Case Study: Optimizing Lead Generation for Pet Food Network Marketing with Google Ads

Initial Situation

ohbella.de, a network marketing company specializing in pet food, aimed to improve lead generation through Google Ads. Before optimization, the company faced challenges with conversion tracking accuracy and a suboptimal campaign structure.

Strategy & Implementation

1. Implementation of Server-Side Tracking

✔ Server-Side Google Tag Manager (sGTM) setup to improve tracking accuracy and data collection.
✔ Enhanced Conversions activated to correctly attribute more leads to Google Ads.
✔ Integration of missing conversion events, including form submissions, phone calls, and newsletter sign-ups.

2. Performance Max Campaign Optimization

✔ Restructured campaign to target users with a higher likelihood of converting.
✔ Optimized asset groups to prioritize the most relevant ad elements for different target audiences.
✔ Adjusted bidding strategy, shifting to “Maximize Conversions (Target CPA)” for more efficient budget allocation.
✔ Leveraged historical data to identify the best-performing combinations of creatives and target groups.

3. Search Campaign Optimization

✔ Refined and expanded keyword set, focusing on high-intent keywords with strong lead potential.
✔ Improved ad copy with clearer CTAs and stronger lead-generation incentives.
✔ A/B testing conducted to identify the most effective ad variations.
✔ Landing page optimization to improve conversion rates through faster load times and clearer forms.

Results (Compared to Previous Period)

Conclusion

By implementing server-side tracking, the accuracy of conversion data was significantly improved, leading to more efficient campaign management. The Performance Max campaign optimization and refined search strategy helped generate higher-quality leads at a lower cost per lead.

This case study highlights how strategic tracking and campaign adjustments can drive better results in the network marketing sector for pet food. 🚀