How a cat furniture brand grew yearly revenue by over 30%
Google Ads, SEO and email marketing for a European cat furniture brand, led in-house by ZFG co-founder Harrie van de Sande.
Whose work this is
Harrie van de Sande, co-founder of Zero Filter Growth, led this in-house as the brand’s SEO and marketing strategist. We don’t name the brand here. It’s the same process we run at ZFG.
The client
A European brand that sells cat furniture online: scratching posts, cat walls and the like. It sells in the Netherlands, Germany, France and Belgium, and was starting to sell to businesses too.
Their buyers are cat owners who want furniture that works for the cat and looks good in the house. The brand stands out on materials, design and cat welfare. That gave the marketing something real to say in every ad, page and email.
The starting point
Before changing anything, Harrie spent time with the wider team to understand the company’s own strategy. The aim was to combine what the team knew about its customers with what the data showed, and find the gaps between the two.
What he did
1. Measure first
He picked the audience and the metrics that mattered, then pulled the data together: buying behavior, purchase history, order values and every marketing channel’s numbers.
2. Find the opportunities
Four stood out:
- Google Ads could do far more with better bidding, targeting and structure, plus new campaigns.
- The website’s conversion rate and user experience had easy wins.
- There was no email automation.
- Seasonal demand wasn’t being used.
3. Do the work
Google Ads. Keyword research showed searches the brand wasn’t showing up for. New, focused campaigns filled those gaps and brought quick growth. Performance Max was added, with seasonal pushes in selected campaigns and tighter landing pages and ad copy across the account.
SEO. The existing SEO work was solid but left opportunities on the table. Page speed improved with the developers, a full site audit covered crawl, broken links and structure, and the money pages got more and better content. Outreach brought in new links and a healthier link profile.
Email. Campaigns built loyalty with existing customers: product launches, reviews, offers and seasonal moments, each sent to the right segment.
4. Watch and improve
One dashboard brought Google Ads, SEO, seasonal campaign data and more into a single view, so decisions came from the same numbers every week.
The numbers, and what they cover
- Yearly revenue for the brand grew by more than 30%.
- Conversions, clicks and conversion rate are Google Ads figures only: conversions up 175% on 104% more clicks, so the extra traffic converted better, not worse.
This case study was first published in January 2024. The figures are shown as published then, with revenue rounded down. We no longer have the original reports, so we can’t give the exact comparison period.
What it took
Results like these aren’t automatic. They came from understanding the business and the market in detail, then doing the unglamorous work in every channel at once. The process is repeatable. The shortcuts aren’t.
Want the same process on your numbers?
Tell us what you sell and the one number you want to move. You’ll get a straight answer on whether we can help, even if the answer is no.