How Vets On Crown became the clinic Google's AI quotes on vet costs

Where they started

Vets On Crown had traffic, but the wrong kind: visitors reading pet-health articles, not booking appointments. Google saw a health library where a clinic should be.

The previous agency's ads ran on one broad keyword with no call tracking, so nobody could say which searches brought a client through the door. That is the common state: in our check of 559 vet websites, six in ten advertising clinics had no Google Ads conversion tag.

What we built

• The website, rebuilt across 37 pages. Twelve pages were written fresh, alongside service pages, four suburb pages, custom icons for every service and a structure Google reads in one pass.
• Prices on the page. Consults from $98 and vaccination prices are published where pet parents can see them, which no nearby clinic does.
• The clinic made unmistakable to Google. Structured data declares what and where the clinic is, FAQs are written so Google can lift them into answers, and every title was rewritten.
• Google Ads rebuilt from the ground up. The campaign has a main ad group for general searches, separate ads for dental, desexing and vaccinations, and single high-intent terms like "vet Surry Hills".
• Real photos and real prices in the ads. Four photos of the team and the published price list show inside the ads themselves, at no extra cost.
• Every call and booking counted. Call tracking tells new callers from existing clients, online bookings are tracked from ad to form, and the bidding is pointed at new clients.
• Reviews and reputation. The front desk has a review-collection script, fresh five-star reviews go onto the site, and a monthly scoreboard reports enquiries against what they cost.

Why it works

A pet parent in Surry Hills comparing three clinics on a phone is looking for reasons to relax. A price they can see, the same vet every visit and 25 years on Crown Street are those reasons, and so are 335 Google reviews.

Google reads the same signals. A site that says plainly what the clinic is, what it charges and where it is becomes the one an AI answer can quote.

What happened

The traffic changed shape: around half of all visits are now booking-intent, the kind that become appointments. The ads deliver enquiries at $41.40 on average, and at $10.39 on the clinic's best search, "vet Surry Hills".

In July the ads brought 52 new enquiries. Since May, our estimate is that every $1 on ads has come back as about $12 in the new clients' first month of care. Unpaid search added 245 enquiries of its own over 60 days, and the Google listing itself started 1,145 phone calls.

When Sydney pet parents ask Google's AI what a vet visit costs, the answer quotes Vets On Crown alongside brands many times its size.

Today

The clinic Google once filed as a library is now the one its AI puts forward, backed by 335 reviews. The next round is already written: refreshed titles where the clinic shows often but gets few clicks, and a fuller Google listing.