Pettable

The Pettable team knew many people were already on Quora researching specific ESA inquiries, and they wanted to be involved in those conversations. The steps involved in the ESA letter process can be confusing, so Pettable saw an opportunity to emerge as a trusted thought leader by providing answers and helpful information.

Pettable began by targeting Promoted Answers at very specific ESA letter Topics and Keywords, and saw strong conversions right away at a good CPA. Because the campaign was aimed at a smaller niche audience, the team decided to layer in remarketing campaigns to scale and generate awareness among people engaged with broader topics around pet interests, mental health, insurance, and moving.

Before launching any campaigns, Pettable identified key questions their customers were asking at different points of their journey. This allowed the team to tailor answers specifically depending on if someone was still conducting research or ready to book an appointment. Oftentimes, many of these questions were already answered by their own FAQ page and could be repurposed into Quora answers.

The Pettable team knew that they could earn traffic and brand awareness at scale on Quora—but what pleasantly surprised them was how well their ads converted new customers. Because the lower funnel campaigns targeted niche ESA interests and keywords, Pettable was able to get in front of people who were often in the final step of the buying process. They’ve been able to grow their purchases by 65% QoQ while still keeping their goal CPA.