- 16 Employees
- 2 Clinic Practice on the east coast.
- $3,000,00 annual in revenue
- $15k-17k/month in ad spend
- B2C Lead Gen Google Ads Search + Performance Max
Dii Pooler rebuilt this veterinary clinic’s Google Ads structure so both Search and Performance Max could consistently drive new vet appointments while cutting cost per lead to almost half of where it started.
Overview
The clinic wanted to grow beyond word-of-mouth and push back against low-cost walk-in chains, but their account wasn’t set up to win. Search campaigns mixed every type of visit into the same buckets, ad copy didn’t reflect how real pet owners search in a hurry, and Performance Max ran with bland, low-variation assets. The result: unqualified clicks, underwhelming conversions, and a cost per appointment that sat in the $250–$330+ range depending on the month.
Objectives
- Increase online appointment bookings from high-intent local pet owners.
- Bring cost per lead down from the high-$200s–$300+ range to something the clinic could profitably sustain.
- Turn Performance Max into a true discovery engine, not just a background spend bucket.
- Strengthen local visibility against cheaper walk-in competitors without discounting core services.
Challenges
- Search campaigns blended routine care, urgent issues, and prescriptions into shared campaigns, muddying performance and bid logic.
- Ads lacked strong geo + intent language like “same-day vet” or “emergency vet near me,” especially on mobile.
- Performance Max had limited image/video variety and didn’t tap into common pet concerns or emotional triggers.
- Search term reports showed spend leaking into low-intent queries that rarely turned into booked visits.
Cut CPL by more than 50% across the account
Strategy
- Split Search into separate campaigns for routine care, urgent care, and prescriptions so bids and budgets matched visit value.
- Rewrote ads around local, high-intent language like “same-day vet near you” and “emergency vet for limping or vomiting” to capture ready-to-book owners.
- Tightened geo targeting to ZIP codes within ~10 miles of each clinic so spend only hit realistic service areas.
- Built new Performance Max asset groups around real pet problems (regular maintenance, itching, limping, GI issues, anxiety) using photos of actual staff and pets to drive trust.
- Sent all paid traffic to conversion-focused landing pages with online booking and testimonials instead of the generic homepage.
Client Feedback
“After Dii Pooler reworked our campaigns, we started seeing more of the right kinds of appointments at a much better cost. New clients are finding us online first now, and our schedule feels fuller without us overspending to get there.”
Post-Campaign Wins
- Search campaigns saw CTR climb into the 11–15% range on key service segments, with April CTR reaching 11.85% on the main search campaign
- Search cost per conversion dropped from roughly $278 to about $123, while conversion rate nearly doubled and monthly conversions more than doubled
- Performance Max cost per lead fell from around $335 to roughly $140–$147 as conversion rate climbed into the ~10% range
- PMax monthly conversions scaled from low single digits to 70–160+ per month as new creative and better audience signals went live
- Overall, Google Ads became their dominant new-client source instead of a “nice to have” channel, giving the clinic a playbook for filling appointment capacity across both locations
Interested in collaborating with me?
Let’s rebuild your paid search foundation and drive more qualified leads.
Learn more about how I decreased cost-per-lead by 61% for a medical cosmetic clinic here.