Scaling Subscription Revenue for Your Pet Nutrition Across Paid Social and Search
Your Pet Nutrition is a UK D2C brand selling vet formulated pet supplements including Canine Prime and Feline 40, competing against YuMOVE, Lily's Kitchen, and Pooch & Mutt in a 3.2 billion pound market. The challenge is acquiring subscription customers at sustainable LTV to CAC ratios after iOS 14.5 degraded attribution. We run commission-free acquisition across paid social, search, video, programmatic, and influencer with full creative production and hourly performance reporting.
A Vet Formulated Supplement Brand Acquired by Nordic Private Equity
Your Pet Nutrition was founded in 2024 by Karolis Skripka under Malaberg Ltd, operating from Sheffield before relocating through London to Surrey. The product range centres on Canine Prime and Feline 40, science-driven supplements co-developed and approved by London veterinarian Dr Michael Lazaris, delivering 40 essential nutrients through all-natural formulations designed for bioavailability that generic pet foods cannot match. The brand operates exclusively via D2C ecommerce with a subscription model built for repeat purchase and lifetime value.
In January 2025, Your Pet Nutrition was acquired by The Nutriment Company, a Germany-based group backed by Nordic private equity firm Axcel, joining a portfolio including Nutriment, DIBO, Barfgold, AniForte, and Natural Instinct. Clearwater Corporate Finance facilitated the deal at estimated 8 to 10x EBITDA multiples. The brand competes against YuMOVE's joint health subscriptions generating over 50 million pounds annually, Lily's Kitchen's organic range, Pooch & Mutt's breed-specific formulas, and marketplace distribution from Amazon and Pets at Home. The D2C model demands a 3:1 LTV to CAC ratio in a UK pet nutrition market growing at 5.8% CAGR. They engaged us to run commission-free acquisition across paid social, search, video, programmatic, and influencer with all creative produced by our team.
Three Tier Meta Campaigns Mapped to Pet Supplement Buyer Awareness
We structure Your Pet Nutrition's Meta campaigns into three tiers mapped to buyer awareness. Advantage+ Shopping campaigns prospect broadly within the 35 to 44 demographic that drives 55% of UK D2C pet spend. Mid-funnel ad sets retarget site visitors and quiz completers with vet endorsement creative featuring Dr Lazaris. Bottom-funnel campaigns hit cart abandoners with urgency messaging to recover the 15 to 20% abandonment rate common in premium pet D2C.
Budget allocation shifts weekly based on cost per subscription activation, not cost per purchase. Server-side conversion data via Meta's Conversions API ensures bid algorithms optimise toward repeat buyers rather than one-time bargain hunters.
A Monthly Creative Pipeline Built Around Dr Lazaris and Real Pet Outcomes
Our creative lab produces 15 to 20 new variants monthly across motion graphics, UGC persona ads, and static formats. The hook taxonomy centres on four themes: Dr Lazaris's 40-nutrient formulation, condition-specific benefits like joint health and digestion, subscription value versus single-purchase pricing, and before-and-after pet vitality narratives from real customers.
UGC performs strongest on TikTok and Instagram Reels, where pet content drives 3x conversion lift versus standard product imagery. We rotate winning hooks on a three-week fatigue cycle and recycle high-performing scripts into new format combinations rather than discarding underperformers outright.
Long Tail Search Campaigns Targeting Condition Specific Pet Health Queries
Google campaigns target the 20% year-on-year growth in condition-specific long-tail queries like 'best natural joint supplement for labs' and 'feline urinary health supplement UK'. We structure ad groups by condition cluster including joint health, digestion, immunity, and cognitive function, each with dedicated landing pages highlighting Dr Lazaris's formulation for that specific need.
Branded campaigns defend against competitor bidding from YuMOVE and Pooch & Mutt. Enhanced conversions feed subscription activation data back into Smart Bidding, giving the algorithm signal on which queries produce subscribers rather than one-time buyers, driving the 18% CPA reduction.
Feeding Subscription Data Into Bid Algorithms That Most Pet Brands Cannot
The technical foundation is a server-side tracking architecture built to recover signal lost after iOS 14.5 in a category where Meta and Google are the primary acquisition channels. We implemented Meta's Conversions API and Google's enhanced conversions to pass purchase, subscription activation, and repeat order events from Your Pet Nutrition's backend directly to bid algorithms, bypassing browser-based pixel limitations that plague most D2C pet brands.
Campaign structure on Meta splits into three tiers. Prospecting campaigns use Advantage+ Shopping with broad targeting, letting the algorithm find supplement buyers within the 35 to 44 demographic that drives 55% of UK D2C pet volume. Mid-funnel campaigns retarget site visitors and quiz completers with Dr Lazaris vet endorsement creative, which converts 22% higher than generic claims in our testing. Bottom-funnel campaigns target cart abandoners with urgency-driven limited stock messaging to address the 15 to 20% abandonment rate typical in premium pet D2C. On Google, we structure campaigns around high-growth long-tail queries like 'best natural joint supplement for labs' and 'feline urinary health supplement UK', capturing 20% year-on-year search intent growth in condition-specific terms.
Repeat Orders Up 23% as Rising Vet Costs Reshape Pet Supplementation
The engagement has delivered a 23% increase in repeat orders, an 18% reduction in search CPA, and over 7,000 new email subscribers feeding directly into Your Pet Nutrition's subscription conversion flows. The repeat order lift stems from optimising acquisition campaigns toward subscription sign-ups rather than one-time purchases, which means bid algorithms learn from higher-LTV customer profiles and compound that learning with every cohort.
We adapted the standard D2C playbook to a category where veterinary authority is the dominant trust signal. Rather than cycling through generic benefit hooks, we build every creative variant around Dr Lazaris's clinical endorsement, testing format and framing rather than message, a distinction most pet supplement advertisers miss. The UK market is entering a regulatory inflection. FSA novel food approvals for insect protein and CBD-infused formulations will create product categories that early movers can dominate in search and social. Rising vet costs averaging 250 pounds per visit are shifting 52% of owners toward at-home supplementation, expanding the addressable market. TNC's cross-sell potential into its Nutriment and Natural Instinct raw feeding base opens an acquisition channel we are already building campaigns around.
