How First Paw gets 213 new-client enquiries in 180 days, at $18.48 each
First Paw is a mobile vet serving inner Melbourne, and has worked with For Vets since 2022 across its website, Google Ads, SEO, call tracking and reporting. This is the story of how a mobile vet locked to the suburbs its van can reach became the one Melbourne finds first, at a cost per enquiry well under what clinics typically pay.
- $18.48 per new-client enquiry
- 213 new-client enquiries in 180 days
- #1 in Melbourne for several mobile-vet searches
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.
What we did
- Ads that only show where the van goes. Targeting set by real drive times, so no dollar chases a suburb First Paw does not serve.
- Ads written from what clients already say. The words came out of First Paw's own reviews, so pet parents recognise themselves in them.
- Every call and booking counted. Google's bidding learns from real clients, which is how the cost per enquiry keeps falling.
- A site built to be found. Suburb pages and clean structure put First Paw in front of pet parents across the whole service area.
What happened
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.
And organic search now does the heaviest lifting: 80% of new clients come from organic, with First Paw sitting first in Melbourne for several mobile-vet searches.
Today
The account holds only a fraction of the available impressions, which means one thing: room to grow without the price of an enquiry rising.