Surpassing a lead goal by 130% with a focused paid search campaign for an animal health company

Challenge

This client is a global animal health company focused on innovation. A new initiative aimed to connect with first-time puppy owners and guide them to partner veterinary clinics.

The campaign offered three value exchanges: a long-form guide for new puppy owners, a sweepstakes for puppy supplies, and a free preventive care offer. The client had an established marketing strategy, but this initiative needed a direct, effective lead generation campaign.

Solution

Paid search was the clear choice to reach the right audience with the right message. We broke each value exchange into its own campaign, built keyword lists around each one, and used Responsive Search Ads with a Maximize Clicks bid strategy.

Within 24 hours of launch, the campaign was producing a lead roughly every two hours with a click-through rate of 2.5% or higher. From there, we used Google’s attribution reporting to see which headlines and descriptions each audience engaged with most, and optimized around them.