How a Pet Services Company Achieved 5X Verified Leads at 80% Lower CPA

A Pet Services Company

The Company

Groomit is a leading pet services marketplace in the United States available on desktop, iOS, and Android.  They revolutionized the pet care industry by creating a seamless digital platform that allows users to book same-day services without the hassle of phone calls. Groomit has set a new standard for convenience and efficiency in pet care with transparent pricing and a user-friendly interface.

The Challenge

Groomit had a strong performance with their digital advertising. However, as they scaled their ad spend, they noticed the rising cost per account registration. As a result, the cost per booking also increased, slimming down their margins. To achieve their growth goals for the year, they sought out expert digital advertising to drive down the cost per account registration and booking alongside their goal to build a first-party dashboard.

The Goal

Groomit aimed to:

  • Reduce the cost per new customer 
  • Develop a scalable campaign structure that would enable them to drive up demand based on region and seasonality
  • Develop a 1st party data dashboard for deeper audience insights

The Results

Within 2 months, we were able to reduce the cost per new customer and build a scalable advertising strategy. This was achieved while simultaneously upskilling and training an in-house team member to manage campaigns going forward independently. By month 4, the advertising attribution from the mobile app was implemented alongside the 1st party dashboard.

 

50% more paid bookings

80% lower CPA

5x the Number of Verified Leads

Our Key Responsibilities

Able & Howe provided strategic and tactical support, delivering measurable results within a short timeframe. Here’s some of the key contributions:

  • Implemented proper eCommerce conversion tracking
  • Implemented mobile app eCommerce conversion tracking
  • Developed a methodology to transfer Advertising data into 1st party user profiles
  • Conducting an assessment of the account to look for opportunities to improve performance. 
  • Addressing key issues in the account, including:
    • Insufficient conversions per campaign which prevents effective bidding strategies.
    • Lack of CPA limits for verified leads or bookings, leaving Google’s bidding algorithm unchecked. 
    • Overuse of geographic, device, and audience-level bidding adjustments that inflated CPC
  • Implementing solutions to stabilize and optimize account performance quickly 
    • Removed micro bid adjustments to lower CPC 
    • Extended campaign durations to gather more robust conversion data 
    • Configured conversion goals to improve tracking and campaign outcomes

Evaluate

Strengths

KLONDIKE Lubricants boasts a strong presence in the Canadian market with of 35 years of history and a diverse product line of over 700 SKUs across 10 product families. As innovative market leaders with global certification and numerous OEM approvals, KLONDIKE serves a range of markets including heavy-duty industrial equipment, automotive, agriculture, markine, construction, manufacturing, food-grade, and oil and gas.

 

Their extensive distribution network includes over 1,400 dealer locations, contributing to industry-leading revenue growth of over 25% year-over-year since 2015. This growth has been driven by their unique consultative selling approach.

WEAKNESSES

KLONDIKE had the opportunity to gain deeper insights into the US market to refine their Go-to-Market strategy. By enhancing strategic marketing leadership, they could effectively tailor their approach for this new market. Strengthening their internal marketing team with additional training and support would further enable them to execute strategic initiatives successfully. 

Function Gaps

Developing a detailed Go-to-Market plan for the US market, including market needs assessment, competitor analysis, and customer persona development, presented a significant opportunity. Enhancing the internal team’s expertise in optimizing digital campaigns, developing targeted messaging, and implementing advanced marketing technologies would greatly benefit their efforts. Additionally, upgrading their website to support future eCommerce functionality and improve user experience would align with their growth objectives. 

Create

  • Developed a Go-to-Market strategy matrix designed to guide KLONDIKE’s entry into the US market.
  • Created detailed buyer personas based on market research, customer feedback, and demographic data to inform marketing strategies, messaging, and targeting efforts.
  • Formulated and optimized marketing messages to better engage and convert potential customers.

Evolve

  • Partnered with the CEO and executive team to refine strategic initiatives and align marketing efforts with overall business objectives.
  • Completed a market analysis of new and existing markets to identify growth opportunities and market dynamics in US and Canadian markets.
  • Completed a CRO audit on the KLONDIKE website and provided strategic recommendations for alignment with brand identity, conversion optimization, and UX best practices.
  • Completed several market research projects to gather crucial insights into market needs, customer behaviour, and the competitive landscape.

Activate

  • Completed a B2B eCommerce needs analysis project to identify the tech stack and the features and functionalities needed to elevate the KLONDIKE website to a fully functional B2B eCommerce platform.

Enable

  • Completed a martech audit to assess and optimize the KLONDIKE marketing technology stack for better efficiency and integration.
  • Provided leadership and oversight of the internal KLONDIKE marketing team, offering guidance and support on key marketing initiatives.
  • Provided coaching and training on brand messaging and content creation.