Equine Supplements Brand Scales 59% with Search-Led Strategy on Google

A premium equine supplements brand focused on scientifically formulated products that support horse health, performance, and recovery. The brand serves a knowledgeable audience of riders, trainers, and horse owners within a competitive animal health category, where capturing high-intent demand is critical to growth.

The Challenge

Going into Q4, the account relied heavily on Performance Max, which drove the majority of ad sales while Search contributed minimally. This imbalance limited control over performance and reduced visibility into high-intent demand.

Search campaigns were inefficient, with low engagement and elevated costs. Weak click-through rates and high cost per click signaled poor alignment between targeting and user intent. As a result, high-value queries were not being effectively captured.

Despite consistent investment during a peak sales period, the account underperformed relative to opportunity. Without a structured Search foundation, demand was either missed or inefficiently routed through Performance Max, constraining both scale and efficiency.

Why Quartile

Quartile identified that the core issue was structural, not channel-specific. Over-reliance on Performance Max limited both control and insight into what was driving performance.

Through query-level analysis and channel contribution review, Quartile uncovered a clear opportunity: high-intent demand existed but was not being captured efficiently. The solution required repositioning Search as the primary conversion driver while refining Performance Max to support discovery and scale.

This approach ensured that each channel played a distinct and complementary role within a unified strategy.

The Solution

Quartile executed a full-funnel restructuring centered on Search activation.

A non-branded Search campaign was launched to capture high-intent queries across core product categories. This campaign quickly scaled and became a primary driver of revenue, improving both visibility and conversion efficiency.

Performance Max campaigns were restructured into segmented, product-specific initiatives. Each campaign leveraged tailored asset groups and audience signals, allowing budget to flow toward top-performing products with greater precision.

Bidding strategies were updated to prioritize conversion value, improving revenue quality while maintaining efficiency. At the same time, targeting refinements reduced wasted spend and improved engagement.

Channel allocation was rebalanced to align with user intent. Search captured lower-funnel demand, while Performance Max supported upper- and mid-funnel discovery. This coordination eliminated channel overlap and improved overall performance.

Results & Impact

The new structure delivered strong year-over-year growth and efficiency gains.

Ad sales increased by 59%, while ROAS improved by 19%, demonstrating more effective scaling. CPC decreased by 55%, and CTR increased by 108%, reflecting significantly improved targeting and ad relevance.

Traffic quality improved meaningfully, with clicks increasing by 199%. At the same time, average order value rose by 60%, indicating stronger conversion outcomes and higher-value purchases.

Search became a key growth driver, expanding from a minor contributor to generating the majority of ad sales. Efficiency within Search also improved significantly, reinforcing its role as the foundation of the account.

Even as investment increased, performance gains outpaced spend, resulting in a more efficient and scalable growth model.

Ongoing Value & Future State

The account now operates on a balanced, full-funnel foundation designed for continued growth. Search consistently captures high-intent demand, while Performance Max expands reach and drives incremental discovery.

Quartile continues to refine segmentation, bidding strategies, and audience signals to further improve performance. The new structure also enables faster testing and optimization, ensuring the brand remains competitive in a specialized and evolving market.