(800) 430-622340%
lower cost per lead than the practice's own planning benchmark
veterinary practice marketing
Brook Farm Veterinary Center
1 in 5 search clicks became a new-patient lead, at a cost per lead 40% below the practice's own benchmark.
88%
of new leads were phone calls, the practice's number one goal
1 in 5
paid search clicks became a tracked lead
100%
of weeks on the program produced new tracked leads, no dead weeks
About the Client
A hometown hospital in a crowded market.
Brook Farm Veterinary Center is a privately owned, AAHA-accredited animal hospital in Patterson, New York, about an hour outside New York City. The practice pairs full-service veterinary medicine with dog boarding and daycare, in one of the most crowded veterinary markets in the region, with competing practices on every side.
The Challenge
Winning on social. Invisible on Google.
Social ads were pulling their weight, but Google was a blank. No search campaigns, no local services presence, and no reliable way to count what a marketing dollar actually produced: analytics pointed at the wrong property and nothing tied a booked appointment back to the click that caused it. In a market dense with competitors, the channel where pet owners actively search for a vet was going entirely to the neighbors.
The Plan
1Launch where pet owners search
We took the practice onto Google's local services listings from a standing start: a brand-new account, screened and verified, built to put the hospital at the top of nearby searches with a guarantee badge behind it.
2Make every dollar count
Measurement was rebuilt around real booking intent on the practice's new site: call tracking that attributes every ring, and conversion actions wired to the actual booking flow instead of raw page views.
3Build paid search from zero
New search campaigns around the services neighbors actually look for, from urgent visits to boarding, tuned week by week as the data came in.
4Keep the math honest
When the practice ran its own ROI numbers on assumptions, we re-pulled every figure from the ad platforms directly. Actual cost per lead came in about 40% below the assumed benchmark, with more leads than the practice had counted.
The Website
The practice's own new site, finally put to work.
The Results
A new channel, built from zero.
From no Google presence at all, the program turned local search into the practice's newest lead channel: a steady flow of charged leads, nearly nine in ten of them phone calls, at a cost per lead roughly 40% below the benchmark the practice had been using in its own ROI math. The flow was continuous rather than a launch spike: new tracked leads arrived every single week of the engagement. And because every figure was audited against the ad platforms directly, the practice knew the numbers were real.
Where the leads came in: mix across the entire engagement
88% phone calls4%Direct bookings
8%Messages
88%Phone calls