CASE STUDY: DOG ROCKS
Dog Rocks is the original 100% natural solution to pet pee burn on grass. Multi-award-winning and trusted by over a million pet owners worldwide, the brand's simple promise has earned it a loyal following. With over two million packs sold and stockists including Pets at Home, Petco and Chewy, Dog Rocks is a well-loved brand with serious DTC ambitions.
"I have worked with Nutshell from the start of our transition from B2B to B2C and they have been amazing. It was really important for me to have regular and organised reporting and this they have provided. They go above and beyond on every level and I can't recommend them highly enough."
Carina Evans, CEO
THE CHALLENGE
When Dog Rocks came to Nutshell at the start of 2025, the paid media picture was stark and tracking was incomplete, meaning the brand had no reliable data on what was actually working. With a seasonal sales window to capitalise on in the UK, limited time to bed campaigns in, and an untested US market to crack simultaneously, there was a lot of ground to cover fast.
The starting point wasn't just underperforming ads. It was a lack of the foundations that make ads work: clear conversion tracking, product pages built to convert, and creative that spoke to the right audience with the right message.
Our remit was to build from the ground up, which meant fixing the infrastructure, establishing what worked, and turning a flat paid media channel into a genuine growth engine for the business across two territories.
CONVERSION RATE OPTIMISATION
Running paid traffic to a page that isn't built to convert is one of the most common, and expensive, mistakes in DTC. With Dog Rocks' average order value sitting around £22, the margin for waste was slim. Even a small gap in conversion rate meant the cost per purchase climbed above what the numbers could sustain.
Before scaling spend, we briefed the web developer to overhaul the landing pages for both the UK and US markets. Above-the-fold content was tightened, product titles simplified, and subscription pricing made clearer and more compelling. Bulleted callouts, an expanded media gallery, a FAQ section, and trust signals - customer video reviews, testimonials, and vet endorsements - were all added to remove the friction and doubt that kills purchase intent at the final moment.
The results were immediate. Conversion rate improvements directly reduced cost per purchase and improved ROAS across both channels, meaning the same ad spend went further.
Getting ads profitable isn't just a media buying problem. It's a full-funnel one, and the landing page is where most of the money is either made or lost.
WHAT THE CLIENT SAID
“Sophie and Julie are clearly knowledgeable, across the fast and ever evolving landscapes we deal with (Meta and Google) and ahead of the curve in terms of how to grow consumer brands in this respect. They go above and beyond on every level and I can't recommend them highly enough."
Carina Evans, CEO
