Race and Herd provides premium herding balls and interactive toys designed for horses, dogs and farm livestock. To scale their global e-commerce revenue predictably, Crovilo structured and optimised a high-converting Google Ads campaign framework. Over a 30-day scaling period, the strategy generated $11,400+ SGD in order value at an average 445.24% return on ad spend.
Figures cover a 30-day scaling period in the client’s Google Ads account.
Despite offering high-demand products for horse and pet owners, Race and Herd faced key PPC growth hurdles. Previous ad efforts suffered from inconsistent return rates, making budget scaling risky. Cost-per-click thresholds had to be balanced against competing pet and equestrian brands without losing top-of-page visibility. And purchase conversion value needed to be maximised from high-intent shoppers searching for specialised interactive pet and equestrian gear.
Three phases, run continuously across a 30-day scaling period.
Segmented search campaigns to target high-intent transactional keywords — herding balls for horses, durable dog interactive toys, equestrian enrichment gear — and implemented strict negative keyword lists to exclude generic, non-converting terms such as cheap toys and DIY options.
Leveraged Smart Bidding protocols (Target ROAS) to automatically bid higher on queries with proven purchase probability, while keeping average CPC capped around $1.58 — maintaining lower acquisition costs while still driving qualified traffic.
Continuously monitored daily conversion spikes — peak daily ROAS reached 873% and 1226% during high-demand windows — and reallocated budget dynamically toward top-performing ad groups and high-converting product lines.
This engagement was about profitable scalability. Across the monthly period the account delivered $3.45+ in direct order revenue for every $1 spent, with daily transaction rates scaled up to eight purchases per day during peak performance cycles.
Source: Google Ads account reporting for Race and Herd across the 30-day scaling period.
Before this engagement, inconsistent return rates made budget scaling risky, and rising cost per click squeezed margins against competing pet and equestrian brands. We restructured campaigns around high-intent transactional search, moved bidding onto Target ROAS, and scaled budget daily toward the ad groups and product lines that actually converted.
Note: figures reflect a 30-day scaling period in the client’s Google Ads account. Peak daily ROAS reached 873% and 1226% during high-demand windows.
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