Nobody googles “dog desexing” and compares five clinics. They ask their vet. Which means almost all of your marketing has one job: be the clinic they picked in the first place.
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Australian search volumes, Semrush.
Three channels, three jobs. A clinic usually needs all three, staggered rather than launched at once. It is the same model our Brisbane digital marketing agency runs across every industry we work in, only the numbers underneath it change.
META ADS
The single best channel in this vertical, because you can reach new pet owners before they have chosen a clinic. That is the only moment the decision is genuinely open, and it does not show up in search data at all.
GOOGLE ADS
Catches them the moment they search, including the ones Meta warmed up. Fastest of the three to fill an appointment, and the only one working at 11pm when a dog eats something it should not have.
SEO
Takes over the same searches Google Ads is paying for, permanently and for free. Slowest to arrive, cheapest to keep, and the reason your paid bill should fall over time.
Google Ads tells us within about six weeks which searches actually produce booked appointments, so SEO gets aimed at those rather than guessing. Meta reaches new pet owners before they search at all, which is the only moment the choice is open. And as SEO ranks, we pull the paid spend off those terms and move it.
The work behind each one, so you can tell whether a proposal is describing effort or just naming a platform.
THE SLOW ASSET
Google Business Profile built properly, categories right, hours accurate, and a review process that runs after appointments. Suburb pages for the areas you draw from. On this vertical the profile and the reviews matter more than anything written on the site.
THE FAST LEVER
Campaigns split by service, not one campaign called Vet. Negative keywords so you stop paying for veterinary nursing courses, vet salaries, pet insurance comparisons and people looking up symptoms at midnight. Call tracking, because clinics are booked by phone.
THE ONE MOST CLINICS SKIP
The one most clinics skip and the one that matters most here. New pet owners, puppy schools, rescue and rehoming groups, local dog parks. Reaching people at the moment they get the animal is worth more than any keyword.
We start from where your new clients actually come from, not from which service we would like to sell you. An established clinic with a full book needs retention, not advertising. A new clinic needs Google Ads and reviews before the SEO can catch up, and Meta Ads to reach new pet owners first. We will tell you on the call if one of the three is not worth running for you.
Not a strategy document. These are the three pages we would put up first for a Brisbane clinic, why those three, and the numbers behind each one.
Built around “vet near me”
Unusually for this series, the generic term is the priority rather than the trap. It is 40,500 a month, it is where nearly all the demand sits, and it is decided in the map pack on reviews and proximity. Reviews are the work here, not content.
Built around “emergency vet”
5,400 a month and the only search where someone will leave their regular vet. Your number enormous, your hours unambiguous, and if you refer to an after-hours hospital say so plainly. A distressed owner at 11pm is not reading paragraphs.
Built around “puppy vaccination”
Tiny volume, and the most valuable page on the site. This is the moment a household picks a vet for the life of the animal. Puppy and kitten content, first visit expectations, what the schedule looks like. Win here and you have not won a job, you have won a client for a decade.
Tell us your suburbs and the services you want more of. We will come back with the real search numbers for your area and the three pages we would start with. Fifteen minutes, no obligation, and you keep the research either way.
Your Google Business Profile, suburb pages, and local listings optimised so customers in your area find you first.
Technical fixes and service-focused SEO that make your site easy for Google to understand and trust.
Build your reputation through reviews, with monthly reports tracking rankings and leads from organic search.
Site speed, crawlability, schema markup, and Core Web Vitals sorted so Google can index and trust your site.
Service pages and suburb landing pages written to rank and convert, not just fill space.
Backlink building and on-page optimisation that compounds month over month.
Worth saying before you enquire, because it saves everyone three months.
Fast answers, clear decisions.
Spend, leads and trends at a glance.
Your data, your accounts.
Budget goes to what converts.
4+ years average client retention.
Specialists across each platform.
Because in this vertical it genuinely is the market. “Vet near me” does 40,500 searches a month and the service terms are tiny, 720 for desexing and 260 for vaccination. Nobody shops around for desexing, they ask their vet. So the whole game is being the clinic a household picks in the first place.
Agency fees usually work one of three ways: a percentage of ad spend, a flat monthly retainer, or a base fee plus a percentage above a threshold. Percentage models get expensive as you scale and quietly reward the agency for spending more of your money. Ask which model an agency uses and why before you ask for a number.
Eventually, not first. Between them they do about a thousand searches a month nationally, and most of those people already have a vet. The pages are worth having for completeness and for existing clients, but they will not bring you new ones. Emergency and new pet owners will.
More than anything else on this list. “Vet near me” is 40,500 a month and it is decided in the map pack, which is ranked heavily on reviews. If your review count is in single figures, that is the first job and no amount of content substitutes for it.
Hours, phone number and your after-hours arrangement, in the first screen. If you refer to an emergency hospital overnight, say so plainly rather than leaving someone to work it out. Somebody reading that page at 11pm with a sick animal is not reading paragraphs about your philosophy.
Because it is the only moment the choice of clinic is genuinely open, and it does not appear in search data at all. Someone who has just got a puppy will choose a vet within a fortnight and then stay for a decade. Reaching them then, through Meta, puppy schools and rescue groups, is worth more than any keyword. Our social and paid social team handles it.
Veterinary nursing courses, vet salaries, vet science degrees, pet insurance comparisons, and the enormous volume of people googling symptoms at midnight with no intention of booking. On broad match an account buys all of it.
Google Ads produces calls within days. Organic and the map pack take three to six months to move, and reviews can shift the map pack faster than either if you are starting from a low base.
Yes. Search behaviour is the same across Australia, only the suburbs and the competitor set change. The volumes quoted on this page are national.
We look at your Google Business Profile and hours, your reviews against the clinics ranking above you, whether your emergency information is findable, and where your new clients are currently coming from. You get it in writing and you keep it either way.
