Background
National Veterinary Associates, North America’s largest chain of franchised veterinary clinics, was not getting adequate ROI for their multi-million $ digital ad spends. We were hired to improve the Google Ads performance for 250 of their 450 clinics, where Google Ads had not been so successful.
What we did
- We set up Google Search and Facebook campaigns for 250+ clinics. This was a large operation with 300 campaigns, thousands of ad groups and tens of thousands of ads and keywords each. The task was to optimize the campaigns to make sure each clinic gets a minimum level of incoming calls (leads).
- We made good use of Google Ads Editor to manage the large number of campaigns and keywords.
- A monitor was set up to track the lowest 10 performing clinics each week and take corrective actions.
- Google Data Studio was introduced to track the campaign performance.
Results
The campaign performance improved month on month for 9 straight months.
We achieved high conversion rates of over 25% (1 call per 4 clicks).
A 3rd party audit was done of our campaigns, by the client using a Google Ads specialist. Our strategy, campaign structure and ROI was found superior to that of another digital agency which had also been awarded a contract with a smaller number of clinics.
Our successful win and management of this client let us to getting the Race to Prague Award from Google – given to select Google Partner agencies – for two successful quarters.
