Veterinary clinic Clover: when a doctor treats animals, and a marketer handles advertising en

#medicine

Task and reason

When the clinic contacted us, the head doctor himself was in charge of advertising. The campaigns were set up superficially, the semantics were not fully collected, and some of the settings simply prevented the ads from being shown. At the same time, the clinic had a clear goal: to increase the number of calls and requests with a CPA of no more than 500, working within a limited budget of 35–45 thousand rubles per month.

Growth plan

We started with a comprehensive audit. Our goal was to identify every little thing that prevented advertising from working, and build a system so that every ruble invested would produce results.

500₽

Average CPA

200

Calls

100

Conversions

Plan included:

A complete reassembly of semantics - especially in areas that most often require urgent help: hospital, x-ray, ultrasound, veterinary dentistry, traumatology.
Adaptation of keywords to the new location of the clinic - after the move, the previous semantics lost relevance (for example, “Bogorodskaya Square veterinary clinic”, “Preobrazhenskaya veterinary dentistry”, etc.).
Relaunching MyTarget - we disabled ineffective formats and prepared the basis for expansion. Currently under discussion is connecting audio advertising.
Creation of new banners in all necessary formats - visually clear, informative, with an emphasis on services and promotions.
Systematic work with USP: discounts for pensioners, happy hours, discounts for reviews, promotions on service days - all this became part of the announcements and increased the attractiveness of the offers.
Regular recommendations to increase the budget, since it is this that directly limits the volume of applications

Promotion

The main platforms are Yandex Direct and MyTarget.
We divided the campaigns according to the logic of customer behavior: urgent services - emphasis on search, less urgent - YAN and MyTarget. This helped redistribute the budget so that each channel brought in orders at the target price.

Result

Even without increasing the budget, we achieved a stable increase in requests.

In 4 months (April–July) the clinic received:

275 calls
135 conversions
Average CPA - 459 ₽ (if the goal is not higher than 500 ₽)

Moreover, the lead structure showed the expected picture:
Search - 60%, YAN - 20%, MyTarget - 20% — a high percentage of searches is associated with a large number of emergency cases (fractures, injuries, resuscitation).

As a result, the clinic's database was replenished with approximately 400 new potential clients - pet owners who now know about the clinic and can contact again.