£210K Revenue at 4.64X ROAS in 5 Months for a UK Pet Wellness Brand

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£210K Revenue at 4.64X ROAS in 5 Months for a UK Pet Wellness Brand

Meta Ads for CalmPaws, a natural anxiety chew for dogs. We rebuilt the creative system, the product page, and the scaling approach.

The Problem

A UK pet wellness brand sells CalmPaws, a natural anxiety chew for dogs. The product targets real anxiety in dogs during separation, travel, fireworks, and night time.

The Meta account had been running but performance was uneven. Spend was hovering around £8K a month. ROAS sat between 1.7X and 2.1X. CPA was stuck at £38 and conversion rate on the product page was 1.3%.

The deeper issues were structural. The creative pipeline was thin and limited to static images, the product page wasn’t built for mobile conversion, and audience overlap was eating efficiency on Meta.

The brand was also leaning heavily on discounts, which meant repeat purchase rates were weak and margin got squeezed every time they pushed for volume.

What I Did

1. Built a structured creative testing system. Every creative went through a real framework instead of random launches. Hooks, anxiety triggers, UGC formats, and problem aware angles each got tested deliberately. The clearest winner was emotional creatives over product focused ones. The ads that worked spoke to stressed dog owners and the relief they were looking for. The pet niche also burns through creatives quickly, so we ran a weekly pipeline of fresh UGC and re-edited winners into new formats to keep performance stable.

2. Rewrote the product page for conversion. The old page was generic and not built for mobile, where most of the traffic was actually landing. The first viewport got a cleaner layout with social proof moved above the fold. Video reviews went in where they actually mattered and the CTA hierarchy was tightened. The biggest lifts came from simplifying the top of the page and fixing mobile loading speed.

3. Rebuilt the audience structure on Meta. Broad targeting was inconsistent on its own, so the account got a proper structure on top of it. Broad scaling campaigns, interest stack tests, customer list lookalikes, and engaged video viewer audiences each got their own home. Purchaser exclusion logic was added so we weren’t paying to advertise to existing customers.

4. Scaled through creative volume. Aggressive budget jumps made the account unstable, so scaling came through controlled daily increases and horizontal duplication of winning ad sets. The bigger lesson was that creative expansion scaled better than audience expansion did. New creatives let the account absorb more spend in a way new audiences couldn’t.

5. Built a daily data and decision loop. Daily KPIs tracked included thumbstop rate, hook rate, CTR, ATC, IC, blended ROAS, frequency, and returning customer rate. When CTR was strong but CPA stayed high, the diagnosis went to landing page friction, checkout drops, creative message mismatch, or mobile UX. That diagnostic flow kept the account from spiraling whenever a metric dropped.