Effective Advertising Techniques for Your Pet Training Business: Case Studies & Examples

The pet industry continues to thrive, with Americans spending $103.6 billion on their pets in 2020 alone. One aspect of this industry that is increasingly in demand is pet training services. According to the American Pet Products Association (APPA), pet owners spent $9.1 billion on training and behavior services in 2020. This is great news for your business if you’re a pet trainer. But with so many other trainers out there, how can you stand out from the competition? The answer is effective advertising.

In this article, we’ll explore the most effective advertising techniques for your pet training business and provide real-life case studies and examples to help you implement them successfully. Whether you’re just starting out or looking to grow your existing business, these techniques can help you attract more clients and boost your revenue.

Table of Contents:

1. The State of Pet Training Industry
2. Challenges Faced by the Pet Training Business
3. Advertising Techniques for Your Pet Training Business
   • Social Media Advertising
   • Google Advertising
   • Local Advertising
   • Website and SEO
4. Real-Life Case Studies and Examples
   • Case Study 1: From $0 to $200K: How We Helped Our Client Achieve Their ROAS Goals with Google and Bing Ads
   • Crushing Facebook Ads: Achieving a 202% ROAS
   • Case Study 2: Scaling Google Ads from $1K to $5K/day and Hitting ROAS Target
5. Frequently Asked Questions (FAQ)
6. Promote Your Pet Training Business Like a Pro: Take Action Today

The State of Pet Training Industry

The pet training industry has experienced significant growth in recent years, largely driven by increasing pet ownership and a growing focus on pet health and wellness. According to a report by Research and Markets, the U.S. pet training services market is expected to grow at a compound annual growth rate (CAGR) of 6.9% from 2021 to 2026, reaching a market size of $3.3 billion by the end of the forecast period.

The report highlights several factors driving this growth, including the increasing adoption of pets, the growing awareness of pet health and wellness, and the rise of positive reinforcement training techniques. While the pet training industry is experiencing strong growth, it’s also becoming increasingly competitive, with more businesses entering the market and seeking a share of the growing demand.

Source: researchandmarkets.com

Challenges Faced by the Pet Training Business

In today’s highly competitive market, pet training businesses must be strategic and innovative in their advertising and marketing initiatives to attract and retain customers. However, the pet training industry faces several challenges when it comes to promoting their business and standing out from the competition. Let’s explore some of the most common ones.

1. CompetitionThe pet training industry is highly competitive, with many businesses vying for the same customers. This competition can be particularly fierce in urban areas, where dozens of pet training businesses may compete for a limited pool of customers. To stand out from the competition, pet training businesses must develop a unique value proposition and promote this message through advertising and marketing initiatives.
2. Changing consumer behaviorConsumers are increasingly turning to digital channels to find and engage with businesses, and pet training businesses need to keep up with these changes to remain relevant. This means investing in online advertising, social media marketing, and other digital initiatives that can help businesses connect with customers where they are. In addition, businesses need to ensure that their online presence is up-to-date, easy to use, and mobile-friendly to attract and retain customers.
3. Difficulty measuring ROIMeasuring the ROI of advertising and marketing initiatives can be difficult for pet training businesses, particularly those that operate on a small scale. To overcome this challenge, businesses need to track and analyze key metrics, such as website traffic, social media engagement, and lead generation, to determine the effectiveness of their advertising initiatives. Working with an experienced advertising agency can also help businesses develop a more targeted and effective advertising strategy that delivers measurable results.
4. Lack of awarenessMany consumers aren’t aware of the services offered by pet training businesses, which can make it difficult for businesses to attract new customers. To overcome this challenge, businesses must develop a comprehensive advertising strategy that includes a mix of online and offline initiatives. For example, businesses can invest in Google ads services to reach customers actively searching for pet training services, participate in local events and pet shows to raise awareness of their brand, and leverage social media to engage with potential customers and build a community around them through their services.

Advertising Techniques for Your Pet Training Business

Social Media Advertising

1. Facebook AdsFacebook Ads is a powerful advertising tool allowing you to target pet owners based on location, interests, and behaviors. Here’re some examples of how you can use Facebook Ads to promote your pet training business:
   • • Create a Lookalike audienceYou can use Facebook’s Lookalike audience feature to target users similar to your existing customers. Simply upload your customer data, and Facebook will find similar users in terms of demographics, interests, and behaviors.

    

   • • Use video adsVideo ads can be a highly effective way to showcase your pet training services. Consider creating short videos demonstrating your training methods or showcasing happy dogs who have completed your training program.

    

   • Run a lead generation campaignWith a lead generation campaign, you can collect contact information from potential customers who are interested in your services. This can help you build your email list and follow up with these leads later.
2. Instagram Ads Instagram is a highly visual platform that’s great for showcasing your pet training services. Here’re some examples of how you can use Instagram ads to promote your pet training business:
   • • Use high-quality imagesInstagram is all about beautiful images, so ensure your photos are high-quality and visually appealing. Consider hiring a professional photographer to take pictures of your training sessions or happy dogs who have completed your program.

    

   • • Use Instagram storiesInstagram stories are a popular feature that allows you to share short-lived content with your followers. Consider using Stories to share behind-the-scenes glimpses of your training sessions or to showcase your happy customers.

    

   • Run a traffic campaignWith a traffic campaign, you can drive users to your website or landing page. Consider creating a landing page that’s specifically designed to convert Instagram users into customers.
3. Twitter AdsTwitter is a great platform for reaching pet owners actively seeking information about pet training and behavior. Here’re some examples of how you can use Twitter Ads to promote your pet training business:
   • • Use hashtagsHashtags are a great way to get your tweets seen by users who are interested in pet training and behavior. Consider using popular hashtags like #pettraining or #dogtraining to get more exposure.

    

   • • Run a promoted tweet campaignWith a promoted tweet campaign, you can ensure that your tweets are seen by users who are interested in pet training and behavior. Consider promoting tweets that showcase your training methods or happy customers.

    

   • Use retargetingRetargeting allows you to show ads to users who have previously visited your website or engaged with your tweets. Consider using retargeting techniques to show ads to users interested in pet training or behavior.

Google Advertising

1. Google AdsGoogle Ads allows you to create ads that appear at the top of search engine results pages (SERPs) when people search for keywords related to pet training or behavior.
   • • Use keyword researchConduct keyword research to find out what pet owners are searching for when they’re looking for pet training services. Use these keywords in your ads to ensure that your ads are seen by users who are interested in your services.

    

   • • Use ad extensionsAd extensions are additional pieces of information that can be included in your ads, such as your phone number or website URL. Consider using ad extensions to make it easier for users to contact you or visit your website.

    

   • Use location targetingLocation targeting allows you to show your ads to users who are located in your local area. Consider using location targeting to ensure that your ads are seen by users who are most likely to use your services.
2. Google My BusinessGoogle My Business is a free tool that allows you to manage your online presence across Google, including Google Maps.
   • • Claim your listingFirst, claim your Google My Business listing and ensure all your information is accurate and up-to-date. This includes your business name, address, phone number, and website URL.

    

   • • Add photos and videosAdding photos and videos to your Google My Business listing can help showcase your pet training services and make your business stand out. Consider adding photos of your training facility or happy dogs who have completed your program.

    

   • Respond to reviewsReviews are a powerful way to attract new customers to your business. Make sure to respond to all positive and negative reviews professionally and courteously.
3. Local AdvertisingLocal advertising can be a highly effective way to promote your pet training business, particularly if you’re targeting pet owners in your local area.
   • • Flyers and PostersPrint flyers and posters and distribute them in pet stores, veterinary clinics, and other pet-related businesses in your area. Make sure your flyers and posters are eye-catching and include a clear call-to-action.

    

   • • Local SponsorshipConsider sponsoring a local pet-related event or charity. This can help you build relationships with other businesses and pet owners in your area and generate positive publicity for your business.

    

   • Collaborations with Pet-Related BusinessesPartner with other pet-related businesses, such as pet stores or grooming salons, to offer joint promotions or discounts. For example, you could discount pet grooming services to customers who sign up for your training program.

Website and SEO

A well-designed website can be a powerful marketing tool for your pet training business. Here’re some tactics to promote your business through your website:

• • Showcase your servicesMake sure your website clearly explains your pet training services and what sets them apart from the competition. Consider including testimonials from happy customers and photos or videos of your training sessions.

• • Use search engine optimization (SEO)SEO is the process of optimizing your website to rank higher in search engine results pages (SERPs). Conduct keyword research to find out what pet owners are searching for when they’re looking for pet training services, and use these keywords throughout your website to improve your search engine rankings.

• Make it easy to contact youMake sure your contact information is prominently displayed on your website, and consider including a contact form to make it easy for customers to get in touch with you.

Real-Life Case Studies and Examples

We’ve been working with these two clients for over 3 years. First, they asked us to do an audit of the account. We completed the audit and listed a number of suggestions to help them improve the performance. Then, we implemented it, and it worked very well. As a result, we became full managers of the account. In 2021, they started a new project on dog training, and we worked on setting up a Google Ads account, tracking for the new site.

Case Study 1: From $0 to $200K: How We Helped Our Client Achieve Their ROAS Goals with Google and Bing Ads

Our client came to us with a challenge: they needed to increase their revenue by driving more traffic to their website and improve their return on advertising spend (ROAS). They had no existing Google Ads or Bing Ads accounts, and they needed us to set them up from scratch. In addition, they wanted us to manage their Facebook account to complement their online advertising efforts.

Solution

Our team took on the challenge and got to work. We first conducted a thorough audit of their website and identified several areas where we could improve their site’s user experience and conversion rate. Next, we started with search campaigns from scratch based on our experience working with their account and following best practices. We also launched video campaigns, testing different video creatives to see what resonated with their target audience. Additionally, we focused on Discovery campaigns as it showed better performance for the client than Display campaigns.

Technology stack

To achieve our goals, we used a variety of tools and platforms. We relied on:

• Google Ads and Bing Ads for acquisition
• Meta Ads for acquisition and retargeting
• Google Analytics for data analysis
• Google Looker Studio for data visualization
• Google Tag Manager for tracking setup

Results

Our efforts paid off in a big way. We were able to scale the client’s Google Ads account from zero to $200K in spend and achieve the ROAS target set by the client. Our client was thrilled with the results and renewed our contract to continue managing their online advertising efforts.

Crushing Facebook Ads: Achieving a 202% ROAS

In January 2023, after witnessing our progress in improving and developing Google Ads, our client challenged us to achieve the same success with their Facebook Ads account. Despite them having already managed the account for 1.5 years, we were tasked with achieving two goals:

1. To make it work in a short time (just one month) and to exceed our own client’s expectations
2. To increase net revenue while maintaining a high ROAS

We’re eager to take on the challenge. Though it may have seemed like a difficult feat, we’re always up for ambitious projects.

Solution

First, we oversaw the client’s approach to running Facebook Ads. We understood that we need to take the best from it, and then improve on everything that could be improved:

• • AudiencesIt was obvious that we had to compete for the same people: if we take a cold audience, then they were middle-aged to elderly men and women interested in dog training, different lookalike audiences based on past purchasers, Facebook and Instagram engagers, video viewers etc. – all from the United States and Canada. We decided that our main strength would be not in audiences, but in ads.

• • AdsGiven the short notice for this project, we decided to launch a campaign using the best-performing ads from the client’s account while simultaneously creating new ads. We also produced more content similar to the most effective ads to ensure that we had a wide range of options to choose from.

• • CreativesDuring the creative process, we produced more content similar to the most effective. We had a separate test campaign, where we uploaded all concepts, sticking to the Spartan method: only the strongest ads were added to the main campaigns.Once we found a new top-performing creative, we started tweaking it to make it even better. Improving Facebook creatives is almost a never-ending process, you can always improve something or at least get inspiration for a new concept.

• • Ad copyThis process almost duplicates the principle that we applied when producing creatives. We used CTR and link CTR (as well as likes, comments, and number of leads) to analyze what type of text people interact more actively and eagerly. This helped us to work out more similar ad copies that have higher CTRs, collect tons of likes and comments, and generate leads like crazy.

• ResultsIn the first 30 days, we turned off all the client’s ads because we had enough self-produced ads that were delivering better results (and continue to do so now).

Technology stack

We utilized a variety of powerful tools to ensure the success of our Facebook Ads campaign.

• Facebook Ads manager: Our main tool used to generate leads and sales, test new concepts
• Adobe Photoshop, Figma: Our designer’s ultimate weapon that spawned over 200 creatives
• ChatGPT: An indispensable tool for many advertisers and media buyers in 2023. Not only does it provide fresh and bold copy ideas, but it can also create a strong script for creatives. But be attentive, this tool isn’t perfect and can make 30% of what you ask, and the rest is your own skills and understanding of how the final “product” should look.
• Looker Studio: An advanced cloud-based analytics platform that provides an intuitive, easy-to-use interface for creating powerful data visualizations and reports and helps identify trends, opportunities, and insights in the data.

Our client uses their own backend system to analyze the results, which doesn’t correlate with Facebook Ads numbers. It means that what works great on the platform (Facebook Ads) turns out to be very weak on the backend.

What we did was connect their source to Looker Studio, create convenient dashboards and start monitoring the performance of our campaigns, ad sets and ads based on the information the client sees, not what Facebook tells us.

Without it, we might have made a lot of bad decisions, scaling ad sets and pushing ads that actually worked worse, and eventually failed the challenge.

Results

Our journey started on January 13th, and to showcase our progress, let’s split our results by month:

1. 1. January: A tough but decent startWith only 19 days to work with, we aimed to show significant growth. We ended the month with a backend ROAS of 139% (compared to Facebook Ads’ 157%, which we couldn’t fully trust), while the client achieved 199% ROAS. Although we didn’t blow up sales as quickly as we hoped, the metrics told us that success was within reach.
   2. February: Changing the strategy and winning the raceThe first 18 days of February were a bit challenging, and we tried various tactics to improve our results. Despite our best efforts, we didn’t see the desired outcome. But we didn’t let that discourage us, instead, we regrouped and decided to change our approach. We launched new campaigns with a fresh setup, and to our delight, our performance skyrocketed. Although our start prevented us from achieving our monthly goals, we remained optimistic that we could build on our success in March.

1. March: Time to show the resultsMarch was our most active month in terms of ads tested. We found new winning ads that helped us increase our spend from $1,000 to $3,500 per day while achieving the ROAS target. We finished the month with our small personal best of a backend ROAS of 202%. Currently, we’re aiming to increase our spend while maintaining the high target ROAS.

Case Study 2: Scaling Google Ads from $1K to $5K/day and Hitting ROAS Target

The client initially approached us for an audit and recommendations to improve their advertising performance. We implemented our suggested improvements, which not only led to performance gains but also resulted in the client asking us to manage their Google Ads, Bing Ads, and Facebook Ads accounts.

Solution

• • Search campaignsWe started by focusing on improving the quality scores of keywords and ad strength. We switched campaigns to automated bidding strategies, excluded low-performing search terms, expanded the pool of keywords, and turned off underperforming keywords. Additionally, we updated ad extensions to improve CTR.

• Display campaignsTo maximize the ad spend on the best-performing placements, we excluded low-performing placements and created responsive display ads to expand the reach. We tested various ad creatives and expanded the number of targeting methods to improve the campaign’s overall performance.

Technology stack

To effectively manage and optimize our client’s advertising campaigns, we utilized a range of tools and platforms. These technologies allowed us to analyze performance, implement changes, and monitor results. We used:

• Google, Bing, and Meta Ads for acquisition
• Google Analytics for data analysis
• Google Looker Studio for data visualization
• Google Tag Manager for tracking setup

Results

Our strategies resulted in a significant increase in the Google Ads account’s daily spend, from $1K to $5K, while maintaining the client’s target ROAS. The improved performance led to increased revenue for the client, making our partnership a success.

FAQ

1. What is the best advertising technique for a pet training business?The best advertising technique for a pet training business depends on several factors, including your target audience, budget, and marketing goals. Social media advertising, Google advertising, local advertising, word-of-mouth advertising, and website and SEO are all effective techniques that can help you promote your business.
2. How can social media advertising benefit my pet training business?Social media advertising can be highly effective at targeting pet owners who are interested in pet training and behavior. With platforms like Facebook, Instagram, and Twitter, you can create highly targeted ads that reach users based on their location, interests, and behaviors.
3. Why is local advertising important for a pet training business?Local advertising can effectively target pet owners in your local area. By distributing flyers and posters or partnering with other pet-related businesses, you can generate interest in your services and attract new customers who are located nearby.
4. How can I build an effective website for my pet training business?To build an effective website for your pet training business, make sure to showcase your services, use search engine optimization (SEO) to improve your search engine rankings, and make it easy for customers to contact you. Consider including customer testimonials and photos or videos of your training sessions to make your website more engaging and informative.

Promote Your Pet Training Business Like a Pro: Take Action Today

In today’s competitive pet training industry, it’s essential to have a strong advertising strategy to stand out from the crowd. We understand pet training businesses’ unique challenges and can help you develop an advertising plan that meets your specific needs and goals. Whether you’re looking to attract new customers, increase your revenue, or build your brand, our team of experts can help. Contact us today to learn more about our advertising solutions and take your business to the next level.