A UK supplier for pets, owners, and horses.

VioVet is a UK-based pet and equestrian supplier, with a range that runs from food, accessories, toys and grooming through to medication, prescriptions, supplements and equestrian products.

Its customers are pet owners - primarily in the UK, with international customers too - and it competes with the largest online pet retailers in the market.

More revenue. Not more budget.

When VioVet came to The Digital Lighthouse, they were clear about what they needed: an agency that understood the impact paid search could have on the top line, and would work hard to get there.

The core challenge was a precise one - increase revenue without increasing spend. In other words, improve return on ad spend.

Plan first. Then rebuild the account around return.

Before making hundreds of changes, we evaluated where the account needed the most work and modelled how each change would affect performance. That planning and forecasting - backed by clear reasoning and data - gave the client confidence in the direction. Every adjustment after that was made with one goal: return on ad spend.

• Feed rebuilt for control. We reviewed the product offering with the client and restructured the feed through DataFeedWatch, introducing custom labels to group and identify products precisely across Google and Microsoft Ads.
• Performance Max, restructured. Campaigns rebuilt around pet types, so audience signals and search themes stayed accurate.
• Best-sellers, pushed hard. We identified the strongest products with the client and gave them dedicated campaigns, with budgets and bidding adjusted to seasonality.
• Quality over quantity in keywords. The focus shifted from how many keywords to how good they were - using Keyword Planner, Google Trends and historical data, with ad copy and landing-page relevance kept sharp.
• Smart testing. We trialled AI Max, Google’s newest keyword AI; the test worked and it stayed in the account. Heading into peak, budgets rose with demand and Black Friday deals ran across multiple ad formats.

The tools behind the numbers.

Paid search performance was built on a clean feed and a disciplined campaign structure.

A seven-figure increase, for almost the same spend.

By restructuring paid search activity, we delivered seven-figure revenue growth year on year while keeping spend close to flat. On Google Ads, conversion value rose 59% and return on ad spend 55% against the same month the year before. On Microsoft Ads, conversion value rose 11% and return on ad spend 15%.

The work gave VioVet real confidence in their digital investment - and a paid search engine that keeps earning its place into 2026 and beyond.