Case study / Grow
44% more new customers, while holding CAC stable
As the account scaled, click-through more than doubled and the click got cheaper.
BARFER'S had the demand. We rebuilt the paid-search account from the structure up, on data we could trust, and in one year it brought 44% more new customers at a stable cost.
Working with S/R changed how we think about our paid account. We look at it beyond the budgets and steering, making sure we have correct and insightful data to achieve efficient results. The focus on new customers and measurement quality gave us a foundation we can continue to build on.
Mia-Malaika LangeHead of Marketing, BARFER'SOn this page
BARFER'S is a serious brand. Raw food for dogs and cats, shipped frozen across Germany and Austria, DLG-certified, more than twenty thousand customers since 2011, all built on one idea: get each animal the food that actually suits it. The product was right and the demand was there. The paid-search account had room to catch up.
We found more than thirty-five thousand keywords, new and returning customers counted as one number, and no tiered shopping feed, so the algorithm could not tell a full menu from a supplement. The measurement needed work too: mislabeled traffic was overstating sessions by roughly three times, so the reports read better than the account was performing.
Most accounts in that state get tuned around the edges. We rebuilt this one from the structure up and fixed the measurement first, so the bidding finally had clean data to optimize against.
Most agencies optimize the bidding. We fixed the data underneath it first, and the rest followed.
+44%
New customers from paid, stable CAC
×2.4
Click-through rate
-17%
Cost per click
35k→<300
Keywords, rebuilt to the ones that perform
Figures are like for like year over year, mid-December to mid-June (2025/26 versus 2024/25), seasonally adjusted and net, from the client's analytics (Klar). New-customer figures are paid search only, the channels SANE/REBELS runs (Google and Bing); they do not include organic or email. Click-through and cost per click are ad-account data across Google and Bing. We publish the relative changes, not the underlying revenue or spend.
Step 01
What we rebuilt
We cut more than thirty-five thousand keywords down to under three hundred that perform, and split new customers from returning ones so the budget could chase growth rather than re-buy customers we already had. We built a tiered shopping feed that tells the platform what each product is worth, and moved the bidding onto an algorithmic setup running on data we could trust.
The same structure now runs on Google and, since the start of 2026, on Bing.
Step 02
Let the data be the source of truth
Before any of that could pay off, the measurement had to be right. Mislabeled traffic was overstating sessions by about three times, which made the reports unreliable. We traced it, corrected it with the client's analytics provider, then replaced the static weekly report with a live dashboard. After the fix the account matched reality, and the optimization finally had a true signal to work against.
Result
What changed
Like for like against the year before, paid search brought 44% more new customers, won at a cost that barely moved. The gains came from the channels we run, Google and Bing.
Here is the part that usually does not happen. The account scaled and got cheaper at the same time. Click-through more than doubled, to 2.4 times the old rate, and the cost of a click dropped 17% across Google and Bing.
Step 03
What we'll build on this foundation
Acquisition is healthy, so the next gains come from moving up the funnel. With the data foundation in place, we are launching demand generation to open new reach. From there, conversion is the next lever, the landing pages and what happens after the click. The structure is in place. Now it compounds.
Insight
What the growth is for
None of this is growth for its own sake. A year inside this account taught us a lot about why raw feeding is the right choice for most pets, and what it does for their health along the way: more energy, a better coat, easier digestion. That is what the numbers are really about. Every new customer is another animal eating the way it should.
BARFER'S exists to get the right food in front of the right animal. The account's job is to find more of them and win them at a cost that holds, so the care the brand puts into each bowl is the care we try to put into the media.