Pet Care Partners – Google Ads Case Study
The Project Background
Pet Care Partners is an emergency pet care and trauma facility located in the Santa Clarita area, providing 24/7 treatment for emergencies, urgent surgeries, and veterinary diagnostics. Despite spending between $800 and $1,000 per month on Google Ads, they were facing recurring disapproval issues with ads for violating Google Ads policies and having no compliant landing page that the ads would fully advertise.
They needed quick solutions and a compliant and economical pay-per-click (PPC) strategy to deliver emergency calls and bookings consistently.
Key Objectives
- Fix the ad disapproval issues due to Google Ads policy “Medical Treatment Names or Conditions.” Create a compliant landing page that is compliant with Google Ads.
- Increase calls and bookings appointment inquiries for the emergency services.
- Lower cost per click (CPC) and improve conversion performance.
- Implement reliable conversion tracking of bookings and phone calls.
The Project Challenge
When we took over, the major issues were:
- Google Ads campaigns continually got disapproved because of content that violated Google’s policy related to medical treatments
- The site copy for the landing pages was very technical and mentioned medical conditions, causing compliance triggers
- The client was receiving few conversions despite spending a significant amount (~$17,000)
- Keywords like “emergency vet” and “urgent care vet” were providing expensive clicks without proportional results
Key Issues
Here is what the account looked like before the solutions:
- Many keywords had 0 conversions
- Broad match terms were triggering irrelevant traffic
- Campaigns were either paused or flagged as “Not Eligible.”
- There was no meaningful call tracking or GA4 setup in place
The Solution
Given a recurring history of Google Ads disapprovals, limited traffic, and low conversions with significant ad spend, Pet Care Partners approached Infinity Digital to remediate compliance issues and to rebuild a high-performance advertising strategy. Our objective with Pet Care Partners was to get full engagement and tracking set up, and develop advertising that complied with Google Ads policies and optimized for local emergency intent. In other words, we changed the narrative to go from a difficult and disheveled ad account to a relaxed and sustainable advertising strategy.
Key Actions Taken:
- Identified and rebuilt their advertising campaigns using Search and Performance Max with compliant keywords
- Maximize Conversions bidding strategy actioned
- Implemented call tracking, form tracking via GA4, and GTM
- Targeted high-converting phrases relevant to emergency veterinary care: “pet emergency near me”, “veterinary care Santa Clarita”, “nearest vet open now”
- Established a routine for pausing low-quality keywords and improving ad relevance
Key Insights
Our Results
When we launched the new campaigns, we achieved 1,470+ clicks, 308.5 tracked conversions, and a relatively stable cost per conversion of ~$55.10 while in 100% compliance with the policies set by Google Ads. Also, targeting high-intent keywords, like “veterinary center near me”, led to solid CTRs and conversion rates. With call tracking properly set up, the clinic was at last deciding and managing leads effectively, allowing them to be more productive with their $17,000 budget.
What our campaigns delivered after our entire transformation and content strategy:
- Clicks: 1,470+
- Impressions: 38,100+
- Conversions: 308.5
- Total Ad Spend: $17,000
- Cost per Conversion: ~$55.10
- Campaign Approval: 100% compliant
- Keywords like “veterinary center near me” & “pet care vet hospital” saw great CTRs and conversion rates.
- Conversions were improved with better call tracking for the clinics’ follow-up and appointment management, as “Not Eligible.”
- The monthly optimizations allowed us to consistently drive our costs down and generate leads over time.
Client Feedback
“Our ads were being rejected all the time, and we had no idea why. Infinity Digital fixed our landing page, built compliant campaigns, and now we’re getting real calls and bookings. Total game changer.”
— Pet Care Partners Team
— Top Rated PPC Agency
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