Dogfriends
Introduction
Dogfriends is a Swedish e-commerce platform specializing in supplements and vitamins for dogs. With the help of an interactive health analysis, dog owners receive personalised product recommendations based on their dog’s specific needs. By combining e-commerce with expert guidance, Dogfriends offers a service that is both informative and purpose-driven. The target audience consists of dedicated dog owners in Sweden who care deeply about their dogs’ health and wellbeing.
Our collaboration with Dogfriends has continued to grow strongly into 2025. Together, we have built a dynamic and flexible structure where we continuously explore new ways to scale – in traffic, conversions, and market share.
Industry: E-commerce and digital consulting
Services: Google Ads (Search & Performance Max)
Results
Challenge
When Dogfriends approached us at Digital View Consulting in mid-2023, their Google Ads account was built on a relatively narrow strategy. The account was focused on a small set of niche keywords and campaigns, resulting in low reach and limited volumes.
Dogfriends was looking for a committed partner who not only understood their product and market, but who could also take initiative, identify new opportunities, and scale performance. The key goals were to:
- Increase traffic and conversions
- Identify additional “problem areas” to advertise around
- Maximise ROI and grow their market share
Solution
We took a holistic approach and implemented a broader, more scalable strategy. The process began by analysing what had previously worked — and how we could amplify it. From there, we:
- Identified new topic clusters (“problem areas”) related to dog health
- Consolidated campaign structures to gather more data and improve machine learning
- Implemented additional conversion points and ensured accurate tracking
- Ran continuous hypothesis-driven experiments to test and optimise performance
- Used a combination of Performance Max campaigns for broad reach
- And Search campaigns with high relevance for brand and product categories
Results
During the first year with the new strategy, we saw strong improvements across all key metrics:
- KPI Change 2023 vs 2024
- Clicks+229.3%
- Conversions+83.2%
- CTR+159.4%
- CPC–31.5%