170+ active ads . 40+ pages . mapped from public data
Funnel Map . Pets Are Kids Too . petsarekidstoo.com
Pets Are Kids Too, mapped from outside.
Reverse-engineered from the Meta Ad Library and the public sitemap: 170+ active ads and 40+ tested landing pages. One hero product, the mushroom chew, carries the business, sold across five conditions (spine, DM, lumps, joint, heart), with breed-level and format variants, plus two separate products (a dental powder and a multivitamin chew). Current ad spend concentrates on the spine and lump angles. Here is the whole operation, mapped.
170+
Active ads mapped
40+
Tested landing pages
5+
Conditions, one chew
3
Page formats
Part 1 . Where the money is right now
The active spend
170+ live ads, and nearly all of it pours into one product, the mushroom chew, walked in through three conditions: spinal disc disease, degenerative myelopathy, and lumps. These three funnels are the engine.
Spinal disc disease . Breed-targeted ADVERTORIAL
The IVDD Engine
90 of 170 ads, the core of the account. A "Gabapentin is masking the problem" drug-displacement hook aimed at long-bodied breeds (Dachshund, Corgi, Frenchie). Split-tested across four pages (sp1, sp3, sp6, ivdd-v1) including a Dachshund-specific cut. sp6 is the current control carrying the most spend. This is the page to beat.
IVDD advertorialsp6 control . 3 split-test variants
Degenerative myelopathy . Large breeds ADVERTORIAL
The DM Angle
68 of 170 ads, nearly as big as IVDD. A second spinal condition aimed at German Shepherds, Boxers and Corgis, run through the editorial personas (Earthy Paws, Holistic Hound) with two advertorials in rotation (v1 + v2). Same product, new symptom door. Video-first creative, so thumbnails aren't in the Ad Library export.
Fatty lumps . Short PDP + advertorial 2 PAGE TYPES
The Lumps Funnel
45 ads on the lump angle, the third condition door. Runs as a short-form sales page (mc-pdp-v4, the bigger spender at 39 ads) plus a long advertorial (lipomas-v1). The hook: "your vet said just monitor it." Same mushroom chew, repositioned for owners watching a fatty lump grow and worried about surgery.
The IVDD funnel alone runs 15+ page variants (sp1 through sp13). They split by format, advertorial, listicle, and authority, and personalize down to the individual breed: separate pages for Corgis, Dachshunds and Pugs. This is targeting depth most brands never reach.
Part 3 . The rest of the library
Beyond the active three
The same mushroom chew is also built out for joint and heart angles, and there are two genuinely separate products with their own advertorials, a dental powder and a multivitamin chew. These pages are part of the tested library; the active ad spend currently sits on the spine and lump angles above.
One chew, sold many ways. A deep library around it.
The mushroom chew is the engine, run across spine, lumps, DM, joint and heart, backed by 40+ tested pages with breed-level and format variants, plus two side products. The active spend concentrates on the spine and lump angles. That's the whole architecture, mapped from the outside.
The persona layer . 6 white-label native fronts
IVDD Support
85 ads . core IVDD front
The Earthy Paws Connection
56 ads . DM + lumps
The Holistic Hound
56 ads . DM + lumps editorial
Pets Are Kids
4 ads . brand-adjacent
Dr. Henry Foster, Vet Care
1 ad . authority front
Sarah Mitchell
1 ad . personal-story front
Where we'd start . researched, not guessed
Three doors your competitors aren't running
Your IVDD funnel already wins with one move: the drug the vet prescribed (Gabapentin) is masking the problem, here is the natural alternative. That exact move maps onto three more drugs you are not targeting yet, each tied to a product you already sell.
Door 01 . Joint
The Rimadyl liver-damage fear
Rimadyl (carprofen) is the most-prescribed dog arthritis drug, and it carries an FDA-documented risk of liver and kidney damage. In 1999 the FDA logged 6,000+ sudden-death reports and forced "death" onto the label. Vets tell owners to run regular bloodwork, and the fear runs deep. Same mechanism as your IVDD page, pointed at a scarier drug, into your joint product.
Door 02 . Cognitive
"It's not just old age"
Canine cognitive dysfunction hits roughly 14% of senior dogs and about half of dogs over 11, yet only 1.9% ever get diagnosed. The vet's answer is "he's just slowing down." Lion's Mane, already in your mushroom chew, is the headline ingredient for exactly this. A huge, under-diagnosed, deeply emotional market with the answer already in your bottle.
Door 03 . Allergy
The Apoquel cancer worry
Apoquel is the default itch drug, and it works by dampening the immune system, which has owners worried it lets early cancers grow. "Apoquel side effects" is a hot, fearful search and owners are actively hunting for a natural alternative. Same drug-displacement move, into your allergy and multivitamin chews.
And how we'd work together
The offer
Beat your control
Pick mc-ivdd-sp6, the page most of your spend rides on. I build a challenger, you hold traffic and budget constant and swap only the page. Clean A/B, single variable, and I guarantee the beat. If it doesn't win, you don't pay.
Then
Wherever it's worth it
Same playbook applies across the rest of the library, the other IVDD and DM variants, the joint and heart angles, the side products, whenever you decide it's worth pointing spend there. Your call, your priorities.
At pace
Built to feed it
You test at real depth, breed cuts, three formats. That's a creative-volume game. Fresh pages in three to four days each is exactly the cadence a library this deep runs on.
