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Veterinary Care & Emergency Services

Learn how this veterinary clinic utilized PPC advertising to reach pet owners in need of 24/7 emergency and critical care services.
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Brief / Goals

A veterinary clinic specializing in 24/7 emergency and critical care services sought to increase its visibility and attract pet owners in urgent need of care. The clinic’s goals for the Google Ads campaign included:
  • Driving more calls and appointments for emergency services.
  • Increasing awareness of their around-the-clock availability.
  • Building trust with pet owners in critical situations.
  • Expanding their reach to new pet owners in the local area.

Challenges

The campaign faced the following challenges:
  • High Competition: Competing against other veterinary clinics and emergency pet hospitals in the area.
  • Immediate Need: Emergency services require quick decision-making, meaning ads had to resonate immediately.
  • Targeting Urgency: Reaching pet owners precisely when they need critical care.

Our Approach / Strategy

Google Ads Strategy
  • 1. Search Campaigns with Emergency Keywords:
  • Focused on high-intent keywords.
  • Used ad extensions like call buttons and location links to streamline actions for urgent users.
  • 2. Ad Copy Designed for Urgency and Trust:
  • Headlines emphasized availability and expertise.
  • Included comforting and reassuring language to build trust with worried pet owners.
  • 3. Local Targeting:
  • Geotargeted ads to appear in a radius covering the clinic’s service area.
  • Adjusted bid strategy to prioritize users searching from mobile devices during emergencies.
  • 4. Call-Only Ads:
  • Leveraged call-only campaigns to connect pet owners directly to the clinic without needing to visit the website.
  • Ensured calls were prioritized during peak hours of need.
  • 5. Landing Page Optimization:
  • Designed a fast-loading, mobile-friendly landing page featuring:
  • Emergency contact information prominently displayed.
  • A map and directions to the clinic.
  • Testimonials from grateful pet owners.
  • 6. Performance Tracking & Optimization:
  • Set up conversion tracking for calls and appointment form submissions.
  • Used data to adjust bids for high-performing keywords and ads.

Google Ads Results

The campaign achieved significant success, meeting the clinic’s goals and ensuring pet owners could access care during emergencies:
  • 86% increase in emergency service calls
  • 42% lower cost-per-call
  • 80% higher click-through rate (CTR)
  • 30% increase in scheduled follow-up visits for non-emergency care
By combining urgency-driven ads with strategic targeting and optimizations, the veterinary clinic positioned itself as the go-to provider for pet emergencies in the area.

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