Scaling e-commerce pet products: how ZooComplex achieved 5x revenue with G-MOS automation

For large e-commerce projects in the pet products niche, the main challenge is not just launching Google Ads campaigns, but managing thousands of SKUs in a highly competitive environment. In this case study, we explore how the G-MOS platform helped automate search PPC campaigns and identify Zombie SKUs for ZooComplex, resulting in increased revenue and profitability.

Client: ZooComplex

ZooComplex is a major online retailer of pet products. Its catalog includes thousands of SKUs, from pet food to veterinary supplies, with prices and availability changing daily.

Objectives

• Increase PPC channel revenue 5x.

• Double the return on ad spend (ROAS).

• Automate the launch and maintenance of Google Ads campaigns to keep ads up to date.

Challenge: Scaling in a highly competitive market

The pet products market is one of the most competitive segments in e-commerce. ZooComplex faced a critical issue: the traditional Google Ads structure (campaigns divided by pet type and product categories) had reached its limits. Campaigns were stagnating, not reflecting real product profitability or inventory changes.

Paid advertising is a key growth driver in this niche: it builds brand awareness and ensures a stable revenue increase. However, success depends heavily on precise campaign management. At the project’s start, ZooComplex’s Google Ads account faced typical large-retail challenges:

• Structural limitations: The classic campaign setup could not scale profitably.

• Management complexity: Thousands of SKUs with constantly changing prices and stock required automation, as manual optimization was no longer effective.

• Profitability: The client’s goal was not just to drive traffic, but to significantly increase revenue while maintaining or improving ROAS.

Solution

1. Strategic Restructuring

When the ZooComplex project was transferred to the management of the marketing agency Promodo, a team of specialists conducted a deep audit of existing campaigns. Relying on their own high expertise in the e-commerce niche, the agency's experts realized that classic optimization methods would no longer provide multiple growth. It became obvious: to significantly increase sales in such a large project, it was necessary to implement automation with the G-MOS platform.

The PPC team implemented a new structure based on brand and product priority, focusing on items with the highest sales potential. Some categories were merged to use the budget more efficiently. Brand search campaigns were launched to protect traffic from competitors. In addition, Demand Gen campaigns and broad-match search campaigns were implemented to stimulate demand and attract new audiences. This laid a strong foundation for scaling automation.

2. Identifying Zombie SKUs with G-MOS

G-MOS includes an automatic product labeling feature that helps identify and manage SKUs based on real campaign performance.

In large catalogs, Google Ads algorithms often focus only on bestsellers, ignoring the rest. Zombie SKUs are products in stock with potential demand that do not receive impressions or clicks, effectively “freezing” potential revenue. G-MOS automatically highlights these products, turning passive inventory into active revenue-generating assets and saving the team dozens of hours of manual analysis.

Zombie SKUs were divided into two categories:

• Products are inefficiently consuming the budget

• Ads are deprioritized and receive few clicks

This approach allowed budget scaling and increased total account revenue by 20%.

3. Automation with G-MOS

To scale the Google Ads account, additional search campaigns were launched to improve ad relevance and efficiency. Integration with G-MOS enabled real-time synchronization between the ads and the product catalog.

• Campaign creation and updates: G-MOS automatically generated campaigns, keywords, and ad texts based on feed data.

• Maintaining accuracy: Auto-update features ensured campaigns reflected current prices and stock, so budgets were spent only on available products.

• Effective scaling: G-MOS allowed rapid expansion of priority categories and more precise handling of commercial queries.

As a result, the project attracted more high-quality traffic, significantly improving the performance of ZooComplex search campaigns.

Results

Using G-MOS, ZooComplex achieved impressive outcomes across all key metrics:

• Reduced manual effort: Automation eliminated the need for the PPC team to manage thousands of SKUs manually, saving dozens of hours.

• Increased transactions and revenue: Auto-launching available products and pausing out-of-stock items, along with automatic inclusion of new SKUs with current prices, led to 5x revenue growth.

• Higher profitability (ROAS): Product tagging and bid management based on real performance allowed focusing the budget on the most profitable items, doubling ROAS.

• Full catalog coverage and Zombie SKU activation: Previously inactive products were added to campaigns, generating an additional 20% revenue.

• 100% ad relevance: Users always saw accurate prices and stock thanks to real-time feed synchronization.