ACWS – Animal Care, a Chilean company specializing in the distribution and marketing of pharmaceutical and nutritional products and critical supplies for animal welfare, was facing operational inefficiencies in its business architecture. Despite having a robust platform such as VTEX for its B2B and B2C, the digital channel operated in a fragmented manner: it functioned as a catalog for browsing and discovery, meaning that closing transactions depended critically on the manual and direct intervention of the offline sales team. By 2025, the business challenge was not about “gaining visibility,” but rather about solving an invisible margin problem: the high cost of acquisition and management (man-hours) required to process orders—a burden that the digital ecosystem needed to absorb natively.
Known Online took on comprehensive management of the digital marketing channel with a strategy focused on measurable results. The focus was on equipping the e-commerce with operational autonomy, improve lead generation, accelerate conversion, and strengthen its organic presence to ensure sustainable growth throughout the year.
The challenge
The company had historically operated under a sales model that relied heavily on the sales team. Under that model, digital investment primarily served a lead-generation function: it generated interest, but deals were closed outside the online environment.
The challenge for 2025 was clear: to enable the digital channel to achieve operational autonomy by increasing e-commerce revenue and reducing reliance on direct sales efforts. This meant transforming the website into a channel capable not only of attracting traffic but also of consistently converting that traffic into sales.
The Solution
Known Online designed and implemented a comprehensive digital channel management strategy with a full-funnel approach on Google Ads and Meta Ads, complemented by SEO/GEO/AEO aimed at organic visibility and B2B lead generation. The approach covered the entire user journey: from demand generation among cold audiences to direct conversion through retargeting, always with continuous data-driven optimization.
The strategy was structured in phases to better support the decision-making process. In the upper funnel, we targeted broad audiences to attract new users; in the middle funnel, we used educational content to reduce friction and shorten the sales cycle; and in the lower funnel, we implemented retargeting campaigns for high-intent users. At the same time, we progressively scaled up our advertising investment throughout the year.
For SEO/GEO/AEO, the work included a technical audit, optimization of metadata and headings, development of content aligned with search intent, creation of product landing pages and landing pages, and improvement of internal linking. In addition, quarterly progress reports were produced, featuring channel-by-channel analysis and ongoing adjustments to topics, keywords, and strategic pages, to ensure sustained growth in organic performance.
- Full-funnel strategy on Google Ads and Meta Ads.
- Retargeting for audiences with high purchase intent.
- A gradual increase in investment, with a focus on the last quarter.
- Technical and content-based SEO/GEO/AEO to increase organic visibility.
- Quarterly monitoring with data-driven optimization.
The Results: A Success Story in E-commerce Digital Marketing
Comprehensive management of the digital channel generated an exponential impact compared to the previous year, when there was no active advertising campaign, with growth exceeding an order of magnitude during key months. This demonstrated that the strategy not only increased brand exposure but also improved the brand’s ability to capture demand and convert it into business.
In Google Ads, ROAS reached exceptional efficiency peaks during the second half of the year, cementing the platform’s position as a profitable driver of direct sales. The most notable indicator was the transformation of the sales model: the proportion of unassisted sales on the VTEX channel became one of the main sales channels. In other words, e-commerce stopped functioning as a catalog for browsing and began to act as a proactive customer acquisition engine.
In terms of SEO, the year ended with growth of more than +30% in organic clicks, more than +38% in impressions, and an improvement of more than +42% in search rankings compared to the start of the year. The last quarter was the strongest performer, confirming the consolidation of our efforts to improve visibility and organic traffic.
- Growth rates exceeding one order of magnitude during key months.
- Exceptional ROAS peaks in the second half of the year.
- Self-service sales exceeded assisted sales at the end of the period.
- +30% in organic clicks.
- +38% in organic impressions.
- +42% improvement in search rankings.
This case demonstrates that digital growth does not depend solely on investing more, but on structuring a system capable of attracting, educating, and converting customers based on sound business logic. When the channel is managed holistically using 360-degree marketing strategies, e-commerce ceases to be merely a touchpoint and becomes a high-performing commercial asset.
Does your marketing strategy drive organic conversions, or does it merely support a manual and costly sales structure?
If your e-commerce business operates as an inquiry channel and relies on constant intervention from your sales team to close orders, you’re incurring an invisible operating cost that erodes your profit margin.
At Known, we offer a comprehensive marketing service that integrates digital advertising, organic search (SEO/GEO/AEO) and advanced analytics under a single financial objective: to lower the cost of acquisition (CAC) and maximize your operation’s EBITDA.
Contact us to evaluate the effectiveness of your lead generation channels and develop a comprehensive marketing strategy.
