THE VET
Discover how One PPC helped The Vet reduce cost per acquisition (CPA) by 38% while increasing lead volume by over 75%.
THE VET
Back Story & Challenge
The Vet was founded with the belief that veterinary healthcare should be accessible to all. With a mission to deliver outstanding care at exceptional value, The Vet is committed to becoming a market leader in affordable veterinary services.
The Vet had been running Google Ads for some time but wanted to improve their ROI and implement a consistent advertising strategy across all regions. The goal was to build a repeatable model that could drive reliable results and be used to launch new clinics, generating demand from day one and supporting operational profitability.
To succeed, The Vet needed a partner that could combine strategic structure with creative execution—achieving their target cost per lead while increasing overall lead volume.
During our initial in-depth analysis, we identified three key weaknesses/opportunities:
- Inconsistent performance across most campaigns.
- High cost per conversion compared to the average clinic booking value
- Varying campaign strategies, making optimisation and scalability difficult
Solution
To address these challenges, we completely restructured The Vet’s Google Ads campaigns. This included expanding the keyword lists and organising themed ad groups with more relevant ads and landing pages. Once a successful campaign template was established, we replicated it across regions with location-specific adjustments.
We continuously monitored performance and tested various ad creatives and landing pages to determine which promotions performed best. This test-and-learn approach drove consistent performance improvements.
Working in close collaboration with The Vet’s internal team, we helped them meet their business goals through flexible, transparent campaign management. This partnership led to a significant reduction in CPA, while also increasing the total number of leads generated.
A key contributor to success was our structured approach to ad creative, messaging, and ongoing optimisation.
Types of Campaigns:
Google Search
Targeted high-intent searches with geo-specific ad copy and landing pages for each clinic.
Competitor Targeting
Focused on competitor terms, using tailored messaging per location to win market share.
Microsoft Ads
We replicated and adapted this successful approach to Microsoft Bing Ads.
Remarketing Ads
Retargeted previous website visitors with clinic-specific messaging to increase conversions.
Results
This strategy has delivered exceptional results for The Vet throughout our partnership. As performance improved, we scaled the Google Ads budget accordingly—leading to sustained growth and continued acceleration. Since working with The Vet, we have:
Regular keyword expansion and bid management on Google with a mix of optimisation strategies
Introduced regular new ad creative on Google which focused on testing USP’s across each region.
Set up advanced targeting in Google Search: demographics, in-market, and returning users.
Created and Optimised Location-Specific Landing Pages for Better Relevance
Implemented Regular A/B tests of adverts with landing pages using Campaign Experiments functionality.
Worked closely with the internal team of the business in development of co-ordinated marketing campaigns
Settings:
Bidding Strategies
Implemented a custom-built Google Ads script for target CPA bidding, combined with Google’s automated bidding in select campaigns.
Ad Scheduling
Created schedules with automated rules to display different ad creatives on weekdays versus weekends, ensuring ads were shown at the most opportune times.
Demographics
Applied audience layers based on age, gender, and parental status, with ongoing bid adjustments driven by performance.
Devices
We analysed performance across desktop, mobile, and tablet devices to identify where the most profitable conversions were occurring. Based on this data, we adjusted bids and tailored ad creatives to suit each device type maximising ROI across all platforms
Interest Targeting
Used audience layering for past website visitors, in-market, and similar segments to refine traffic quality and improve optimisation.
Locations
Identified a sharp drop in conversion rates beyond 5 miles from clinic locations and applied distance-based bid adjustments to balance volume and profitability.
Ad Testing
Leveraged internal scripts and Google’s native tools for continuous A/B testing and cost-per-lead optimisation.
Landing Page Optimisation
We developed and tested location-specific landing pages to align closely with ad messaging and user intent. By improving page relevance, we significantly increased conversion rates across all regions.
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