Case study · Pet retail · Australia · Google + Meta
Scaling a pet retail promotion across 8 stores and online.
One umbrella promotion instead of 24 media plans: Google for existing intent, Meta for reach, and fresh creative every fortnight for 12 weeks.
A$7M
campaign-period sales
12
weeks, always on
6
fortnightly cycles
24
partner brands
SOURCE retailer sales data · Online and in-store combined.
In short
A pet retailer ran a 12-week prize promotion across 8 stores, its online store and 24 partner brands. Noam Marketing kept paid media in a few concentrated campaigns, gave Google and Meta clear roles and refreshed the story every fortnight. Campaign-period sales reached A$7M.
Account run and written up by NoamThe challenge
Many brands, one budget.
- 01
Fragmentation risk
24 brands, 8 stores and an online store could have meant dozens of tiny campaigns.
- 02
Learning time
Small campaigns never get enough data to optimise.
- 03
Omnichannel measurement
Online and in-store results had to be read together.
What I did, and why
Seven parts of the system.
- 01
Concentrated architecture.
A few campaigns, not one per brand or store.
- 02
Clear channel roles.
Google captures existing intent; Meta builds reach and demand.
- 03
One umbrella promotion.
The strongest product and prize angles rotated under one story.
- 04
Budget where it can learn.
Spend focused, not split evenly by brand.
- 05
Fortnightly refresh.
A new reason to return every two weeks, without rebuilding campaigns.
- 06
Omnichannel measurement.
Online revenue and store activity tracked together.
- 07
Return behaviour.
Entries designed to bring people back across the 12 weeks.
What this does and doesn’t show
Limits worth knowing.
- A$7M is total campaign-period sales, not sales caused by ads.
- Figures are self-reported from the client’s ad accounts and store data for this business and period. They’re evidence of the approach, not a forecast for another business.
Industry
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