How Best Shot Pet broke through a growth plateau by expanding paid coverage across its catalog without sacrificing efficiency.
Hero Metrics
- 2ร Monthly Revenue Growth
- ACOS peaked, then declined
- 82% YoY Sales Growth
Overview
Best Shot Pet is an established brand in the professional pet grooming industry, founded in 1990 and headquartered in Kentucky. The company manufactures professional-grade grooming products, including shampoos, conditioners, detanglers, body splashes, and disinfectants, used primarily by professional pet groomers across dogs, cats, and horses.
The Challenge
1. Growth Had Reached a Ceiling
Best Shot Petโs products performed well organically, but by early 2025, sales had stabilized. Organic momentum alone was no longer sufficient to drive meaningful month-over-month growth.
2. Advertising Had Been Dormant
Advertising had been fully paused throughout 2024. When ads were restarted in April 2025, the initial approach was intentionally cautious and limited to a small set of top-performing ASINs. While this produced efficient results, it constrained scale.
3. Supporting Operational Constraints
In parallel, two issues needed to be addressed to ensure paid growth could translate into real revenue:
- Inventory gaps, driven by inbound shipment delays, caused sporadic out-of-stock situations.
- Buy Box instability on select ASINs due to unauthorized third-party sellers.
While important, these were secondary to the primary challenge: the account was optimized for efficiency, not built for scale.
Objective
The objective was to move the account past its efficiency plateau by:
- Expanding demand beyond a narrow group of hero ASINs
- Increasing total account revenue in a controlled manner
- Allowing efficiency to improve after scale was established
Strategy & Execution
Phase 1: Restart Advertising and Establish a Baseline (AprilโMay 2025)
Advertising resumed in April with a focus on proven products. This phase was designed to:
- Rebuild performance history after a long pause
- Establish baseline metrics
- Validate demand before increasing exposure
Early results confirmed demand, but also showed diminishing returns when spend was concentrated on the same limited set of ASINs.
Phase 2: Expand the Advertised Catalog (June 2025 Onward)
Beginning in June, the strategy shifted from selective promotion to broader catalog coverage.
Additional products were introduced into paid campaigns, including:
- Conditioners
- Washes
- Whitening shampoos
This expansion improved discovery across higher-ASP and adjacent grooming categories and reduced reliance on a small number of top sellers.
Phase 3: Scale Spend, Then Optimize
As budgets were increased across the expanded catalog, efficiency declined temporarilyโan expected outcome during demand expansion. ACOS peaked during the initial scale phase, driven by higher exploratory and discovery-focused spend.
Rather than constraining budgets prematurely, optimization followed once sufficient data was collected:
- Search term harvesting to isolate converting queries
- Bid and budget reallocation away from exploratory traffic
- Increased emphasis on high-converting ASINs and keywords
Over the following months, performance normalized and then improved materially:
- ACOS declined by ~66% from its peak, compressing steadily month over month
- Return on ad spend more than doubled from early ramp-up levels
- Advertising-driven sales continued to scale even as efficiency improved
This demonstrated that the temporary efficiency dip was not a performance issue, but a necessary step in unlocking sustainable, profitable scale.
Operational Support
To ensure advertising-driven demand was not limited by fulfillment or buyability:
- Inventory recommendations for top-selling ASINs were increased from 8 weeks to 16 weeks of cover, reducing out-of-stock ASINs from approximately 30 to an average of 2โ3.
- Buy Box movement was monitored daily, enabling timely action against unauthorized third-party sellers.
These steps helped protect sales momentum as traffic and demand increased.
Results
Advertising Performance (AprilโOctober 2025)
- Advertising contribution increased by more than 5ร over the course of the engagement
- Spend scaled in a controlled manner alongside sales
- Efficiency improved materially following the expansion phase
- Click-through rates more than doubled, indicating stronger relevance as campaigns matured
Business Impact
- Monthly revenue run-rate increased by more than 2ร
- Growth sustained at a higher level rather than reverting
- Year-over-year performance showed:
- +82% increase in ordered product sales
- +69% increase in total order items
- +7.5% increase in average sales per order item
Key Takeaway
Best Shot Petโs growth did not come from tightening efficiency on a small group of winning products.
It came from:
- Expanding demand across the catalog
- Accepting temporary inefficiency during scale
- Optimizing once enough data existed to support smarter allocation
For brands already running efficiently, meaningful growth often requires building for scale first โ and letting efficiency follow.
Want similar results for your brand? Book a 1:1 growth call with SalesDuo today!
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About the Author
Ananya Goyal is a dynamic young professional with a flair for marketing and storytelling. With experience in business journalism and a sharp eye for strategy, sheโs passionate about turning insights into impact. When sheโs not working, Ananya loves exploring new places and getting lost in fictional worlds.
