Catry & Petpals

Catry & Petpals sees a 527% increase in ad revenue and reduces ACoS by over 63% within just 3 months

Discover how petcare brands Catry (parent) and PetPals revised their campaign structure, eliminated inefficiencies, and accelerated sales across their respective Amazon accounts, and in what ways SellerApp’s agency service made it happen for them.

Catry & PetPals ad growth with SellerApp

Summary

Catry is a seasoned Amazon brand in the pet supplies category, which is also the parent brand to PetPals. Both brands are best known for their flagship line of cat trees, with all the variations having 4+ ratings on the Amazon marketplace.

After eight years of selling experience, Catry had the product-market fit, but severely lacked the advertising precision needed to scale.

Juggling thousands of campaigns, multiple brands under one account, and inconsistent manual optimization had led to skyrocketing ACoS, poor visibility, and a plateau in total sales.

By partnering with SellerApp, Catry & Petpals (both using one Amazon Campaign manager account) experienced a dramatic 527% increase in ad revenue and a massive drop in ACoS from 67.66% to just 24.97%, all within 3 months.

+527%

Increase in Ad Revenue

–63%

Reduction in ACoS

+230%

Increase in Impressions

The Challenges

Despite nearly a decade of selling on Amazon, Catry & Petpals found themselves facing a familiar but frustrating wall: their advertising was running, but it wasn’t really working.

The lack of insight behind budget allocation for the PPC campaigns bled them out of ad budget without any noticeable results. ACoS frequently hovered above 67%, and despite constant manual tweaks, performance refused to stabilize. Each optimization felt like guesswork.

Behind the scenes, the issues ran deeper than just high costs.

Campaigns were cluttered, plus it lacked proper direction. Parent brand Catry’s keyword targeting strategy was either too broad or significantly deviated from the buyer’s intent, ultimately affecting the overall campaign efficiency and losing them sales opportunities.

Keyword strategy was practically non-existent. Bids were placed haphazardly, sometimes bidding aggressively on low-cost keywords and overlooking high-converting long-tails altogether.

Campaigns were often paused whenever inventory dipped, which tanked organic rank and crippled momentum. Top-performing search terms remained unidentified. ROAS was impossible to track across two brands and dozens of overlapping campaigns.

In short, the business was stuck in a cycle of wasted spend, limited visibility, and reactive decision-making, desperately needing a smarter, scalable way to advertise.

The Solution: SellerApp’s Strategic Advertising Overhaul

When Catry & Petpals partnered with SellerApp, our experts prioritized giving them clarity before jump-starting the optimization process. The SellerApp Amazon Advertising team conducted a rigorous audit of the brand’s ad account, dissecting every campaign, search term, and budget allocation down to the ASIN level.

Here’s what SellerApp changed, and why it mattered:

Product Segmentation by Intent & Positioning

One of the biggest pitfalls of parent brand Catry’s prior strategy was campaign clutter that grouped cat trees and toys together in the same campaigns.

SellerApp ad experts strategically segmented products by type, buyer intent, and profit margin, enabling precise keyword targeting and clearer attribution of performance at the ASIN level. This led to smarter bidding.

Diversified Ad Format Strategy: SP, SB & Defensive Loops

To maximize visibility and brand protection, SellerApp restructured the Sponsored Products and Sponsored Brands campaigns with full-funnel coverage.

Additionally, Defensive Brand Loop campaigns were introduced to safeguard branded search terms and retain traffic within the Catry & Petpals ecosystem.

By strategically cross-promoting products across both in-house brands, SellerApp ensured that branded traffic stayed internal, effectively preventing competitors from hijacking high-intent searches. It’s a common leakage point in mid-market ad funnels.

Rather than letting the brands compete destructively, the loop subtly reinforced visibility for both Catry and Petpals, maximizing real estate while strengthening brand dominance across Amazon’s search results.

High-Precision Negative Targeting at the Auto-Campaign Level

SellerApp implemented layered negative targeting, filtering out non-performing search terms at both the keyword and ASIN level to eliminate wasted impressions and irrelevant clicks.

By blocking traffic that didn’t convert, they not only reduced inefficient ad spend but also trained Amazon’s algorithm to focus on higher-quality signals, which in turn boosted the relevance and performance of future ad placements.

Conversion Keyword Extraction via Cross-Source Analysis

Our experts understand the drill. They identified high-intent, converting keywords by cross-referencing search term data and Brand Analytics impression share. These keywords were prioritized across manual campaigns to maintain ad rank and support organic lift.

Custom Reporting for Full-Funnel Visibility

SellerApp created tailored reports to track real-time TACoS movements and organic ranking shifts. This helped team Catry to understand how paid efforts were influencing broader brand visibility and not just ROAS in isolation. This ensured they were getting maximum impact for every dollar spent on advertising.

How Catry Clawed Back Control Over Conversion?

In just one month, SellerApp’s expert-led strategy started transforming Catry & Petpals’ Amazon advertising performance.

Their cumulative ad revenue surged from $5,201.92 to $32,629, representing a 6X increase in PPC sales, without increasing ad waste. At the same time, the ACoS plummeted from 67.66% to just 24.97% within 90 days.

On a broader level, total sales skyrocketed from $24,438.48 to $91,099, showing that the improvements in paid ads were also lifting organic performance. It is a direct reflection of better targeting, improved visibility, and sustained campaign presence. This was further validated by a drop in TACoS from 14.40% to 8.94%, meaning the brand was spending less on ads to earn more overall revenue.

Conversion rates nearly doubled, going from 2.18% to 3.93%, proving that the refined targeting and optimized product listings were bringing in more qualified shoppers who were ready to buy. In addition, impressions more than tripled. It went from under 400K to nearly 1.32 million, indicating stronger ad visibility and share of shelf.

In short, SellerApp didn’t just cut waste and improve ROAS, it helped Catry & Petpals gain profitable scale, recover brand momentum, and set the stage for sustainable growth.

Catry & PetPals campaign results with SellerApp

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