Case study / GrowComing soon
Paid search, rebuilt from the account up
What a clean Google and Bing account did for a DTC raw-pet-food brand in its first year.
We rebuilt Barfer's Wellfood's paid search from the account up. In the first year, new customers rose 39% at a flat acquisition cost, and net revenue rose 25%.
Barfer's Wellfood makes raw food for dogs and ships it frozen across Germany and Austria. The product has a real following, more than twenty thousand customers and a DLG certification, made in Berlin since 2011. The advertising was not keeping up with it.
The account was one problem, the measurement was another. Two hundred thousand keywords with no bidding logic behind them. New and returning customers counted as a single number. No tiered shopping feed, so the algorithm could not tell a full menu from a supplement. And the tracking itself was off: mislabeled traffic had inflated sessions to roughly three times the real figure, so every report read better than the truth.
Paid search rewards structure. We rebuilt the structure, and we fixed the measurement first so the bidding had something honest to chase.
An ad account is only as smart as the data underneath it. Make the measurement honest, then the algorithm has something real to optimize toward.
+39%
New customers, flat CAC
+25%
Net revenue
×2.4
Click-through rate
-17%
Cost per click
Figures are like for like year over year, mid-December to mid-June (2025/26 versus 2024/25), seasonally adjusted and net, from the client's analytics (Klar). Click-through and cost per click are ad-account data across Google and Bing. We publish the changes, not the underlying revenue or spend.
What we rebuilt
We cut the two hundred thousand keywords down to the ones that earn, and split new customers from returning ones so the budget could chase growth instead of paying again for people who already buy. We built a tiered shopping feed that tells the platform what each product is worth, and moved bidding onto a modern algorithmic setup on tracking we could trust.
The same structure now runs on Google and, since the start of 2026, on Bing.
Making the numbers honest
Before any of that could pay off, the measurement had to be right. Mislabeled traffic was inflating sessions to around three times the real number, which made every report optimistic and useless. We traced it, corrected it with the client's analytics provider, then replaced the static weekly report with a live dashboard. After the fix the account matched reality, and the optimization finally had a true signal to work against.
What changed
Measured like for like against the year before, new customers rose 39% while the cost to acquire one stayed flat. Net revenue rose 25%, and revenue from new customers alone rose 42%.
The traffic got better as it grew. Click-through reached 2.4 times the prior rate, and cost per click fell 17% across Google and Bing.
Where year two goes
Acquisition is healthy, so the next gains come after the click. We are moving the account toward bidding on lifetime value rather than first-purchase cost alone, reactivating demand-generation campaigns, and building dedicated landing pages to lift conversion. The structure is in place. Now it compounds.
How we work on growth
This is the grow side of what we do. It runs on a monthly retainer with a success share where it fits. The client keeps the account, the data, and the tracking, and the scripts and frameworks that run it stay ours, licensed for their own use. We do not lock anyone in.
Thought you might wonder
- Do we have to change our setup?
- No. We work inside your existing account, and you keep the account, the data, and the tracking if we ever part ways.
- Is this Google only?
- No. The same account structure runs on Google and on Bing.
- Do you guarantee these results?
- No. Growth work is best-effort under our terms. We publish what happened, like for like, and project from your own numbers. We do not guarantee a figure.
Related
Coming soon
The full case study is being finalized.
The numbers are in and the write-up is on the way. Check back shortly.
Talk to us in the meantime