Wellness Pet Company is a trusted leader in premium pet nutrition, dedicated to nourishing life shared with pets through high-quality food and treats across a portfolio of beloved brands. As the brand accelerated its investment in Amazon Ads, the complexity of managing campaigns, audiences, and performance objectives at scale demanded a more intelligent, automated approach.
Wellness Pet partnered with Pacvue, the AI-Powered Commerce Media OS, to activate Amazon Performance+ via DSP and deploy Pacvue’s iROAS and Incrementality Console. The result was a transformation in how campaigns were managed, measured, and optimized. The Brand delivered breakthrough efficiency, deeper shopper engagement, and significant growth, validating the power of automation and incrementality intelligence working in concert.
+68%
Incremental Sales
+37%
Incremental ROAS
+9%
New Brand Sales
The Challenge
As Wellness Pet increased its investment in Amazon Ads, success brought new operational pressure. What had once been manageable through manual workflows became increasingly difficult to sustain at scale, particularly across multiple campaigns, audiences, and performance objectives.
The team faced three interconnected challenges:
- Manual optimization of Amazon DSP campaigns created reaction lag. Responding to performance fluctuations and seizing emerging opportunities in real time were all constrained by manual processes that could not keep pace with campaign volume.
- Scaling investment raised the stakes on efficiency. As more budget shifted into DSP, maintaining consistent optimization standards while protecting ROAS became increasingly complex. Every dollar needed to work harder, and every inefficiency was amplified.
- Incremental measurement was a missing link. Wellness Pet needed to move beyond traditional attributed performance metrics to understand which tactics were genuinely driving new demand versus capturing intent that already existed. When additional funding was allocated, the team needed confidence that the media mix was generating real incremental sales growth, not just efficiently claiming conversions that would have happened anyway.
The brand needed a solution that could scale with its investment: one that combined intelligent automation, real-time visibility, and incrementality measurement to drive stronger outcomes across the full funnel.
Any time we have the opportunity to increase investment on Amazon Ads, our goal is to prove that every additional dollar creates incremental value. Pacvue’s iROAS and incrementality tools gave us the confidence and proof to make significant short term and long term budget decisions. The clarity we gained around which sub-brands and targeting types drove the most efficient incremental ROAS transformed how we think about our media strategy at the category level. This is the kind of measurement that allows our Brand to be nimble in a dynamic category.
The Solution
Automation and Incrementality Intelligence, Working as One
Wellness Pet partnered with Pacvue to scale Performance+ campaigns for Amazon DSP and activate Pacvue’s iROAS and Incrementality Console. Together, they addressed the operational and measurement gaps that had been limiting the brand’s ability to scale confidently with measurable performance outputs.
Performance+ for Amazon DSP: Intelligent Automation at Scale
By activating Performance+ through Pacvue, Wellness Pet fundamentally changed how campaigns were managed. Performance+ combines first-party signals with Amazon’s exclusive shopping, streaming, and entertainment insights, feeding the data into AWS-powered machine learning models that score every bid opportunity in real time and update conversion predictions hourly, optimizing toward goal-based KPIs like ROAS or CPA.
Automation collapsed the typical intensive DSP campaign creation process into as few as four clicks, taking over the day-to-day optimization tasks that had previously consumed team bandwidth. This freed Wellness Pet’s team to focus on higher-order priorities: strategic planning, performance analysis, and scaling what was working. The ability to dynamically allocate spend toward higher-converting audiences and inventory translated directly into measurable efficiency gains.
Pacvue’s iROAS and Incrementality Console: Measurement That Drives Decisions
To address broader measurement challenges and ensure increased budgets were being deployed as effectively as possible, Wellness Pet activated Pacvue’s iROAS and Incrementality Console, giving the team a clear, decision-ready view of true incremental contribution alongside traditional efficiency metrics. Rather than relying on attributed ROAS alone, the team could now distinguish where spend was creating new demand versus capturing existing intent.
The Incrementality Console enabled Wellness Pet to identify which targeting types delivered the most efficient incremental ROAS, and which sub-brands performed most efficiently at driving incremental sales. This clarity allowed the team to optimize spend allocation toward the tactics that generated real, measurable growth, making budget decisions more defensible and better aligned across marketing, analytics, and finance.
Underpinned by dynamic machine learning models, multi-model validation layers, and high-dimensional inputs, Pacvue iROAS delivered incrementality measurement reliable enough to act on at speed, without the cost and cadence constraints of traditional marketing mix modeling. The result was a faster, more frequent optimization cycle that held up in executive reviews and budget planning conversations alike.
Scaling our Amazon Ads investment meant we needed to move past manual workflows and guesswork. Pacvue completely changed the game for us. Performance+ automated the heavy lifting on DSP so our team could focus on the strategy, while Pacvue’s iROAS and Incrementality Console gave us the clear, real-time data we needed to prove our ads were driving new demand. It’s fundamentally improved how we optimize our budget and report performance.
Results
The Wellness Pet test delivered results that demonstrated the compounding impact of automation and incrementality intelligence working together.
- +68% Incremental Sales: More revenue from customers who would not have purchased without advertising.
- +37% Incremental ROAS (iROAS): Optimized ad spend efficiently generated new demand instead of cannibalizing organic intent.
- +61% Total ROAS (TROAS): Performance+ dynamically allocated budget toward higher-converting queries and inventory, compounding efficiency at scale.
- +114% Detail Page View Rate (DPVR): Indicates stronger product-level engagement and a deeper quality of shopper interaction, not just increased clicks.
- +9% New-to-Brand (NTB) Sales: Performance+ expanded reach to incremental customers, broadening the brand’s customer base in a competitive category.
The quantitative results were matched by meaningful operational improvements. Wellness Pet gained greater confidence in pacing, budget allocation, and audience strategy. Automation and enhanced visibility accelerated decision-making and improved cross-team collaboration, enabling faster, more informed responses to real-time performance trends.
With Pacvue’s incrementality infrastructure providing a defensible performance narrative, the brand’s cross-functional teams aligned more quickly on what was working and why. That alignment supports sustainable, scalable growth as Amazon Ads investment continues to rise and the expectations for performance clarity continue to grow.
Awards & Recognitions
