Contextual advertising for a veterinary center
About the project
A modern veterinary center offering a wide range of services for pets. We were engaged to rebuild and scale Google Ads for an 8‑year‑old corporate website serving the Vinnytsia region. The scope covered end‑to‑end PPC management across Search and Performance Max, plus analytics and tracking.
Objectives
- Expand the client base
- Increase average order value
- Optimize ad spend
Problems and overall strategy
Before our engagement, ads were already running. Based on a preliminary audit of the ad account, we identified several critical issues:
- A legacy campaign type was in use that’s no longer supported
- Irrelevant keywords were being used
- Informational keywords were missing
- No negative keywords
- Analytics was not configured
- Conversions were not set up
As a result, the campaign’s effectiveness was under 50 clicks per month and could not meaningfully increase sales.
What we did
First, we fixed all site-related issues, expanded the site structure, and increased the number of services. Our core approach focused on:
- Analyzing the USP and landing pages
- Implementing call tracking
- Installing and configuring Google Tag Manager (GTM)
- Creating banners for ad campaigns
- Setting up search campaigns for all services
- Launching a branded search campaign
- Launching a competitor search campaign
- Adding a Performance Max campaign with strong, unique USP-driven banners, targeted by search themes and audience signals
Results
- Impressions +391%
- Clicks +166%
- CPC +5%
- Leads +553%
- Conversion rate +106%
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About the project
A modern veterinary center offering a wide range of services for pets. We were engaged to rebuild and scale Google Ads for an 8‑year‑old corporate website serving the Vinnytsia region. The scope covered end‑to‑end PPC management across Search and Performance Max, plus analytics and tracking.
Objectives
- Expand the client base
- Increase average order value
- Optimize ad spend
Problems and overall strategy
Before our engagement, ads were already running. Based on a preliminary audit of the ad account, we identified several critical issues:
- A legacy campaign type was in use that’s no longer supported
- Irrelevant keywords were being used
- Informational keywords were missing
- No negative keywords
- Analytics was not configured
- Conversions were not set up
As a result, the campaign’s effectiveness was under 50 clicks per month and could not meaningfully increase sales.
What we did
First, we fixed all site-related issues, expanded the site structure, and increased the number of services. Our core approach focused on:
- Analyzing the USP and landing pages
- Implementing call tracking
- Installing and configuring Google Tag Manager (GTM)
- Creating banners for ad campaigns
- Setting up search campaigns for all services
- Launching a branded search campaign
- Launching a competitor search campaign
- Adding a Performance Max campaign with strong, unique USP-driven banners, targeted by search themes and audience signals
Results
- Impressions +391%
- Clicks +166%
- CPC +5%
- Leads +553%
- Conversion rate +106%