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Vet Warehouse

SEM, SEO and email

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Vet Warehouse, a leading pet essentials brand in New Zealand with substantial ad spend, sought scalable, profitable growth. Swell Search partnered with them, deploying a multi-platform strategy combining Google Ads, SEO, and Email Marketing to elevate revenue and market presence.

Challenges

High Competition & Rising Ad Costs: Despite substantial advertising budgets, Vet Warehouse needed to improve ROI and ads efficiency.

Stunted Organic Performance: To reduce reliance on paid media, organic visibility needed a serious boost.

Underutilised Email Channel: The brand had untapped potential in email to retain and convert existing audiences.

The Approach

1. Google Ads (SEM) Optimization

Strategic Analysis: We conducted an in-depth analysis of Vet Warehouse’s target audience, competitive landscape, and existing ad performance.

Feed Optimization: Product feed elements—titles, categories, etc.—were tweaked to drive relevancy, higher click-throughs, and lower CPCs.

Audience Segmentation & Account Restructure: We rebuilt campaign architecture, organized products into coherent segments, and layered advanced audience targeting.

ROI Improvement: We deep dived into their product portfolio, spend per sale, and overall profitability. From this, we were able to deduce where money was being wasted, and where more potential to scale profitability was. 

2. SEO Strategy (On-Page, Off-Page & Technical)

Holistic SEO Implementation: Over the subsequent 2 years months, we rolled out on‑page enhancements, technical fixes, content optimization, and backlink acquisition to strengthen authority and visibility.

Content Marketing: Tailored content was created for pet owners—covering advice, product info, and care resources—to attract high-intent organic traffic.

3. Email Marketing

Automated Nurture Sequences: We implemented targeted email flows—such as welcome series, cart recovery, and repeat purchase reminders—to deepen customer engagement and retention.

Campaign Promotions & Educational Content: Highlighting new products, seasonal specials, and pet care tips helped drive conversion and trust.

The Results

The combined efforts of our Google Ads, SEO, and email marketing strategies yielded impressive outcomes for Vet Warehouse. Over the course of our collaboration, we achieved the following results:

Conversion Value Over Cost: Increased from 7.31 to 11.54.

Revenue Growth: Boosted by 20% within the first three months, and by the 18-month mark had increased by 90%.

Organic Traffic: Grew by 168%.

Share of Voice: Increased by 232%, significantly enhancing Vet Warehouse's visibility in search engine results.

Average Monthly Revenue: Increased from an avergae revenue of $218,000 in September 2023, to averaging $460,000 in February 2025. 

A word from the owner..

“Within three months, our Google Ads ROI improved dramatically, and over nine months, organic traffic and visibility surged. Email became a powerful sales channel. Swell Search’s integrated strategy exceeded our expectations.”
— Director, Vet Warehouse

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