PetLab Co. grew on Meta ads that read like a vet’s advice.
About 400 live US ads, each angle sent to a “6 reasons” page with the buy box built in. BC Partners bought a majority stake in 2025.
BLOOM10X did not work with PetLab Co. This breakdown uses public sources only, linked below.
- 2018Founded in London by Chris Masanto and Damian Grabarczyk
- Feb 2025BC Partners agrees to buy a majority stake; founders keep a significant one
- May 2026Claims the #1-selling probiotic soft chew for dogs on Amazon, year to date
- Nov 2026~400 live US Meta ads on its page
What the public numbers add up to.
Five plays behind the growth.
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Write the ad as advice, not an offer
Headlines on ads started Nov 10, 2026: “The 3 biggest gut health mistakes dog owners make”, “A vet’s advice before you buy your dog a probiotic”, “Itching might not be a skin problem... it goes deeper” (Meta Ad Library). The discount waits for the landing page.
Copy this: open with the mistake or symptom your buyer has, then name the product. Hook rate →
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One “6 reasons” page per product
Gut-health ads point to offers.thepetlabco.com/probiotic-chews/6reasons; the allergy ad points to a separate allergy version. Same template, different reasons and proof.
Copy this: build one listicle template and give each product its own reasons. Conversion →
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Put the buy box inside the listicle
Every “Shop Now” button scrolls to a selector on the same page: dog size, subscribe or one-time, then 1, 2 or 3 tubs at 25%, 40% or 50% off. No product page in between.
Copy this: cut the hop from advertorial to product page and test the drop in clicks to checkout. Raise AOV →
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Run creators as partnership ads
The allergy ad runs as “Devonte ‘D’ Gaines with PetLab Co.”, a creator’s first-person story: “made all the difference for us” (Meta Ad Library).
Copy this: run your best creator posts from their handle, pointed at your own page. Partnership ads →
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Sell where dog owners already shop
Orders for Chewy and Amazon go through the same US fulfilment as DTC, per ShipBob. The product page footnotes a “#1 selling Probiotic Soft Chew” claim to Amazon’s category, year to date in May 2026 (ShipBob; thepetlabco.com).
Copy this: once Meta proves the product, list it where the buyer restocks. Paid ads →
The map
Three ads, two listicles, live today.
- Headline“6 Reasons These Soft Chews Can Help Your Dog’s Seasonal Allergies”
- Proof“impacted over 700K+ dog owners”
- Button“Shop Now” scrolls to the selector
- Headline“6 Reasons Vets Love PetLabCo.®’s Viral Probiotic Chews”
- Proof“Join the 5.7 million owners”; the ad says 5M+
- Offer“Save up to 50% today!”
- Hook“Not all dog probiotics are created equal.”
- Video text“Don’t buy probiotics for your dog until you hear this”
- Lands onThe same probiotic “6 reasons” page
The selector inside the listicle.
- 1Size firstUnder 25 lbs is preselected; the product page doses bigger dogs 2–3 chews a day.
- 2Subscribe is the default“As a subscriber you are getting our lowest price.”
- 3Price per day1 tub $28.08, struck $37.44, “$0.94 per day”.
- 4The terms in plain view25% off today and 20% after, a free gift, free shipping, cancel any time.
- 5Best value tag on the biggest pack3 tubs $56.16, “Save 50%”.
- 6Discount pre-applied“Discounts Auto-Applied”; the button shows $37.44 struck and $28.08.
Our wireframe of offers.thepetlabco.com/probiotic-allergy-immune/6reasons on Nov 10, 2026. Not a copy of their page. Prices shown with “under 25 lbs” selected.
Price per chew
The same offer, stacked higher.
“As pet owners ourselves, we founded PetLab Co. in 2018 to provide the best wellness products for our own pets.”
Read it with three caveats.
- The revenue figure is a vendor estimate. “$100M+” is in the title of a case study by ShipBob, which sells PetLab its fulfilment. PetLab and BC Partners disclose no revenue.
- Claims drift at this many pages. 4M, 5M+, 5.7M and 700K+ customers on different pages. Health claims in pet supplements need substantiation for each page.
- 400 live ads needs a team. Start with two angles and one listicle each. Wuffes runs the same playbook; compare The Farmer’s Dog on TV and BarkBox on subscriptions.
Six moves for a $1M–$10M Shopify brand.
- Write hooks as advice: a mistake or a symptom first. Hook rate
- Give each product its own listicle from one template. Conversion
- Put the pack selector on the listicle itself. Raise AOV
- Check margin on the 50%-off tier before you lead with it. Margin calculator
- Run creator stories as partnership ads. Partnership ads
- Keep one claims sheet so every page says the same number. Creative
Where every number comes from.
- BC Partners, “BC Partners acquires a majority stake in premium animal health brand PetLab Co.,” Feb 27, 2025 (majority stake, terms undisclosed, founded 2018 in London, founder quote). bcpartners.com
- Meredith Flora, “How PetLab Co. Runs a $100M+ DTC & B2B Business With ShipBob Plus,” ShipBob case study by the fulfilment vendor, updated Jul 2, 2026 (founders, 150,000+ orders a month, Chewy and Amazon). shipbob.com
- PetLab Co., probiotic chews product page (prices, gift and shipping values, total savings, sales counter, Trustpilot, Amazon #1 footnote, dosing by dog size, sponsored-content logos), viewed Nov 10, 2026. thepetlabco.com
- PetLab Co., ad landing pages: allergy and probiotic “6 reasons” listicles with package selectors, viewed Nov 10, 2026. allergy, probiotic
- PetLab Co., homepage meta description (“over 4 million PetLabCo.® customers”), viewed Nov 10, 2026. thepetlabco.com
- Meta Ad Library, active US ads for the PetLab Co. page (~400 results) and ads 2213116769588370, 2566954733715955, 1467398071987494, viewed Nov 10, 2026. facebook.com/ads/library
