How First Paw gets 213 new-client enquiries in 180 days, at $18.48 each

Where they started

A mobile vet serves the suburbs its van can reach, and competes against clinics with waiting rooms and bigger budgets. Winning meant being sharper, not louder.

There is also a trust question a clinic never faces. A pet parent is inviting a stranger into their home, so the website has to do the introducing before the van pulls up.

What we built

• A website that introduces the vet. Dr Laurence and how he works sit on the homepage, alongside the reviews and a plain how-it-works walk-through, so nobody books blind.
• Pages for 23 suburbs. Each is written for the pet parents living there and links to every service, which is how the site ranks across the whole service area.
• Online booking in about two minutes. The booking page carries the site's conversion. Over autumn 2026, 97 of 106 new clients booked online without needing to phone first.
• Ads that only show where the van goes. Targeting is set by real drive times, so no dollar chases a suburb First Paw does not serve. The ad copy comes out of First Paw's own reviews, so pet parents recognise themselves in it.
• Every call and booking counted. Call tracking and booking tracking feed Google's bidding with real clients, which is why the cost per enquiry keeps falling.
• A monthly scoreboard matched to Petbooqz. New clients are matched against the practice system, so the report shows what marketing actually banked. Leave weeks are marked, so a quiet month is never misread.
• A whole-of-business review from seven years of records. Every invoice, client, booking and review since 2019 went into a plan that priced each path to growth in the practice's own numbers.
• The small things that keep a site healthy. Fresh reviews go up every few months, newsletters become pages, WordPress leftovers were cleared from Google's index, and a welcome video is in the edit.

Why it works

A home visit is a bigger act of trust than a clinic visit, and the website carries all of it. By the time someone reaches the booking page they have seen the vet, read the five-star reviews and know exactly what happens on the day.

That is why nine in ten new clients book online without a phone call. The ads and the suburb pages decide who arrives, and the site does the convincing.

What happened

The campaign brought 213 new-client enquiries in 180 days, at $18.48 each, well under the $25 to $50 clinics typically pay. Google rates the core ads 10 out of 10 for how well search, ad and page match, which makes every click cheaper.

Organic search now does the heaviest lifting. Around 80% of new clients arrive from organic search, with First Paw first in Melbourne for several mobile-vet searches and 307 Google reviews at 5.0.

Those enquiries are the base, not the ceiling. First Paw's own records show a client who comes back is worth about three times a one-visit client. That is why the business review put keeping clients ahead of buying more demand.

Today

The account holds only a fraction of the available impressions, which means room to grow without the price of an enquiry rising. The growth plan is priced in the practice's own numbers, and the video is next to land on the site.