We built a quiz for 9-fig dog company…Copy it
PetLab Co's numbers are absurd:
- 1,000+ ads
- Hundreds of advertorials and landing pages
- A relentless volume of new hooks, angles, and creatives shipping every single week
At that scale, the quiz can't feel like some random ChatGPT slop.
It has to preserve the brand experience while still converting aggressively.
So here's the quiz funnel we built for them:
First, the #1 question you should ask before building any quiz is:
"Is this congruent with the traffic I'm sending to it?"
Because a quiz never exists in a vacuum.
It has to match the messaging, mechanism, proof, emotions, and level of awareness that made someone click into it in the first place.
In PetLab's case, the winning ProBright ads were built on guilt and a hidden consequence:
- "96% of dog owners don't brush their dog's teeth daily."
- "By age 3, you could be setting your dog up for a lifetime of dental issues."
- Yellowing teeth. Worsening breath. An effortless 30-second fix — no toothbrush required.
Which told us something important:
This audience isn't problem-aware yet.
They love their dog… but they've never once thought of their dog's teeth as a ticking clock.
The problem is invisible to them.
So the quiz couldn't act like a generic "pet wellness check" that pushed a product right away.
It had to feel like a diagnostic tool that made an invisible problem suddenly visible — and urgent — exactly like the ads did.
That's why the main angle became:
"Find out your dog's Dental Health Score"
Then we built the funnel around a few key principles:
1. Match the quiz to the traffic
The quiz has to carry the same angle, awareness level, and message as the ads that earned the click.
A quiz never exists in a vacuum — it inherits the belief the ad already planted.
PetLab's ads lead with guilt and a hidden problem, to an owner who isn't really thinking about their dog's teeth.
So the quiz can't open like a pitch that pushes the product too early.
It has to work like a diagnostic — one that makes the hidden problem visible, then urgent, exactly the way the ad did.
Get this wrong and the quiz fights the ad.
Get it right and the quiz just finishes the thought.
2. Put social proof early
Before an owner answers anything, they want to know what they're actually putting in their dog.
So you hand them the proof up front — award-winning, vet-formulated, real reviews, millions of scoops sold.
This does two things.
It buys trust before you ask for a single piece of information.
And it sets the frame — so they move through the rest of the quiz open and trusting instead of skeptical and guarded.
3. Sell the mechanism, not the ingredient
Everyone in this category has already tried a dental chew or a brush. So you don't win on ingredients — you win on format.
"Not a chew you hope they finish. Not a brush you'll skip by Thursday.
A 30-second powder you sprinkle on their food once a day."
Same move as reframing collagen into the Rejuva Complex. Or "not just any magnesium — bisglycinate."
The ingredient is a commodity. The mechanism is the reason the old way kept failing them — and the reason this one won't.
If you look closely, the quiz still uses proven direct-response fundamentals to drive conversions:
- Curiosity gap
- Self-diagnosis
- Problem intensification
- Authority stacking
- Personalized reveal
But visually and tonally, it still feels like Petlab Co.
Clean.
Family Focused.
Clinical.
Credible.
Not some cheap AI slop.
Because yes, thanks to AI, anybody can spin up a quiz funnel in minutes now.
But the real bangers come when you understand why it works, how to structure it around your creatives, and how to make it feel native to the brand behind it.
That’s what we’ve learned from building hundreds of quiz funnels for some of the biggest DTC brands out there.
And if you’re already doing 100k/mo or more with your DTC brand and want us to build yours…