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Case Study: Using Google Ads & Facebook Ads to Grow a Veterinary Practice

A brand new Veterinary Practice, based in South East Melbourne, selected Business Assist to help them grow their local business, increase their customer base and grow the brand incrementally.

We worked with them collaboratively to create a digital marketing strategy that would bring in customer leads from the local area while maintaining a pragmatic CPA.

If you own or run a veterinary practice and are looking to grow your business using digital marketing – you might find this case study beneficial for understanding the potential for your business.

Activity

We conducted a Business Needs Workshop (BNW) for the client. This is a deep dive into the business’s objectives and how to reach them, challenges and how to overcome them, and customer types and what motivates them.

The workshop forms the basis for the creation of a digital strategy and is a live document referred to by the specialists working on an account as a reference point to the what/how/when/where/why of developing the overarching strategy and tactics.

The outcomes are the following;

  • Business Objectives and Benchmarks Overview
  • Competitive Landscape and Trends Map
  • User Roles, Motivations, Obstacles Framework
  • Digital Strategy Board with Customer Journey Mapping

Initial Strategy Development

Business Assist prepared a full digital marketing proposal utilising Facebook (Meta) Ads and Google Ads to advertise the practice to new audiences.

Facebook (Meta) Ads were chosen as a channel to target local people to generate awareness for the new vet clinic. Analysis suggested that Facebook Ads would reach a significant number of locals for a very low cost. Some of the data in the first 6 months show:

Google Ads were chosen because of the ability to locally target a demographic of Melbourne, searching for vets in their area.

Landing pages were built and incorporated to optimise the advertising spend.

What is a landing page? A highly focused webpage designed with a single objective in mind: to convert traffic. These pages are generally designed differently from your main website and tend to have a unique URL that can be used to send specific campaigns to the page.

What is the purpose of a landing page? If you’re paying for traffic, you’re most likely going to be interested in whether it’s a profitable activity by looking at your Cost Per Acquisition costs. Landing pages ensure that the traffic you’re paying for matches the journey the users are on and the objectives the user is trying to fulfil. By closely aligning what the customer wants with what the page offers, you increase the page’s propensity to convert.

What makes it different from a page on your website? Landing pages focus the user’s attention on a single task, e.g. Filling in a form, downloading a PDF, or making a purchase. Anything on the page that does not serve to support the main page’s goal is considered a distraction. This includes navigation links, internal linking, and mentioning other services and blogs, amongst other things.

Read our complete guide to Landing Page Optimisation here.

Google Ads Strategy for a Veterinary Practice

Over 450 keywords were targeted by Google Search Ads, triggering over 34,000 different searches.

Services promoted included:
Puppy School; Dental; BOAS Surgery; Greyhound Corns; MicroChipping; Vaccinations; Desexing and general Veterinary Services.

Specific animals targeted included:
Cats, Dogs, Rabbits, and Guinea Pigs

Results

Phone calls were the primary objective, and within the first 6 months:

  • The Google Ads campaigns generated 264 phone calls at a very low cost per call.
  • The Google Search Ads were seen by nearly 15,000 people
  • Remarketing Display Ads were shown to 2,782 people – greatly assisting with the awareness of the vet clinic to people who had already shown an interest in Veterinary services

In the following 2 years, additional budget was allocated to the Google Display Network and the ads were displayed just under 2.5 Million times to potential customers in the local area.
Over 2,400 phone calls were generated during this time at a very low cost per call.
The strategy switched to incorporate the generation of leads via form submissions on the website. This change saw:

  • Over 1,100 form submissions or appointments booked
  • 4,795 phone calls generated
  • Nearly 1,000 people clicked on Ads and then clicked on “Get Directions”.
a rabbit waiting on a table at a veterinary practice

Facebook (Meta) Ads Strategy for a Veterinary Practice

The campaign strategy launched with the KPI of creating awareness, with the focus on reaching as many people within their target market as possible. Awareness campaigns are the most effective campaign type for supporting brand awareness, brand recognition and brand exposure.

Brand awareness ads must be carefully considered, as they are at risk for low ROI and lead generation.

We selected this type of campaign to incorporate clear branding and unique brand messaging to instil trust in the audience, especially because this was a new vet clinic to the area.

Initially, building brand awareness and trust does not have a direct (trackable) ROI (which is why this type of campaign must be used with this in mind). However, as a new business entering the market, it was an essential part of the marketing mix.

Within the first 6 months:

  • We reached over 150,000 people within their target market.
  • We achieved an extremely low average cost per result of approximately $0.19

Once the team was confident in the brand awareness strategy, we shifted some of the focus towards generating website traffic. Our primary aim was to encourage Facebook users to visit the website and collect their IP addresses in support of Remarketing and Lookalike audiences.

As experienced digital marketers, we know Facebook (Meta) users have a different intent from other channels like Google. Users on Google search are actively looking for your services, while Facebook is pushing a message to people who may or may not be in the market for your service. If a user visited the website, we felt more confident in retargeting that user (or a lookalike) as they were actively moving through the customer journey – the top of the funnel.

Using Facebook’s Ads keeps the brand top-of-mind, and when their need for a veterinary service arises – they’ll recognise and possibly search for the new vet clinic.

More recently, the vet clinic has shifted to highlighting some of its key services on Facebook, including Puppy Pre-School and Desexing.

Feedback from the client

The vet clinic has seen incremental, positive growth in the business thanks to its digital marketing campaigns. This has provided the ability for them to open a new veterinary practice in 2023, which is now open.

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Growth in numbers translates to growth in business, learn about the digital marketing KPI’s that can dramatically boost your business trajectory.

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Niki Patterson

Business Assist help us with the growth of our business, which is what every business wants, and also it really feels like everyone on the team understands and knows your business well. It’s not just one person, everyone is somehow involved and I appreciate that. Thank you so much for all your hard work in fixing our campaigns. We are all incredibly appreciative.

Jo McMillan

Business Assist were a pleasure to work with as we developed our new website. They were responsive, considered and always sought to provide us with the best possible product at a competitive price. We are very happy with the website they produced for us and have had a lot of positive comments on it. Business Assist is also great with follow up and ongoing support, should we need it.

Dean Burns

We only launched Rent Busters Perth in November 2018, so it is incredible that Business Assist generated over 500 leads for us in June 2020!  They helped us with our branding, market positioning and have since worked very closely with us on developing new offers, headings and campaigns every month. And most importantly we are signing a record number of deals every month!

Business Assist are more like our business partner than supplier and we heavily rely on their expertise and the results they deliver are extraordinary – I can’t recommend them more highly.

Lisa Bywaters

We’ve been working with Steve and the team at Business Assist since 2010.  With an information dense website it’s vital for us that our visitors find the information they need, when they need it. The BA team understand that people search for information in an organic way, that it’s not a linear process. By using their expertise, we now have a friendly, welcoming website that allows visitors to find the information they need quickly and easily. They were also extremely helpful when we transitioned to our new name and new website – with everything from developing a new website that incorporated consumer and staff feedback, to developing an SEO strategy and Google Ads campaigns that helped us retain our past users and attract new ones. They’re a professional, friendly team that takes the time to get to know the needs of your organisation and your website users.

Tony Raunic

A few years ago Hunt & Hunt Lawyers decided to put more resources into our SEO.  We interviewed a number of contractors who all promised their services would be superior.  We were struck by Steve Foura and his team’s preparedness to invest time in learning about what was distinctive about our business and what we particularly wanted to achieve.

We appointed Business Assist to focus on SEO improvements for aspects of our property team marketing including our compulsory acquisition advisory services.

The results have been outstanding with web-based enquiries growing exponentially and, critically, the right prospective clients contacting us and invariably converting into fee paying clients.

We certainly recommend Business Assist highly for any professional services business looking to better leverage its internet presence.

Ultimately, Hunt & Hunt asked Business Assist to develop a new website for our national legal group and we are very pleased with the results.

We continue to work with Business Assist today across various teams as we derive great value from Steve’s practical layman’s advice on SEO.  Business Assist also understand our business and genuinely seem to go the extra mile to add value.

Robert Thorpe

It felt that our previous digital agency was not very engaged with our business – there was a real disconnect.  With Business Assist we feel like we’re talking to the people who are actually implementing the campaign, or at least have a very good understanding of it.  We believe this is one of the main  reasons we saw results happen straightaway – increased new customer inquiries from Australia and overseas. But the other thing we get is great advice from Business Assist about things we can and can’t do from a Digital Marketing perspective. We trust really these guys. The other thing we’re getting is the changes we’re asking to make or services we’re changing, it happens really fast – there’s nothing like a 2 week period of waiting.

Amanda Greer

We’re a small business but we try and behave like a bigger company and Business Assist help us lift that bar. They have helped us get ahead of our competitors. We have a strategy meeting soon where we will develop a 5 year plan and we look forward to Business Assist’s input and planning what we should be working with them on for the next 5 years.  Business Assist have a  really good personable team and they tailor to us – we really like the flexibility. We’re very strategic in what we do and Business Assist helps us enhance our competitive advantage by reacting to opportunities quickly. Our position, interests and needs are well aligned.

Dave Porter

Business Assist are responsible for our new leads coming in. Increasingly, we are becoming more and more reliant on digital marketing as the other avenues are either too expensive or deliver little or no return. So we are extremely reliant on Business Assist.  And they have delivered for us for many years and continue to do so in 2020 where we keep having all-time record revenue weeks! We also really appreciate the team at Business Assist and I’ve always enjoyed working with a company that we feel as though they are really part of our team. We have a very healthy working relationship.

Karl Zimmerman

Since hiring Business Assist to take over our in-house Digital Marketing management, our Google Adwords spend has gone down by 75-80% and our traffic has increased by over 150%. To see such a massive drop in spend and yet an increase in traffic has to be one of the biggest and most impressive things I have ever seen.

Also, compared to what we were getting before, we see Business Assist basically as a free investment with the high returns and the increase in traffic we are getting. Not only that, each time we face any problems, the team gives us much valued solutions, not just ‘yes, we can fix that’ but also different options to choose from.

Business Assist gave us the ability to trust them with our money compared to the other 3-4 companies we had before them. We now can see where our money is going and the returns for it. They also take the time to explain details to us and make sure we are given regular updates. As we grow as a business, we see us growing with Business Assist.

Brayden Cameron

We have been using the Business Assist team since 2013. Coming from a trade background in Roofing & Roofing maintenance and jumping into Digital for all that is involved is a daunting task. We know everything worth knowing about our own trade and Digital is such an unknown area. In turn we were so hesitant because we felt like we were getting ripped off from previous attempts with other agencies and any requests for information or advice would have an extra charge or a feel like such an up-sell. Upon working with the Business Assist team we have COMPLETE clarity around the following:

  • Cost Vs Conversion (analytics)
  • Competitor analysis
  • Our target market and how to attract them
  • Brand Strategy Marketing
  • Social Media
  • SEO & so much more.

Providing these services should be a given for any Digital company – however we have found that it is not. Providing this whilst maintaining honesty and transparency even educating us along the way, whilst not making us feel like idiots because we didn’t know certain terms throughout the process is the real benefit working with Business Assist. We have meetings every week / fortnight with the team to report on every aspect of the business on a digital front. We feel the Business Assist team is an extension of our 40 + family. I think we are really fortunate we found a company that propelled us to grow from 2 staff to 40+ in 7 years – they know our company as if it was their own!