SELECTED WORK / PET EXPRESSSREEJITH SUJITH / MARKETING CASE STUDY
RESEARCH → ACQUISITION → BOOKINGS
Clicks are cute. Bookings pay.
Pet owners needed a team they could trust. Pet Express needed enquiries worth answering. I connected customer research, paid ads, focused landing pages and lead qualification to help both sides get somewhere.
Customer research & copyGoogle & Meta AdsWebsite & landing pagesAI lead qualification
My contribution: campaign strategy and execution, customer research, offer messaging, website and landing pages, and enquiry automation. Relocation experts handled the pet moves.
01 / The business problemA BUSINESS QUESTION. NOT A DASHBOARD EXERCISE.
Good at moving pets. Too much work to win the booking.
Moving a pet across borders is an emotional purchase. Owners want to know their pet will be safe, what happens next and who is actually handling the move. A generic “we’re the experts” headline only gets you so far.
The old website put relocation, grooming, boarding and pet taxi in front of the same visitor. Someone clicking a relocation ad had to do the sorting themselves. I gave each offer a dedicated page, built around the decision that brought them there.
There was another leak after the click. Experts were spending time on repetitive questions and unqualified enquiries. I worked on that part too, so the customer journey did not end at “lead generated.”
The click is the introduction. The booking is the point.
02 / The money trailBOOKINGS. FEES. COST TO ACQUIRE.
The pets moved. So did the numbers.
Two services. Two buying decisions. Each with its own campaign, landing page and commercial job.
GOOGLE ADS / MONTHLY RESULTS
Eight moves. AED 14,400 in fees.
Advertising spend
AED 3,000
International relocation bookings
8
Average service fee per booking
AED 1,800
Service fee revenue
AED 14,400
4.8×Service fee revenue / ad spend
AED 375Advertising cost per booking
AED 11,400Service fees less ad spend, before other costs
META ADS / MONTHLY RESULTS
Fresh haircut. Reason to come back.
Advertising spend
AED 2,500
Grooming bookings
20
Average booking value
AED 180
Initial booking revenue
AED 3,600
1.44×Initial booking revenue / ad spend
AED 125Advertising cost per booking
Repeat visitsThe opportunity to grow customer lifetime value
Grooming is a recurring need. I built the offer around trust and a reason to return. Repeat bookings can improve lifetime value, but they are not included in the revenue or return above.
How to read these numbers +
The monthly figures are reported campaign outcomes. Relocation revenue is Pet Express’s service fee, separate from the customer’s full travel bill. The service fee is the company’s retained income from the move. Fees less advertising spend are shown before other operating costs. The dated Google report below is a separate reporting window and does not establish the monthly booking total.
CAMPAIGN EVIDENCE / GOOGLE ADS9–30 OCTOBER 2026
Less “trust me.” More “open the report.”
A high intent search campaign for international pet relocation. Here is what Google actually recorded.
27Tracked conversions
9.14%Click-through rate
≈ AED 1,400Advertising spend
1.89KImpressions
Google Ads screenshot supplied for this case study. Cost and impressions are rounded in the report. View full size ↗
About AED 52 per tracked conversion, calculated from the rounded spend. A tracked conversion is an action counted by Google Ads. It is not automatically a unique lead, a qualified enquiry or a paid relocation booking.
The actual Pet Express CRM, showing nine deals in Booked/Paid. Open the original screenshot below to inspect the pipeline.
Original Pet Express CRM screenshot. View full size ↗How this relates to the campaign results +
The screenshot does not display a reporting period or lead-source filter. Its nine Booked/Paid deals are therefore shown separately from the reported eight monthly relocation bookings and the Google Ads conversion count.
Deal value fields display AED 0.00, so this screenshot supports stage counts rather than revenue. No additional revenue, ad return or lead-to-booking conversion rate is calculated from it.
03 / The detective workTHE DECISIONS I MADE
Less guesswork. More “that’s exactly my worry.”
I started with the questions owners were already asking in Reddit and Facebook groups. Then I translated those concerns into the ads, the offer and the page.
01 / LISTEN FIRST
Borrow their language. Earn their attention.
Customer concerns shaped the copy. I used specific questions and anxieties to make the message feel relevant, instead of filling the page with generic promises.
02 / MATCH THE INTENT
One offer. One page. Less wandering.
A relocation click goes to relocation. A grooming click goes to grooming. The page continues the conversation started by the ad.
03 / MAKE TRUST VISIBLE
“Trust us” needs backup.
Real pets, real families, experience and customer stories give owners something to judge. I placed that reassurance close to the decision.
04 / The websiteACTUAL BEFORE & AFTER
Same experts. A clearer reason to choose them.
I put their strongest service first. Then I used real people, useful details and a clear next step to help the page explain why they were worth a conversation.
BEFOREA broad “experts” headline with little detail on the first screen.
AFTERA clear Dubai relocation message, with an explanation of the help available.
WHY IT HELPSPeople can quickly tell whether this is the right team for their move.
Real families. Real reasons to look closer.
BEFOREStock pet cut-outs do not show the team’s work.
AFTERPhotos of pets with their families, plus visible experience and customer feedback.
WHY IT HELPSOwners get a more human picture of the service they are considering.
Turn “get in touch” into something useful.
BEFOREA general request-a-quote button and several services to choose from.
AFTERA route check or a conversation with a relocation specialist.
WHY IT HELPSCustomers know what they are starting and why it matters.
See where the old page split the attention +
Relocation, grooming, boarding and pet taxi shared one service section. A visitor from a relocation ad still had to find their way through a page covering several different needs.
Actual old service section. Select the image to inspect the original.About these screenshots +
The monthly figures are reported campaign outcomes. Relocation revenue is Pet Express’s service fee, separate from the customer’s full travel bill. The service fee is the company’s retained income from the move. Fees less advertising spend are shown before other operating costs. The dated Google report below is a separate reporting window and does not establish the monthly booking total.
THE CREATIVE WORK / PET GROOMINGFIVE HOOKS. ONE CLEAR OFFER.
Cute dog. Serious sales pitch.
Tap through the actual creatives and the customer thinking behind each one.
WHY AED 48?
People understand money.
Competitors lean on “10% off” and “20% off.” But the customer still has to ask: off what price? I made the saving the headline. AED 48 off your final bill. A real amount they can understand immediately, carried from the ad to the booking page.
The humour earns attention. The money gives them a reason to act.
A pet texting its owner turns a familiar mess into a story worth reading. The pickup and drop-off detail answers the convenience objection. The AED 48 saving gives the joke a commercial job.
Same offer. Different reasons to care.
People understand money. AED 48 off tells them exactly what stays in their pocket. The hook changes, but the saving stays obvious.
The unexpected opening earns a second look. The next lines explain the benefit through an owner’s language: a clean, fluffy dog with an inflated ego. The offer closes the loop.
Same offer. Different reasons to care.
People understand money. AED 48 off tells them exactly what stays in their pocket. The hook changes, but the saving stays obvious.
A nutrition label makes the benefits easy to scan. The exaggerated percentages are part of the joke, not product claims or campaign results. AED 48 off stays clear beneath the humour.
Same offer. Different reasons to care.
People understand money. AED 48 off tells them exactly what stays in their pocket. The hook changes, but the saving stays obvious.
Some owners need a clear saving more than a clever story. A large AED 48 price tag makes the offer immediate, followed by one simple booking instruction.
Same offer. Different reasons to care.
People understand money. AED 48 off tells them exactly what stays in their pocket. The hook changes, but the saving stays obvious.
The hook speaks to owners who feel groomers rush. It puts careful treatment first, then supports the decision with the same offer. A different customer concern, a consistent commercial proposition.
Same offer. Different reasons to care.
People understand money. AED 48 off tells them exactly what stays in their pocket. The hook changes, but the saving stays obvious.
These examples show creative strategy and execution. The grooming results are reported at campaign level. No individual ad is presented as the winning creative without ad-level performance evidence.
05 / The landing pagesACTUAL LANDING PAGES
The ad made a promise. The page keeps it.
The homepage introduces the business. These pages do a more focused job: help someone act on the service they clicked for.
PLAN THE MOVE
You clicked for a move. The page helps you plan it.
I built this page for Google Ads visitors looking for pet relocation. It stays focused on that service: what the team does, how it helps, cost information and the next step. The route form turns interest into a useful enquiry.
“Take them with you” starts with what the owner wants. The page then explains the practical help, from paperwork to arrival.
Put reassurance beside the decision.
Real family photos and a visible review score support the service message. They give the visitor something to look at before sharing their details.
Start with the move.
The form asks where the pet is going, which pets are travelling and roughly when. It breaks the enquiry into steps instead of asking the visitor to write a long message from scratch.
Stay with the reason they clicked.
The page is about relocation. Its main action is planning the journey, so the customer can keep moving towards the help they came for.
A SAVING YOU CAN SEE
AED 48 off. No maths homework.
“10% off.” “20% off.” Off what? The customer needs the price and a calculation before they know the saving. I led with AED 48 off the final bill. People understand money. Then I carried that same clear offer from the ad into the booking form.
AED 48 off means AED 48 they keep. Compared with a 10% or 20% headline, the saving is clear before they even check the package price. No maths homework before the booking.
Show the credit where they choose.
The form repeats the AED 48 credit beside the pet and package choices. The offer stays visible as the customer decides what to book. It is a discount on the visit, not cash paid out.
Give them a reason to come back.
The page also says the campaign rate is kept for future visits. That is a separate repeat-visit benefit. The AED 48 credit is described as a first-visit offer.
Turn interest into a booking request.
The customer chooses their pet, groom and preferred day. Pickup and drop-off are shown as an optional extra, so the service and the next step are clear.
About the offer and the evidence +
These are actual landing-page screenshots. AED 48 is a first-visit discount on the bill. The campaign rate for future visits is a separate benefit. The choice of a fixed saving was a messaging decision, not a claim that it outperformed percentage discounts in a controlled test.
06 / The automationPROTECT THE EXPERT’S TIME.
The expert shouldn’t have to answer every “just checking.”
I automated the repetitive opening conversation and lead qualification. The relocation expert takes over after the initial payment, with a more useful conversation to have.
01
Start the conversation without starting another manual task.
Automated enquiry responses handle the initial contact, so every new question does not need a relocation expert’s personal reply.
THE JOBHandle the repetitive opening step.
02
Explain the process before the specialist steps in.
Initial relocation emails give the enquiry a consistent starting point and help move the conversation towards the information needed to qualify it.
THE JOBGive useful information consistently.
03
Sort the serious conversations from the noise.
The qualification stage reduces manual time spent on unqualified enquiries and competitor price fishing before expert involvement.
THE JOBProtect specialist time for qualified customers.
04
Payment first. Specialist next.
After the initial payment, the lead moves to the relocation expert. Automation handles the opening conversation. The expert handles the specialist work.
THE JOBA clear handoff into relocation delivery.
3 → 1
People needed to handle the workflow.
One person could handle work that previously required three. This describes the enquiry workflow, not the entire relocation team.
07 / The way I workWHAT THIS MEANS FOR YOUR TEAM
I don’t clock out at “lead generated.”
The useful part of this case study is how the decisions connect. That is the thinking I would bring to a marketing role.
01
I connect creative to the customer.
Research informs the hook. The offer gives it a reason to exist. The landing page makes the next step clear.
Customer understanding, copywriting and conversion thinking.02
I care what happens after the lead.
A cheap enquiry means little if it never becomes a customer. I look at bookings, service fees and acquisition cost.
Commercial reporting that goes beyond clicks.03
I use AI where it saves real work.
Automate repetitive questions and qualification. Give the human expert more time for work that needs expertise.
Practical workflow improvement with a clear purpose.
08 / The takeawayTHE WORK. THE RESULT. THE PERSON BEHIND IT.
More bookings. Fewer “just checking.”
I helped Pet Express make its expertise easier to understand and its services easier to enquire about. I connected the ad, the offer, the page and the initial conversation around the customer’s decision.
The monthly results: eight international relocation bookings generating AED 14,400 in service fees, plus 20 grooming bookings generating AED 3,600 in initial revenue. The enquiry workflow also moved from needing three people to one.
That is the kind of marketing I like doing. Work you can see on the page, trace to the booking and explain without a 40-slide presentation.
If your team needs someone who can think through the customer journey and then build it, let’s talk. Based in Dubai. No employer visa sponsorship required.
Actual old service section. Select the image to inspect the original.
