3.9x ROAS and €146k Monthly Revenue for Pawsora

Overview

Pawsora is a direct-to-consumer premium pet products brand based in Amsterdam, selling pet food, treats, toys, beds, and accessories through Shopify with a strong subscription offering, at a €48 average order value. We started working with Pawsora in July 2024, when monthly revenue sat around €50,000 on €44,500 of average monthly ad spend, blended ROAS at 1.9x, and cost per order at €26. Today, monthly revenue has grown to €146,000, blended ROAS sits at 3.9x, cost per order is down to €15, and first-time buyer to subscription conversion has more than doubled, from 16% to 34%.

A trust-and-friction problem, not a demand problem

This wasn’t a demand problem. Pet parents clearly wanted to buy — the issue was trust and friction, with two distinct symptoms. Creative was either too generic or too cute to state an actual benefit, and the subscription path carried enough friction that most first-time buyers never converted into subscribers.

We treated this as a trust-and-friction problem, not a raw demand problem, and built the account around removing both.

Five phases, and the two months subscriptions took hold

This account is organized as a dated timeline rather than a channel-by-channel list.

Phase 1: Creative rebuilt around real pet moments

We rebuilt Meta and Google around real pet moments and clear problem/solution messaging, because the existing creative was either too generic or too cute to state an actual benefit. We simplified product pages and the subscription offer itself, and launched new email flows with pet-name personalization and replenishment reminders.

Phase 2: First Measurable Improvement

With the new creative and simplified subscription path live, blended ROAS rose from 1.9x to 2.6x and monthly revenue reached €72,000 to €78,000. Subscription conversion began improving for the first time since we’d taken over the account.

Phase 3: Acceleration

We fully replaced a very broad “pet owners” interest audience with tighter behavioral lookalikes, and creative testing matured alongside it. Revenue moved into the €95,000 to €110,000 range and ROAS crossed 3.2x.

December 2024 – January 2025

Unlike some accounts we’ve run, this isn’t a single dated month — it’s a two-month period, and we’re not going to force false precision onto it. Subscription conversion and replenishment email performance compounded at the same time creative freshness improved. Monthly revenue first crossed €130,000, and blended ROAS stabilized above 3.5x. From January 2025 onward, growth became more consistent and less volatile — a real structural change in the shape of the curve, not just a bigger number.

Phase 5: Mature Phase

The full system — creative, subscription path, personalized email — reached steady high performance, with strong repeat behavior and subscription share underneath it.

Two ROAS figures, kept distinct

Two ROAS figures describe “mature” performance in this account, and they’re not interchangeable. The account’s current blended ROAS is 3.9x — the number we headline throughout. Separately, Meta campaigns in mature periods consistently delivered 4.0x to 4.7x ROAS, a platform-specific figure we’re citing once, here, clearly labeled as Meta’s number, not the account’s.

Cost per order fell from €26 to €15, a 42% reduction. Site-wide conversion rate rose from 1.8% to 3.0%, up 67%. Subscription’s share of total revenue exactly doubled, from 19% to 38% — precise language matters here, since first-time buyer to subscription conversion (16%→34%) genuinely more than doubled, while repeat purchase rate (15%→28%) did not; at roughly 1.87x, it’s real progress just under that threshold.

Subscription starts more than doubled over the engagement as well, and subscribers showed significantly higher 90-day retention than one-time buyers, though neither of those claims comes with exact figures we can chart. We don’t think all of this came from the media program alone: the Dutch and broader EU pet products category has its own ongoing premiumization trend independent of any one brand’s media performance, and the engagement’s September–January window overlaps with the holiday gifting season — some of the lift plausibly reflects that calendar position, not media performance alone.

From a pet-focused ad to a retained subscriber

The path a Pawsora customer takes today is built around removing friction at every step, not just the first one.

Subscriptions, now over a third of revenue

What changed when creative stopped trying to be cute

Four workstreams ran across the engagement, summarized here and detailed in the table below.

Services delivered

Channel / Workstream	What We Did	Why It Mattered
Meta & Google Ads	Rebuilt around real pet moments and problem/solution messaging.	Replaced creative that was either too generic or too cute to state an actual benefit.
Creative Production	Personality-driven, benefit-clear creative: real pet moments plus practical benefits.	Balanced warmth with actual product information — the combination the old creative lacked.
CRO	Product page and subscription offer simplification.	Removed friction between a first purchase and a subscription.
Lifecycle Email	Personalized replenishment and pet-name personalization flows.	Built the repeat and subscription behavior the account depends on.

Pawsora against a typical DTC pet products / subscription account

Pawsora compared with a typical account

Metric	Typical DTC Pet Products / Subscription Account	Pawsora (Actual, EUR)
Meta ROAS	Pet products are among Meta's strongest-performing verticals, with Facebook Feed placements reaching roughly 4.7x ROAS, per MHI Growth Engine's 2026 Meta ecommerce benchmark report. 1	4.0x–4.7x on mature Meta campaigns (blended account ROAS: 3.9x, up from 1.9x)
Cost Per Order / CAC	DTC pet aggregate CAC runs $20–$45, median $23 — the lowest of any DTC vertical, per Foundry CRO's 2026 pet marketing benchmark report. 2	€15 blended cost per order, down from €26 (not a strictly like-for-like metric — see note below)

Subscription share doubled, and it’s still climbing

Blended ROAS moved from 1.9x to 3.9x. Monthly revenue grew from €50,000 to €146,000, up 192%. First-time buyer to subscription conversion more than doubled, from 16% to 34%. Cost per order fell from €26 to €15. None of this happened in a straight line, and we don’t think it happened from the media program in isolation.