CASE STUDY
Poseidon Animal Health
Poseidon Animal Health
63% more sales at a 51% lower cost per sale.
63% more sales at a 51% lower cost per sale.
How Market Lead turned Poseidon Animal Health's underperforming Google Ads channel into a new-customer engine, rebuilding tracking and product-line economics to win high-intent search across Australia and the USA.
How Market Lead turned Poseidon Animal Health's underperforming Google Ads channel into a new-customer engine, rebuilding tracking and product-line economics to win high-intent search across Australia and the USA.
Industry
Industry
DTC E-commerce (Equine Health Supplements)
DTC E-commerce (Equine Health Supplements)
Services
Services
Google Ads, Meta Ads, Shopping Feed & Conversion Tracking
Google Ads, Meta Ads, Shopping Feed & Conversion Tracking
Markets
Markets
Australia & USA
Australia & USA
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
Social was working. Google Ads was leaking growth.
Poseidon Animal Health had built real demand for its equine supplements through social and word of mouth, but its Google Ads channel told a different story.
Spend leaned on branded and returning-customer searches, harvesting demand that already existed instead of creating new.
High-potential product lines sat underfunded and invisible, and conversion tracking through Shopify was unreliable, so no one could see which campaigns were actually driving revenue.
Poseidon Animal Health had built real demand for its equine supplements through social and word of mouth, but its Google Ads channel told a different story.
Spend leaned on branded and returning-customer searches, harvesting demand that already existed instead of creating new.
High-potential product lines sat underfunded and invisible, and conversion tracking through Shopify was unreliable, so no one could see which campaigns were actually driving revenue.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Win new demand, not brand
Fix the data first, then follow the economics. The goal was new customers at a lower acquisition cost, not more branded clicks. Market Lead made accurate tracking the first move, because budget can only follow revenue once revenue is visible.
From there the strategy was to rebuild the account around product-line economics and inventory priority, then push hard on high-intent, non-branded search so growth came from buyers who had never met the brand.
Fix the data first, then follow the economics. The goal was new customers at a lower acquisition cost, not more branded clicks. Market Lead made accurate tracking the first move, because budget can only follow revenue once revenue is visible.
From there the strategy was to rebuild the account around product-line economics and inventory priority, then push hard on high-intent, non-branded search so growth came from buyers who had never met the brand.
The Key Insight
Branded traffic flatters the dashboard but caps the business: real scale comes from winning new demand on intent, not re-buying the customers you already have.
The Key Insight
Branded traffic flatters the dashboard but caps the business: real scale comes from winning new demand on intent, not re-buying the customers you already have.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Tracking & Attribution
• Rebuilt Shopify conversion tracking for accuracy
• Unified Shopify, Google and Meta into one economic snapshot
• Automated tracking sheet refreshed through the day
• Revenue attributed cleanly to each campaign
Tracking & Attribution
• Rebuilt Shopify conversion tracking for accuracy
• Unified Shopify, Google and Meta into one economic snapshot
• Automated tracking sheet refreshed through the day
• Revenue attributed cleanly to each campaign
Google Ads
• Products segmented by performance and business priority
• Dynamic budget allocation to top performers
• Non-branded search expansion to reach new users
• Impression share growth in competitive categories
Google Ads
• Products segmented by performance and business priority
• Dynamic budget allocation to top performers
• Non-branded search expansion to reach new users
• Impression share growth in competitive categories
Product Feed & Shopping
• Deep optimization of all product data
• Higher feed quality to lift Shopping visibility
• Priority lines given dedicated budget and structure
Product Feed & Shopping
• Deep optimization of all product data
• Higher feed quality to lift Shopping visibility
• Priority lines given dedicated budget and structure
Meta & Multi-Market
• Paid social scaled alongside search
• Growth expanded across the Australian and US stores
• Forecasting aligned to live inventory levels
Meta & Multi-Market
• Paid social scaled alongside search
• Growth expanded across the Australian and US stores
• Forecasting aligned to live inventory levels
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
The channel stopped harvesting old demand and started building new. Comparing the September to December window year on year, Poseidon's Google Ads generated markedly more sales at a much lower cost to acquire each one, while its visibility in competitive categories more than doubled.
Just as important, the growth no longer depended on the brand's own name: a repeatable, new-customer engine now runs across both the Australian and US stores, with budget following live revenue data instead of guesswork. What began as the brand's weakest channel became one of its most predictable
The channel stopped harvesting old demand and started building new. Comparing the September to December window year on year, Poseidon's Google Ads generated markedly more sales at a much lower cost to acquire each one, while its visibility in competitive categories more than doubled.
Just as important, the growth no longer depended on the brand's own name: a repeatable, new-customer engine now runs across both the Australian and US stores, with budget following live revenue data instead of guesswork. What began as the brand's weakest channel became one of its most predictable
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Market Lead helped Poseidon Animal Health turn search into a new-customer engine across two markets. Book a call to see what's possible for your store.
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