Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Google Ads for a lead-generation business in this space actually involves.
A new pet owner registering with a practice is worth years of recurring visits, not one appointment. Emergency searches and routine registration are entirely different intents and should never share a budget.
What I report on: Cost per registered new client, weighted by first-year practice value.
Emergency and routine demand look similar in keyword data but convert completely differently. Radius matters enormously. Most enquiries are phone calls, so without call tracking the majority of conversions are invisible.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Google Ads hub, or see how Meta Ads works for Veterinary.
Years of routine visits, vaccinations and eventual treatment, not a single appointment. Targets built on first-visit value will underinvest badly in acquisition.
Always. Emergency converts within minutes at higher cost per click; routine registration is a considered decision. One campaign covering both serves neither.
Yes. Most veterinary enquiries are phone calls, so without it the majority of your conversions never appear in reporting and bidding optimises on a fraction of the truth.
A flat monthly retainer, never a percentage of ad spend. For a practice with a fixed appointment capacity, a percentage model would push you to spend past the point of usefulness.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
Book a free strategy call →Meta creates demand, Google captures it. Running one without the other usually means paying twice for the same customer — once to introduce them, once to close them.
How Meta and Google work together for veterinary, what each is responsible for, and how the budget gets split between them.
The same market from the other side of the funnel — different intent, different costs, different job to do.
Not sure which channel is letting you down? A written review tells you where the money is actually going before you commit to anything.