NZYMES

NZYMES makes health supplements for dogs and cats. Pet owners rarely search for the brand first. They search for the problem: a dog whose back legs are giving out, seizures, yeast issues, oral warts. The account is built around that reality.

The Challenge

Symptom-driven demand is scattered across dozens of specific, emotionally loaded searches, and each condition converts differently. The harder problem is time: plenty of accounts spike for a quarter and fade. This one has had to produce, month after month, since January 2022, through platform changes, PMax rollouts, and shifting CPCs.

The Solution

• Condition-first search campaigns that match how owners actually search: dog mobility and joint pain, seizures and oral warts, and yeast issues each get a dedicated campaign
• A dedicated brand search campaign to protect brand demand and measure it separately from cold acquisition
• Segmented Performance Max: a general campaign, a Feed Only variant running shopping ads without display and video assets, and a cold-audience campaign
• A standard Shopping campaign aimed purely at cold traffic
• Ongoing testing at the edges: an AI-powered search campaign for the yeast category and a Demand Gen video test

The Results

The result is longevity with improving efficiency. Four and a half years in, the account is not coasting: its return over the last year beats both its lifetime average and its first-year mark of 3.5x in 2022.