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

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.

Together with the client, we decided to use not only Google Ads but also to expand our activities to include Meta Ads as the main channel for acquiring new clients, due to its visual formats and accessibility. This allowed us to reach pet owners and people interested in veterinary services more easily.
At the start, the most important step was improving the tracking of analytics data on the website, which enabled us to later optimize our main goal—appointment bookings.

• Our developer and analytics consultant, Marcin, implemented full tracking of all the necessary events on the site, 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.

In the meantime, Dorota, our Google Ads specialist, took over the account with the intention of restructuring it, so that All Ears Vet could acquire new clients more effectively.

• She split the single search campaign 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, such as:
  • “near me” keywords for local searches
  • “vet”
  • “animal clinic”
  • “services” containing the precise names of the services offered by the clinic.
• In 2024, we tested a Performance Max campaign, using creatives that had previously proven effective on the Meta platform. However, after a few weeks, we noticed that its effectiveness was lower compared to standard search ads. As a result, based on the results obtained, we decided to end this experiment and focus our efforts solely on search campaigns.

The Meta Ads account was new, so we created it in line with best practices.

• To begin with, we focused on “warming up” the algorithm with a traffic-generation campaign, using photos taken at the clinic in recent months.

• Over time, Meta gathered enough data, which allowed us to launch a new campaign optimized for the main conversion: appointment bookings.
• However, in 2024 we encountered another challenge—Joey, as a sole proprietor, did not have the ability to regularly provide fresh photos for our ads. 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. Delivering fresh content became crucial for maintaining engagement and good results.
• To solve this problem, we decided to test new possibilities using AI tools. With a little help from real photos, we generated images of a quality sufficient to run our campaigns smoothly.

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

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

At the beginning of 2025, we decided to take our marketing activities to a higher level.

• Until then, all our campaigns had focused on acquiring new clients.
• To increase their effectiveness, we uploaded a list of existing clients as exclusions across all active campaigns in Google Ads and Meta Ads, which allowed us to focus solely on new audiences.
• Together with the team at Vetstoria, the veterinary appointment scheduling platform used by All Ears Vet, we discovered the ability to precisely track new clients through the use of a specific URL parameter.
• Marcin once again took over the adjustments to our web analytics, providing us with high-quality data for each advertising platform and Google Analytics 4.
• At the end of February, we changed the optimization goals across all campaigns, focusing on events related to appointment bookings by new clients.
• From that point on, our advertising activities were fully focused on acquiring new clients, which allowed us to manage the budget more effectively and increase campaign effectiveness.

Comparing the results from the second half of 2024, when we implemented the full scope of our activities, 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 our 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. We achieved all of this solely through Google and Meta Ads campaigns, without any additional brand-awareness activities.

Our overriding goal remains scaling the advertising campaigns in order to acquire new clients, this time using the highest-quality event data. What’s more, over the next few months, Joey plans to open another All Ears Veterinary clinic in the New York metropolitan area.