Long-tail converts and stays cheap
Breed, weight, age, specific problem. These searches convert well and hold their cost if the negative list is maintained. A tight Search build usually outperforms an automated campaign here.
Consumables change what a first order is worth
Food and treats reorder. That justifies a higher first-order CPA — but only with real repeat data, not an assumption. We ask for it before setting targets.
Supplements are still supplements
Pet health products attract the same claim scrutiny as human ones. Wording in titles and descriptions is where accounts get flagged.
More: Google Ads for pets.