Carolina Pet Company is more than just a pet product manufacturer. It is a brand built on a foundation of outstanding quality, thoughtful design, and a deep love for animals. Based in Prosperity, South Carolina, a region historically connected to the textile industry, the company draws inspiration from its local roots to create premium pet beds and accessories.

At the heart of Carolina Pet’s mission is a commitment to quality and authenticity. Every product is designed not only to provide comfort for pets but also to complement the homes they live in. Their team is made up of genuine pet lovers who put customer needs and pet well-being at the center of every decision, from material sourcing to design details.

This project taught us the value of aligning digital strategy with brand identity. For companies like Carolina Pet Company, the goal wasn’t just modernizing their website and logo, they wanted a digital footprint that embodied their values of trust, tradition, and craft. We took this to heart by putting customer experience first to not only create a better website, but also a better business tool.

When we started this project with Carolina Pet, their primary objective was to transition away from retail partners like Amazon, and bring more of their web traffic and sales back “in-house”. Our aim was to increase monthly website sales, which allowed Carolina Pet full control over customer data, and bring a diversified advertising strategy to reduce selling fees and increase profit margins. They needed a site that would:

• Deliver a fast, mobile-optimized experience
• Offer intuitive navigation and simplified product discovery
• Reflect the care, design, and Southern craft that define their brand
• Reintroduce their modernized visual identity and messaging
• Showcase their many collaborations with other respected brands and retailers

The team at Hammonds Media set out to help Carolina Pet Company grow their direct-to-consumer sales and reduce reliance on third-party platforms. We focused on two key areas: improving organic visibility through SEO and launching a diversified Google Ads strategy.

• Product SEO - We began by meticulously optimizing Carolina Pet’s entire product catalog of over 1,200 SKUs to optimize organic search rankings, target keywords, and enhance product visibility on Google. We also established a Google Merchant Center account for Carolina Pet so they could take advantage of product listings on Google Shopping, increasing visibility on search results without increasing ad spend. Our Product SEO initiative focused on:
  • Updated product titles to include relevant keywords
  • Rewriting product descriptions to improve readability and keyword usage
  • Detailed product specifications to help both customers and search engines
  • Structured product schema and metadata for better indexing
  • Image alt tags and descriptions to improve accessibility and SEO

• Google Ads - Once our product catalog was fully integrated with Google Merchant Center, we launched straight into creating a tailored Google Ads strategy. We created a campaign structure that balanced brand awareness and direct sales. Our Google Ads rollout included:
  • Performance Max Campaign featuring the most profitable products, with a strong emphasis on the popular Pendleton, Body Glove, and Shinola collections
  • “Catch All” Shopping Campaign, initially broad, and later refined to highlight the top 10 best-selling products for efficiency
  • Carolina Pet Bed-Specific Campaign focused on lifting visibility and conversions for core branded products

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