The long tail converts
Breed, weight, age, specific problem. These searches convert well and stay cheap when the negative list is maintained. This is one of the few niches where a carefully built Search campaign reliably outperforms an automated one.
Consumables justify a higher CPA
Food and treats reorder — with real repeat data, not hope.
Pet supplements are still supplements
Health claims attract the same scrutiny as human products. The wording in titles and descriptions is where accounts get flagged.
More: the pets niche page.