Case Studies → How VetUK Saw 140% PPC Growth in a Competitive Market

How VetUK Saw 140% PPC Growth in a Competitive Market

An in-depth review of strategy, execution & results

Executive Summary

VetUK are a nationally established brand with over 15 years experience delivering Pet Medicines, special diets & more to pet owners at a competitive price.

Their eCommerce store delivers well in excess of £10,000,000 in total revenue annually and they are positioned as one of the leading brands in their industry.

Despite their size, PPC investment was limited, leaving a lot of money on the table with low presence in crucial Google Shopping & search channels. Throughout 2024, PPC generated a little over £1,500,000 in revenue, primarily from a branded search campaign.

Outside of the branded search campaign, other existing shopping campaigns returned a ROAS little over 6X.

Over the course of 2025, through considered and insightful investment, we managed to scale the Google Ads account to more than double the annual revenue driven by paid ads, while also delivering a stronger ROAS closer to 7X.

VetUK is the UK’s leading destination for pet medicines, food, supplements and treatments. Serving UK pet owners’ dogs, cats, horses and a menagerie of small animals since 2005, VetUK combines deep market knowledge with the empathy of a family-owned business. They understand the vital importance for pet owners of getting their pet the right product in rapid time. Every product VetUK sells is approved by their team of vets to give owners confidence and peace of mind.

VetUK’s eCommerce store has the functionality of a one-stop shop for your pet. You can order vet-prescribed medicines, special diets and a host of other treatments and solutions at competitive prices.

They are a big player in the market and among the biggest online retailers of pet care products. Additionally, in 2021, they were acquired by VetPartners in order to expand its service to nationwide practices.

Despite their size, VetUK were not able to tap into the full potential of online demand. A high percentage of the ad budget was going towards safe, branded search terms and scaling the account was not easy. Their objective was to break into the high demand for their products, positioning themselves strongly and profitably against competition.

We firstly structurally changed the conversion measurement strategy from last click GA4 conversion events, to data driven Google Ads conversions. This allowed us to make more informed decisions about performance and strategy.

We performed detailed analysis of VetUK’s product catalog, creating new campaigns to place heavier emphasis on VetUK’s best selling products, seasonally switching up what we knew would sell well to boost ROAS.

By shifting the investment strategy away from reliance on branded terms, we helped VetUK appear alongside, and instead of, competitors in valuable online real estate. This was complimented by a purposeful search ads strategy of targeting areas where organic performance was stalling to create a more robust PPC strategy.

The biggest roadblock to PPC success for VetUK was the state of the shopping feed. At the start of the project, the feed used was automatically crawled by Google. Riddled with price and stock mismatches, this feed was unusable and it was impossible to generate an automatic feed from the site.

By building a bespoke, manual feed from the ground up, we were able to finally get shopping off the ground and see significant growth in PPC revenue.

  • Maintained a 15X ROAS
  • Over £3M generated by Google Ads

We already had a long-standing 10+ year long relationship with Vet365, delivering strong, proven eCommerce results.

Since scaling VetUK’s Google Ads performance, we have since branched out across other channels, including Meta, TikTok & Microsoft Ads. We look forward to continuing to help VetUK scale across platforms and assert itself as the market leader.

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