How did All Ears Vet increase new customer acquisition by 37%?

About the client

All Ears Veterinary is a Brooklyn-based independent clinic specializing in low-stress care for cats, dogs, and exotic pets. Their Fear Free® certified vets prioritize and focus on gentle handling and personalized treatment in a modern, pet-friendly environment.

Challenges

In September 2023, Joey Kleindienst, CEO of All Ears Veterinary, contacted us in search of a marketing partner capable of scaling his clinic’s new client acquisition.

At that time, his only digital marketing activities were focused solely on Google Ads. A Google representative set up the account in March 2022, leaving Joey with running ads but with no true segmentation and optimization. Although new client numbers had increased, most of the traffic came from brand keywords or irrelevant searches like “puppy list” or “dog grooming”, which had little to do with his business.

It was also impossible to track the number of conversions that came from brand and prospecting keywords due to the simplicity of website event tracking. Even though simple actions like button clicks were easily measured, there was no visible connection to the main CRM system, which was supported by an external provider, Vetstoria.

As time passed, Joey tried to optimize the account himself, but it proved inefficient. Up to September 2023, most changes were based on recommendations from the Google Ads system, adding even more chaos to the previous structure.

Solution

Together with our new client, we decided to use not only Google Ads but also Meta Ads as a main channel of new client acquisition due to their visual formats and availability. This allows us to easily target pet owners and people interested in veterinary services.

At first, the most important thing to do was fix the web analytics tracking, which would allow us to optimize our primary goal—appointment bookings.

• There was no evidence of a proper measurement since there was only a single micro conversion – clicking a “Book a visit” button on the website.
• Marcin, our analytics developer, immediately took action and provided us with full tracking of all necessary events on the website, including mail and phone number button clicks and the whole journey regarding appointment bookings.
• All of these events were implemented as conversions to both Google & Meta Ads accounts.

In the meantime, Dorota, our Google Ads Specialist, took over the Google Ads account with one purpose—to restructure it so that All Ears Vet can generate new client acquisition at a much better rate.

• She separated the only Search campaign into prospecting and brand, which was the first step in accurately adjusting budgets between the two.
• The brand campaign remained on a low budget, while the prospecting campaign was structured to generate traffic from several categories, such as:
  • “near me” keywords for local intent
  • “veterinary”
  • “pet clinic”
  • “services” containing precise names of services offered by the clinic.
• In 2024, we tested a Performance Max campaign using images that had performed well on Meta. However, after a few weeks, it was clear that it wasn’t as effective as standard Search Ads. Based on the results, we decided to stop the experiment and continue focusing only on Search Ads.

Meta Ads account was a new one, so we created it according to the best practices.

• For the beginning, the main focus was to warm up the algorithm with a campaign focused on traffic generation, using real photos took in a clinic in the recent months.

Examples of Meta ad creatives

• As time flew by, Meta had enough data so we could start a new campaign optimized for the main conversion: appointment bookings.
• But in 2024, another unusual challenge occurred—Joey, as a solopreneur, did not have time to provide us with the necessary number of new images so our ads wouldn’t get “exhausted” by the high frequency.
• But in 2024, we faced another unique challenge—Joey, as a solopreneur, didn’t have the time to regularly provide fresh images for our ads. Without new creatives, Meta kept showing the same ones repeatedly, leading to a high ad frequency. As frequency increased, performance declined, making it crucial to supply fresh content to keep engagement and results high.
• We also decided to test new opportunities with AI tools, which, with the small help of real photos, generated images at a quality sufficient to make our campaigns run smoothly.

Example of AI-generated assets

Getting closer to the end of 2024, All Ears Vet acquired a new staff member and launched services related to exotic species treatment, such as birds, reptiles and rodents. ‘

• The MTA team prepared drafts of new campaigns in Google and Meta.
• Meta Ads proved helpful before the service started, as we promoted its launch two weeks prior.
• Exotic pet campaigns became a vital part of our advertising ecosystem, allowing us to acquire even more new clients every month since then.

As 2025 started, we wanted to make our efforts better than ever.

• Up to this point, all our activities were focused on prospecting, so we uploaded the clients list as exclusions to all active campaigns.
• But together with Vetstoria support, the veterinary appointment scheduling software that All Ears Vet uses, we discovered that this system allows precise tracking of new clients, thanks to a specific URL parameter.
• Marcin once again took over the adjustments to our web analytics, providing us with quality data for each advertising platform and Google Analytics 4.
• By the end of February, we shifted our optimization goals for all campaigns to this event.
• From this point, our advertising efforts shifted solely to new client acquisition.