Why Products with Low Volume Searches Struggle in Google Ads
The world of ecommerce for pet products is sometimes complex: variations in ingredients of pet food, pet type, breed suitability, dietary requirements, pet food pack sizes, age groups, and different uses create deep product catalogues with many variations of similar products. Low search volume for the individual products, BUT a big search volume for all variations combined.
Yet we see again and again how many product descriptions come out flat and generic, important attributes go missing, titles lack clarity and categorisation to link all variations together becomes inconsistent. Suddenly, products that could capture high-intent searches never enter the ad auction in the first place or appear too low to compete effectively.
This creates a familiar pattern: a small percentage of hero SKUs carry most of the revenue, while the majority of the catalogue sits idle. Not because the products are weak, but because the feed doesn’t reflect how pet owners actually search.
When this happens at scale, growth and revenue will eventually slow down. Incremental revenue becomes harder to find. Teams start pushing more budget into already saturated campaigns, squeezing efficiency rather than unlocking new demand.
The Long Tail Is Where Incremental Growth Lives
Selling products from your whole pet product catalogue (rather than a small number of SKUs) lies in how pet owners search. Pet owners are looking for specific dietary needs, behavioural solutions, breed suitability, age-specific nutrition, grooming requirements, seasonal needs, and convenience formats (buying a year's supply or merely a special treat for Christmas?). These searches may not individually deliver massive volume but collectively they represent a powerful revenue opportunity.
A well-optimised feed allows your catalogue to surface for those searches consistently. Suddenly, products that rarely receive impressions begin capturing demand. Click-through rates improve because listings match intent more closely. Conversion rates stabilise because relevance increases.
This is how incremental growth is unlocked. We’re not looking to get bigger budgets, but we can get the same effect by better data.
Why Manual Product Optimisation Can't Keep Up
But you already update your catalogue with all important details? The challenge is scale and time.
Managing hundred or even thousands of SKUs manually across changing inventory, compliance requirements, promotional cycles and seasonal demand simply isn’t sustainable for even the strongest marketing team. Spreadsheets multiply, get lost and slow down other marketing activities, updates lag behind reality, small errors start to creep in and eventually opportunities get missed.
This is exactly where automation becomes an essential tool as part of your marketing team, but only when paired with human expertise.
At Bidnamic, our approach to Feed Optimisation combines automation to handle the heavy lifting at scale (no more spreadsheets!), while our specialists guide strategy, prioritisation and commercial logic for your products. The goal isn’t just clean feeds, it’s ads that actively drive revenue across your entire catalogue, including the long tail products.
Find Your Missing Revenue - Guaranteed
Before optimising, most brands don’t actually know where their revenue leakage exists. Which products never surface in front of customers? Which categories underperform relative to demand? Where does efficiency break down? The reporting available either says nothing or simply has too much data to pull any real action or insights.
That’s why we often start potential clients off with the Performance Uplift Challenge, a risk-free way to identify unrealised opportunity across feeds, campaigns and catalogue structure.
It gives teams clarity on where growth can realistically be unlocked, not by guesswork, not using gut feeling, but clear data-backed opportunity mapping.
For many pet brands, the biggest upside sits in long-tail products that have simply never been given the chance to compete properly.
What Happens When the Long Tail Products Starts Driving Revenue
When feeds are structured properly and optimised at scale, something interesting happens. Revenue becomes more diversified and the dependency on a small set of hero products reduces. Campaign performance stabilises because demand is captured more consistently across the catalogue and all year round.
This in turn leads to marketing teams can stop putting out fires and spend more time on planning, ad budgets work harder and growth becomes more predictable.
This isn’t a sudden short term growth hack, it’s about building a catalogue that performs as a system without relying on a handful of lucky products carrying the load.
