Specificity is the advantage
Breed, weight, age, problem. These convert well and hold their cost — provided the negative list stops the broad drift that eats the saving.
Consumables change the target
Reorder rates justify a higher first-order CPA, with real data.
The claims trap
Pet supplements and health products attract the same scrutiny as human ones. Titles and descriptions are where it bites.
More: the pets vertical.