
With transparency, clean fundamentals, and attribution alignment established, we scaled aggressively. Spend climbed 140%+. Revenue doubled. CAC stayed flat at $45. ROAS maintained efficiency through scale.
Why It Worked
Five Reasons This Approach Compounded
Foundation before growth
We didn't try to scale a broken system. We rebuilt the fundamentals first, then scaled on solid ground.
Transparency enabled optimization
Separating branded and non-branded created visibility. You can't optimize what you can't see.
Platform-agnostic measurement
We optimized to the client's success metric (TripleWhale Total Impact), not just Google's platform numbers. This required systematic testing but created real alignment.
Controlled scaling
We increased spend 140%+ while keeping CAC flat and ROAS relatively stable. This wasn't reckless spending — it was confident, data-backed scale.
The basics aren't basic
Ad copy, extensions, product feed optimization, campaign structure. These 'simple' elements are where most accounts fail. Getting them right creates the foundation for everything else.
Ready to Transform Your Search Advertising Performance?
Houndsy's 105% growth wasn't luck. It came from strategic planning, foundation-first optimization, and data-driven scaling within 10 months of partnership.