All Ears Vet: 37% more new clients for an independent Brooklyn clinic

All Ears Veterinary is an independent veterinary clinic in Brooklyn, specializing in low-stress care for cats, dogs, and exotic animals. Its veterinarians are Fear Free® certified and focus on a gentle approach and personalized treatment in a modern, animal-friendly environment.

• Ineffective campaigns and wasted potential. AllEarsVet's marketing activities were limited solely to Google Ads campaigns, which had been set up by a Google representative in March 2022. However, they lacked segmentation and optimization, which resulted in traffic coming mainly from brand-related phrases or irrelevant searches, such as 'puppy list' or 'dog grooming'.
• Limited conversion tracking. Conversion tracking was limited: it was only possible to monitor clicks on the 'Book an appointment' button, without integration with the main CRM system supported by an external provider, Vetstoria.
• Self-optimisation added to the chaos. The owner's attempts to optimize on his own did not bring the expected results, and the changes introduced based on Google Ads system recommendations only added to the chaos.

Together with the client, the decision was to use not only Google Ads but also to expand the activities to include Meta Ads as the main channel for acquiring new clients, due to its visual formats and accessibility. At the start, the most important step was improving the tracking of analytics data on the website, which enabled later optimization of the main goal: appointment bookings.

Tracking

• Full tracking of all the necessary events on the site was implemented, including clicks on the email and phone number buttons and the entire appointment-booking path.
• All of these events were implemented as conversions in the Google and Meta Ads accounts.

Google Ads restructure

• The single search campaign was split into prospecting and brand campaigns, which made it possible to precisely adjust the budgets between them.
• The brand campaign remained on a low budget, while the prospecting campaign was structured to generate traffic from several categories: "near me" keywords for local searches, "vet", "animal clinic", and "services" containing the precise names of the services offered by the clinic.
• In 2024, a Performance Max campaign was tested, using creatives that had previously proven effective on the Meta platform. After a few weeks its effectiveness was lower compared to standard search ads, so the experiment was ended and efforts focused solely on search campaigns.

Meta Ads from scratch

• The Meta Ads account was new, so it was created in line with best practices, starting with "warming up" the algorithm with a traffic-generation campaign, using photos taken at the clinic in recent months.
• Over time, Meta gathered enough data to launch a new campaign optimized for the main conversion: appointment bookings.
• In 2024 the owner, as a sole proprietor, did not have the ability to regularly provide fresh photos. The lack of new creatives resulted in the same ads being shown repeatedly, which led to a high frequency of impressions and a drop in campaign effectiveness.
• To solve this, AI tools were tested: with a little help from real photos, images of a quality sufficient to run the campaigns smoothly were generated.

New services, new campaigns

At the end of 2024, All Ears Vet expanded its team with a new specialist and added treatment services for exotic species (birds, reptiles, and rodents).

• New advertising campaigns in Google and Meta were prepared, tailored to promoting the expanded offer.
• The Meta Ads proved particularly effective even before the official launch of the new services, because promotion started two weeks in advance.
• Campaigns focused on exotic animals became an important element of the advertising ecosystem, enabling the consistent acquisition of new clients every month from the moment they were implemented.

New-client focus (2025)

• Until then, all campaigns had focused on acquiring new clients. A list of existing clients was uploaded as exclusions across all active campaigns in Google Ads and Meta Ads.
• Together with the team at Vetstoria, the veterinary appointment scheduling platform used by All Ears Vet, the ability to precisely track new clients through the use of a specific URL parameter was discovered, and web analytics adjusted to provide high-quality data for each advertising platform and Google Analytics 4.
• At the end of February, the optimization goals across all campaigns were changed, focusing on events related to appointment bookings by new clients.

Comparing the results from the second half of 2024, when the full scope of activities was implemented, to the same period in 2023, the average daily number of new clients acquired increased from 4.9 to 5.9, which represents a 37% increase.

Thanks to precise targeting and the continuous refinement of ad creatives, the number of impressions for brand-related keywords increased by 4,500, and the number of clicks grew by an additional 900 year over year in a period of just three months. All of this was achieved solely through Google and Meta Ads campaigns, without any additional brand-awareness activities.

The overriding goal remains scaling the advertising campaigns in order to acquire new clients, this time using the highest-quality event data. Over the next few months, the owner plans to open another All Ears Veterinary clinic in the New York metropolitan area.