Industry Guide · 13 of 15 chapters published
Google Ads for Veterinarians, From Checkups to the ER.
A vet practice hears from a worried owner at midnight, a new puppy owner planning shots and a longtime client saying goodbye, often on the same day. These fifteen chapters build a Google Ads account for all three in the order that works, using real searches, websites and owner reviews from one example market, Denver. The method works for practices anywhere in the US.
Fifteen Chapters, From First Call to Full Account
Starting fresh? Read from Chapter 1. Each chapter picks up where the last one ends.
Measure
Count every call, booking and walk-in, and know what a client is worth
Vet Clients Call, Book Online or Just Show Up. Google Needs to Count All Three.
A Worried Owner at Midnight and a New Puppy Owner Need Different Ads
A $200 Vet Visit Undersells a Puppy Who Could Need You for Twelve Years
Build
Win the searches that book exams, then the long tail
Google's Ad Rank Weighs the Hour and the Searcher's Location, Not Just Your Bid
Your Vet Keyword List Will Fill Up With Shelter and Adoption Searches. Cut Them First.
Exact Match Holds "Vet Near Me." Broad Match Finds the Cat, Exotic and After-Hours Searches.
Hospital Groups Hold 13 of the 31 Vet Ad Accounts in One Market. Pick the Fights Worth Paying For.
Owners Praise the Vet Who Gives the Estimate First. Say It in Your Headline.
Launch
Settings that match your hours and your neighborhood
Scale
More reach, once the account knows what a real client looks like
Your Client List Can Steer Performance Max. Keep Euthanasia Pages Out of It
Demand Gen Can Reach the Clients Who Skipped Last Year's Checkup
Local Services Ads Have a Veterinarian Category. Missed Calls Push You Down It
AI Max Writes Ads From Your Website. Only Board-Certified Vets Can Be Called "Specialists"
Veterinary
Emergency care, and care at the end of a pet's life
Emergency vs Wellness Campaigns
End-of-Life Care Ads
The Rollout, Month by Month
The order matters as much as the campaigns. Each step waits until the one before it has taught Google something.
Isolation and brand
Exact match on the searches most likely to book an exam, plus your practice and doctor names.
Exploration
Broad match with a target CPA, once booked visits reach about 30 a month.
Performance Max
Only after months of clean data, with your client list as a signal and end-of-life pages kept out.
Demand Gen
Video and display that bring back clients who skipped a year.
Local Services Ads and AI Max
Pay-per-lead ads that reward a phone someone answers, and Google's newest automation, fenced in.
How to Use This Guide
Brand-new account?
Read in order. Tracking and budget come before the first keyword.
Chapter 01 →Ads already running?
Check tracking and settings first. Uncounted calls and ads running after hours are where most budgets leak.
Chapter 09 →One example market
Examples come from Denver practices, described as we found them. Run the same steps in your own market.
Chapter 05 →Rather Have Us Build It
For Your Clinic?
We build veterinary accounts in this order. See our Google Ads management.
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