The problem
PAW needed to open international markets in the B2B pet industry — the United States, the European Union and Asia — without a digital presence that backed up the commercial conversations already happening at industry trade shows.
The implementation
LinkedIn Ads with Lead Gen Forms aimed at the right decision-maker profile, organic LinkedIn content to sustain authority between campaigns, a purpose-built landing page developed and optimized for conversion, brand alignment across partner profiles, and trade-show collateral consistent with all of it.
The methodology
We started from where B2B decisions actually happen: the trade show and the direct conversation. Instead of treating paid media as an isolated channel, we tied it to the commercial calendar, so every piece of digital work pushed toward SuperZoo and the conversations already under way.
The result
66 leads at SuperZoo 2026: 6 straight from paid media and 60 who arrived after having seen the advertising. In total, USD 1.3M in direct pipeline on USD 10,500 of spend.