eCommerce / Subscription
5 Hounds by Dr Will
Scaling a subscription dog food brand through full-funnel paid media across Meta and Google Ads.
$1.57M
Revenue generated through paid media campaigns
The Challenge
Scaling a Subscription Model
5 Hounds sells personalised, fresh dog food on a subscription model. Scaling customer acquisition while keeping costs sustainable required a structured, full-funnel approach.
- High customer acquisition costs. Subscription products require trust before the first purchase. CAC needed to come down while volume scaled up.
- Competitive premium pet food market. Multiple brands competing for the same health-conscious dog owners across Australia.
- Funnel complexity. Customers complete a quiz, get a personalised plan, and then subscribe. Multiple drop-off points required careful funnel tracking.
- Balancing top-of-funnel reach with bottom-of-funnel efficiency. Building awareness while maintaining profitable conversion rates.
Our Approach
Full-Funnel Paid Media Strategy
A combined Meta and Google Ads program with founder-led creative, structured testing, and performance-based budget allocation.
Meta Ads: Full-Funnel Campaigns
Top-of-funnel awareness campaigns, mid-funnel engagement, and bottom-of-funnel retargeting. Retargeting alone generated 336 purchases. TOF campaigns produced 328 purchases from fresh audiences.
Founder-Led Video Creative
Authentic video ads featuring the founder achieved the highest conversion values. One ad alone generated A$18,931 in purchase value with 113 purchases on A$4,483 spend.
Google Ads: Search and Shopping
8,097 clicks (+100%), 1,296 conversions (+22.6%). Brand search delivered 830 conversions at just A$0.86 per conversion. Google Shopping added 573 purchases.
Performance Max
Expanded reach to new audiences with 278 additional conversions. Brand-adjacent keywords like ‘dog food delivery’ provided incremental volume at manageable CPCs.
Performance-Based Budgeting
Budgets shifted toward the highest-performing campaigns weekly. Meta spend was allocated based on ROAS and purchase volume per campaign.
Conversion Tracking
Full funnel measurement: quiz starts, plan selections, checkout initiations, and purchases. Drop-off analysis informed creative and targeting decisions.
The Results
Numbers Pulled From the Ad Accounts
Meta Revenue
$99K+
Revenue from Meta Ads alone. 1,580 purchases with improved funnel efficiency despite fewer upper-funnel actions.
Meta Purchases
1,580
Retargeting: 336 purchases. TOF campaigns: 328 purchases. Sales campaigns: 213 purchases.
Google Conversions
1,296
+22.6% increase. Shopping: 573 purchases. Website purchases: 355. Form starts: 253.
Google Traffic
8,097 clicks
+100% increase on 194K impressions (+338%). Average CPC dropped to A$1.02.
Brand Search
830 conversions
At just A$0.86 per conversion on A$715.90 spend. 51% click-through rate.
CAC Improvement
38% lower
Customer acquisition cost reduced through structured funnel optimisation and creative testing.
Want results like these?
Let’s talk about what we can do for your business.