THE VET
Find out how One PPC helped The Vet achieve a 38% drop in their cost per conversion whilst still increasing leads.
THE VET
Back Story & Challenge
The Vet was born with the belief that veterinary healthcare should be made accessible to everyone. The Vet aspires to be the market leader dedicated to achieving exceptional care and support with the best value pricing.
The Vet had been using Google Ads for some time and wanted to improve ROI along with implementing a consistent advertising strategy across regions. The Vet wanted to have a working model that could produce consistent results, as well as be used to launch new offices. They needed to generate instant demand as soon as a new clinic is opened to increase operational profitability. It was important to achieve the desired cost per lead while increasing the number of leads.
A consistent advertising strategy needed to be applied successfully to achieve the desired results. The Vet wanted to work with an agency that could provide structure to their campaigns systematically along with creativity.
During our initial in-depth analysis, we identified three key weaknesses/opportunities:
- A low conversion rate across most campaigns.
- Profits were low, with a high cost per conversion on Google Ads compared to the average clinic booking value
- An inconsistent strategy across campaigns making it harder to follow a standardised approach.
Solution
To address the challenges we identified, we started by restructuring Google Ads by expanding the keywords list and reorganising the campaigns with themed ad groups and more relevant ads. Once we had a working template, we could restructure existing campaigns around it and use this to roll out new campaigns just with location-specific changes.
We set up campaigns that were closely monitored to routinely improve performance. Furthermore, we tested ads and landing pages to compare different promotions. This helped us to improve the conversion rate and deliver improved and consistent results.
One PPC worked closely with The Vet to successfully achieve their business goals in a flexible and transparent manner. Doing so has dramatically improved the CPA for The Vet, reducing this by over 35% while increasing the number of conversions and additionally, our partnership has driven thousands of new leads to them.
One of the ways we are able to capitalise on advertising is due to our approach towards ad creative and messaging.
Types of Campaigns:
Google Search
Targeting Google searches with location-specific ads and landing pages for each regional clinic.
Standard Search
Targeting competitor brand terms with location-specific ads and landing pages for each clinic.
Interest-Based Campaigns
Targeted cold audiences for Garden Furniture, testing single vs. combined interests with demographic layers.
Remarketing Ads
Campaigns for each regional clinic with location-specific ads and landing pages.
Results
This approach has driven remarkable results for The Vet during the time we have been working together, with consistent Google advertising that has been developed with an increased budget as positive results continued to accelerate. Since working with The Vet, we have:
Regular keyword expansion and bid management on Google with a mix of bidding 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 the development of the marketing campaign
Settings:
Bidding Strategies
To meet the target CPA, we implemented our custom-built Google Ads script with tailored bidding rules, and complemented it with Google’s automated target CPA bidding strategy for selected campaigns.
Ad Scheduling
We set up ad scheduling combined with automated rules to run different ads on the weekend vs weekdays.
Demographics
We layered the Search campaigns with age, gender and parental status making optimisation adjustments based on performance.
Devices
We optimised across devices for the best ROI
Interest Targeting
We layered the Search campaigns with audiences including past website users, in-Market Audiences and Similar Audiences to get better ROI.
Locations
We identified that if the targeted locations were more than 5 miles, conversion rate dropped rapidly. We applied location bid adjustments by distance to get the best mix of volume and profit.
Ad Testing
We used an in-house Google Ads script with bidding rules for achieving a target cost per lead (CPA), combined with target CPA automated bidding for some campaigns.
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Step One = 15-30-minute call to understand your business and provide more context before the screen share and written audits are completed.