Royal Canin Lowers CPA by 70% with Demand Gen and Performance Max Integration

Royal Canin, a global leader in tailored pet nutrition, offers precise solutions based on breed, age, size, and lifestyle. In France’s competitive CPG and retail market, the brand aimed to strengthen its digital marketing to boost online sales, engaged traffic, and conversion rates while ensuring cost efficiency.

Beyond immediate results, Royal Canin sought to build long-term customer relationships, such as converting one-time buyers into subscribers.

This required a data-driven approach to evaluate whether combining different campaign types could deliver incremental reach, profitability, and sustainable business growth.

Royal Canin partnered with us to design a data-driven strategy, integrating Google Ads’ Performance Max and Demand Gen campaigns to boost incremental reach, cost efficiency, and long-term customer growth. 

The integration of Demand Gen and Performance Max campaigns delivered outstanding results for Royal Canin, far exceeding benchmarks.

Demand Gen achieved 98% unique reach, expanding the audience base with minimal overlap (2–3%), while overlapping users saw a 2.7x higher conversion rate and 1.6x greater value per user.

Compared to standalone Demand Gen campaigns, there was 70% lower CPA for single purchasers and 60% lower CPA for subscribers.

This synergy improved retention, repeat purchases, and subscriber growth, with a 2.5x higher subscriber conversion rate. Balanced ad frequency (5–8) for overlapping users reinforced brand messaging without oversaturation.  

“Combining Demand Gen and Performance Max allowed us to not only significantly increase our reach but also improve our profitability while generating sustainable demand in the long run.” Bénédicte Marié, Global Media Director, Royal Canin