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Primal Raw Google and Meta Ads

Raw dog foodStarted August 2025

Primal Raw ads for raw dog food

Google and Meta Ads for a raw dog food supplier, with the broken tracking fixed first: 755 Google Ads conversions.

Client
Primal Raw
Sector
Raw dog food
Timeline
Started August 2025
Pillars

Pillars: Attract

Services
Website
primalraw.co.uk (opens in a new tab)

Results

  • 755Google Ads conversions

The brief.

Primal Raw is a premium supplier of raw dog food, stocking specialist brands and delivering nationwide from their Ipswich headquarters.

Operating a hybrid logistics model with freezer vans for East Anglia and DPD for national distribution, they built a £2.2m turnover business with their expert nutritional guidance and exceptional customer support. However, despite establishing a loyal customer base with an 89% retention rate, revenue growth was plateauing.

Primal Raw needed to rapidly acquire new customers, but their digital infrastructure wasn’t set up for the task. A conflict between the website’s Point of Sale (POS) system and external tracking pixels was stripping vital attribution data, forcing ad platforms to bid blind and obscuring the true ROI of their marketing spend.

Without accurate data visibility, scaling ad spend to reach their target return on ad spend of 5:1 was effectively impossible.

We partnered with Primal Raw to recreate their digital acquisition strategy from the ground up. Our mission was to resolve technical conflicts and create a segmented cross-channel campaign that worked for their complex delivery logistics.

We engineered a surge of +755 Google Ads conversions at a solid 5.76% conversion rate. Beyond the bottom-of-funnel wins, we reignited brand visibility, delivering 321k Facebook impressions to keep the pipeline full. We turned a plateaued revenue line into a high-performance machine.

Primal Raw Google ads

What we set out to do

  • Resolve data conflicts between the POS system and ad tracking to stop blind bidding and validate true performance.
  • Target high-intent pet parents to break revenue plateaus, driving new volume into a business model with 89% retention.
  • Engineer distinct ad strategies for local freezer routes versus national couriers to maximise margins.
  • Calibrate bidding to achieve a 5:1 return on ad spend, ensuring profitable first orders while leveraging substantial lifetime value.
  • Deploy hyper-local campaigns in high-volume postcodes to defend market share and block emerging competitors.
Primal Raw social ads

What changed

  • Generated 755 Google Ads conversions, breaking the revenue plateau by capturing high-intent demand for specific raw food brands.
  • Achieved a strong 5.76% conversion rate on Google Ads, validating the precision of the keyword strategy and the relevance of landing page alignment for high-intent traffic.
  • Expanded brand visibility with 321k Facebook impressions, successfully driving awareness among new audiences in key delivery territories to defend market share.
  • Restored data integrity by mitigating POS tracking conflicts, enabling accurate attribution, and allowing the business to scale ad spend with confidence.
Three Primal Raw ads

How we
did it.

6 steps, from the first conversation to the results.

  1. Technical audit and repairing attribution

    We began by diagnosing the problem between Primal Raw’s POS system and external ad platforms, which was stripping tracking capabilities and causing blind bidding. `

    To restore data integrity, we created a custom workaround using UTM tracking and external reporting sheets.

    • Manually reconcile sales data with ad clicks while our developers work to permanently resolve the plugin conflict.

  2. Audience mapping

    For Primal Raw’s hybrid delivery model, we segmented audiences based on delivery logistics rather than just demographics.

    • We targeted specific postcodes in East Anglia serviced by Primal Raw’s own freezer vans to boost high-margin direct delivery.
    • A separate campaign tier targeted the rest of the UK for DPD courier services, so we could manage different cost-per-acquisition targets based on shipping margins.

  3. High-intent Google Search and Shopping strategy

    We created a Google Ads strategy to capture both brand-loyal and solution-seeking pet parents.

    • Shopping Ads: We optimised product feeds to showcase specific popular brands like Bulmer’s, capturing high-intent users searching for specific products
    • Search Ads: We targeted generic high-intent terms around “raw dog food” and “natural treats,” positioning Primal Raw as the premier supplier for users transitioning their pets’ diets.

  4. Meta Ads for customer retention

    To defend market share against local competitors in key areas like Norfolk and Colchester, we launched hyper-localised Meta campaigns.

    • We utilised catalogue sales campaigns to retarget past visitors with dynamic product ads, keeping the brand top-of-mind.
    • Specific messaging combated local pop-up shops, emphasising Primal Raw’s service and reliability.

  5. Creative strategy and content

    We moved away from generic stock imagery, advising on the use of authentic, customer-submitted content to build trust with audiences.

    • The strategy included documenting raw feeding transitions to educate new customers.
    • We enforced tone of voice guidelines to avoid cheesy terminology (e.g., “fur babies”), ensuring the brand remained professional yet approachable.

  6. Continuous optimisation

    With the attribution fix in progress, we shifted to a manual calibration of bidding strategies to hit the target ROAS of 5:1.

    • We monitored new vs. returning customer splits to ensure ad spend was driving genuine growth rather than just cannibalising existing traffic.
    • Our team continuously improved campaigns based on margin data, prioritising high-value bundles and bulk deals to boost initial cart value.

See it live at primalraw.co.uk.

Visit the website (opens in a new tab)

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