How We Scaled a Pet Treats Brand to $1.04M in Monthly Revenue While Acquiring Over 60,000 New Customers
Overview
This case study follows a well-known pet treats brand operating in one of Amazon's most competitive categories. The brand had been an Incrementum client for over a year with strong performance already in place when an internal team transition required a new strategist to take the lead. Rather than disrupting momentum, our team executed a seamless handoff, preserved everything that was working, and identified new levers to push the account past milestones it had never reached, delivering the brand's first seven-figure revenue month within months of the transition.
The Challenge
The account was performing well, but the path to the next level of growth wasn’t straightforward.
- Seamless team transition required, with a new strategist inheriting a complex, high-performing account and needing to get up to speed without disrupting momentum
- Highly competitive category with aggressive CPC pressure, where multiple established brands fought for the same high-value keywords and top-of-search placements
- Scale without sacrificing efficiency, as the client needed to grow spend and revenue while keeping TACoS within an acceptable range
- New-to-brand acquisition was the core priority, requiring the team to shift budget away from branded traffic and toward category and competitor targeting
- Budget constraints during key windows, forcing the team to make hard allocation decisions about when and where to concentrate spend for maximum impact
These weren’t problems to fix. They were ceilings to break through.
The Approach
Seamless Handoff, Then Acceleration
When our new strategist took over, the account came with clean, well-documented campaign architecture, bidding logic, and promotional cadence. Rather than overhauling what was already working, the team preserved the existing foundation and focused on identifying untapped growth opportunities. The transition was invisible to the client, and within weeks the team was executing new strategies on top of the inherited structure.
Aggressive Top-of-Search Investment
The team raised top-of-search bids in ranking campaigns, accepting higher CPCs where the data justified it. Conversion rates at top-of-search were significantly stronger than other placements, and the brand's equity supported the investment. This wasn't reckless spending. It was a calculated bet backed by performance data, and it paid off as organic rankings climbed and organic sales followed.
Promotional Budget Concentration
Rather than spreading spend evenly across the calendar, the team restructured budget allocation around promotional windows. During deals, discounts, and deeper Subscribe & Save coupon periods, spend was pushed aggressively to capitalize on peak CTR and conversion rates. Outside those windows, spend was pulled back. This rhythm maximized return during high-conversion moments and preserved budget for when it mattered most.
New-to-Brand Acquisition Engine
Acquiring new customers was the client's top priority. The team built an AMC lookalike audience based on the brand's highest-value customers, layered with new-to-brand targeting, creating one of the account's strongest acquisition levers. Competitor-targeting campaigns were scaled more aggressively across the board. Branded spend was deliberately limited, redirecting budget toward category and conquest campaigns that expanded the customer base rather than recapturing existing buyers.
Disciplined Execution Under Constraints
When budgets were tight, the team implemented dayparting to reduce spend during low-conversion hours and concentrate investment on peak windows. Ranking campaigns maintained full coverage to protect keyword momentum. Untapped category opportunities were segmented with dedicated budgets, and Sponsored Products Video ads were tested at scale, generating meaningful incremental revenue. Every decision was filtered through the lens of doing more with the same resources.
Our Results
$1.04M in December revenue, the brand's first seven-figure month ever
Over 60,000 new customers acquired in December, the highest new-to-brand level in two years
38,000 new customers in January, sustaining acquisition momentum beyond the holiday peak
$876K in January and $669K in February (through Feb 22), showing continued scale
TACoS held in the mid-20% range while spending aggressively to acquire new customers
Organic revenue grew alongside paid, confirming that ranking gains and Subscribe & Save momentum were compounding beyond ad spend