Career case study
Pawssum: rebuilding local search around richer intent and stronger AI signals.
During Ed Jones’s agency career before founding Edify Digital, he worked on paid media strategy for Pawssum, redesigning the account around local service intent, first-party data, richer conversion signals and Google AI after a period of declining lead performance.
Career case study — work from Ed Jones’s agency career before founding Edify Digital.
Services: Paid Search & Performance
Results at a glance
Local relevance, stronger signals.
- 18%
- Conversion rate
- 100% broad-match coverage
- 9×
- More hyper-local landing pages
- 3 → 30
- 100%
- AI Max adoption
The challenge.
Pawssum had 190+ partner clinics and 200+ partner vets, a strong need for localised messaging and dynamic pricing, increased competitive pressure, an account affected by a major data disruption, and increasingly conversational, intent-rich search queries.
The objective was to rebuild sustainable lead generation while preparing the account for a more AI-led search environment.
The approach.
Service and state structure
Restructured around Mobile Vet, Emergency, Euthanasia and individual states.
Service-specific customer lists
Enhanced data and Google Tag Gateway
Local landing pages
Dynamic text replacement for local landing pages.
Conversion stages mapped
Enquiry, Qualified and Paying Client.
Brand-negative controls and AI safeguards
Broad Match + AI Max
Ad Customisers
AI-assisted creative generation
Three-stage Demand Gen funnel
An account built for AI-led search.
Account · Search · Performance Max
- Campaigns optimised towards value-based conversion goals
- 55
- AI Max adoption
- 100%
- Excellent Search ad strength
- 100%
- Campaigns with broad match
- 100%
- Excellent asset group strength
- 100%
- Google audience best-practice coverage
- 100%
Data, creative and customers.
100%
Audience match rate of actual paying customers
3×
Creative output
63
Daily paying customers
60 to 63
What the work demonstrated.
The Pawssum work demonstrated how stronger first-party signals, local relevance and clear safeguards can make automation more useful without giving up the controls required in a complex lead-generation account.
Related services
The services behind this work.
Next step
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