CASE STUDY
Turning search intent into a scalable stream of veterinary appointment bookings
The Vet
Google Ads
Year
2025
Timeline
Ongoing
Scope of Work
Google Ads · Performance Max · Search Marketing
Introduction
The Vet, a veterinary hospital in Abu Dhabi, needed a scalable way to turn search demand into appointment bookings. A multi-campaign Google Ads strategy combining Performance Max and Search was built to capture branded, generic and broad-reach demand in one connected system.
A look at how Bond Media's full-funnel Google Ads programme delivered over 8,000 tracked conversions at a blended cost of AED 26.07 each.
Results at a glance
BY CHANNEL
The problem
The Vet needed a scalable way to turn search demand into qualified appointment bookings for a veterinary hospital in Abu Dhabi, balancing broad-reach discovery with brand and generic search intent while keeping cost per conversion sustainable.
Search intent, turned into scalable bookings.
The approach
Performance Max campaigns handled broad reach and demand generation, while generic search campaigns targeted veterinary services directly. Brand campaigns captured high-intent searches from people already looking for The Vet by name.
Bids were continuously optimised using Maximize Conversions and Target CPA, with ongoing conversion tracking and search term optimisation keeping the account efficient as it scaled.
Mapping the LEAD JOURNEY
Step 1
Performance Max for broad reach
Step 2
Generic search targeting veterinary services
Step 3
Brand campaigns for high-intent searches
Step 4
Continuous bid optimisation and search term refinement
The Result
The most efficient channel in the account by a wide margin.
AED 2.82
Cost per conversion delivered by Performance Max, the account's primary volume driver
Across the account, Google Ads delivered 8,045 tracked conversions from 103,821 clicks and 3,047,558 impressions, at a blended cost of AED 26.07 per conversion and an overall conversion rate of 7.30%.
Performance Max was the biggest volume driver, generating 3,230+ conversions at just AED 2.82 each from 2.57M impressions and nearly 70K clicks. Generic search converted at 14.73%, ahead of branded search's 13.09%, showing broad demand-generation and service-specific search terms were both converting efficiently into bookings.
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