Overview
National Veterinary Associates (NVA), a leading veterinary healthcare network, needed to improve the efficiency of its paid search campaigns across multiple local practices.
In a highly competitive category, where cost-per-click can be extremely high—driving qualified leads while maintaining profitability was a critical challenge.
NVA partnered with The COOL Company to optimize its paid search strategy and improve cost efficiency at scale.
Strategy
The COOL Company implemented a hyperlocal, data-driven paid search approach focused on precision and efficiency:
- Refined keyword strategy: Prioritized high-intent, qualified search terms while eliminating costly, low-performing keywords
- Hyperlocal targeting: Focused spend on high-impact geographic regions to improve relevance and conversion rates
- Localized creative: Tailored ad messaging to align with local audiences and search behavior
- Continuous optimization: Leveraged real-time performance data to adjust campaigns and maximize efficiency
- Streamlined execution: Simplified the management of multiple campaigns across locations through a centralized platform
This approach ensured ads reached the right audience at the right moment—driving more qualified leads while reducing wasted spend.
Results
The COOL Company transformed paid search from a high-cost channel into a scalable, high-efficiency growth engine—driving sustained cost improvements and stronger local performance.
- Sustained performance improvement:
- 27 consecutive months of cost-per-booking improvements
- Significant cost efficiency gains:
- 60% reduction in cost-per-booking
- Higher-quality leads:
- Improved targeting drove more qualified traffic and conversions
- Operational impact:
- More efficient campaign management across multiple locations
- Stronger foundation for continued growth and expansion
