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Fetching Better Leads from SEO and Paid Ads
How a strategic combination of paid media and SEO drove more appointments, lifted local visibility, and connected more pet owners with trusted veterinary care.
Client
Coastal Veterinary Care
Services
SEO, Paid Advertising, Organic Social
Industry
Veterinary Care, Local Services
Platforms
Google, Google Ads, Meta Ads
Increase in Organic Traffic
577%
New Leads Per Month
350+
Project Overview
Coastal Veterinary Care set out to grow its client base without filling the schedule with low-value, one-time appointments. The clinic needed a digital marketing strategy that could attract more pet owners worth keeping, improve visibility for high-intent local searches, and give a clearer picture of which marketing efforts were actually generating appointments.
After more than two years of partnership with 20North, Coastal Veterinary Care strengthened its local search presence, sharpened its targeting, and built a more consistent pipeline of new leads. Organic traffic climbed more than 570% and contacts followed, with the growth holding steady enough that the clinic added another veterinarian to keep up with demand.
Key opportunities included:
- Attracting more high-value, long-term clients
- Reducing traffic from low-intent and price-focused searches
- Improving visibility for competitive local veterinary terms
- Connecting marketing performance more closely to calls, forms, and appointments
- Building a more predictable system for ongoing client acquisition
Project Execution
20North developed an integrated SEO and paid media strategy focused on increasing appointment opportunities while reducing wasted spend.
Paid Media
- Refined keyword targeting around high-intent veterinary services
- Reduced spend on low-quality, irrelevant, and price-focused searches
- Improved geographic targeting to reach pet owners within Coastal Veterinary Care's service area
- Tested service-specific and seasonal messaging
- Strengthened landing-page alignment between ads, services, and customer intent
- Monitored call and form quality to guide ongoing campaign optimizations
- Maintained an active optimization cadence rather than a "set it and forget it" approach
SEO Strategy
- Improved local visibility for high-value veterinary searches
- Optimized service pages around the terms prospective clients use when looking for care
- Built out new service pages around high-intent veterinary service terms
- Strengthened the site's content and search structure
- Focused on non-branded discovery to reach pet owners not already familiar with the clinic
- Improved visibility for searches such as "myrtle beach vet" and "emergency vet myrtle beach sc"
- Built sustainable organic traffic alongside paid lead generation
- Updated the Google Business Profile to reflect services correctly and post up-to-date information
- Ran monthly SEO audits and technical work
- Developed a blog strategy focused on attracting new audiences and supporting conversion-ready users
The non-branded push worked. Organic users grew 577% year over year and sessions rose 491%, expanding the clinic's reach well beyond its existing client base. Search impressions climbed 7,443% as coverage expanded, keyword coverage grew 748%, and page 1 keywords rose 1,415%, moving the clinic onto the first page for the local terms that drive appointments.
Tracking and Measurement
- Validated conversion tracking across forms, calls, and advertising platforms
- Used tracking numbers to understand which campaigns generated inquiries
- Created a shared reporting process focused on leads and appointment-driving activity
- Established a feedback loop around lead quality so targeting could be refined over time
With tracking validated across every channel, the results showed up where they mattered. Form submissions climbed 167% year over year, click-to-call actions grew from 0 to 127 in the last 90 days, and across SEO and paid together, the clinic now generates more than 350 new leads a month.
Project Results
After more than two years of partnership with 20North, Coastal Veterinary Care turned broad online visibility into a steady stream of appointments. The program moved the clinic up the rankings for the local veterinary terms that matter most, captured high-intent local searches, and tied campaigns back to real calls and form fills. As visibility climbed, so did contacts, and the momentum carried straight into the clinic's decision to bring on another veterinarian.
SEO Growth Since Launch (November 2024 to May 2026)
- Overall keywords up 1,811%, with page 1 keywords up 2,109%
- Impressions up 7,443% and clicks up 1,461%
- Sessions up 715.5%
Recent Momentum (Last 90 Days, Year over Year)
- Organic users up 577% and sessions up 491%
- Keywords up 748%, with page 1 keywords up 1,415%
Lead Generation
- More than 350 new leads per month across SEO and paid advertising
- Form submissions up 167% and form starts up 143% year over year
- Click-to-call actions grew from 0 to 127
- Click-to-email actions grew from 0 to 49
Search Visibility
- Reached the #4 position on Google for terms such as "myrtle beach vet"
- Reached the #2 position on Google for terms such as "emergency vet myrtle beach"
- Grew visibility among local searchers actively looking for a vet
Business Growth
- Improved targeting drove more relevant traffic and appointment opportunities
- Sustained growth contributed to the clinic adding another veterinarian to meet demand
- Built a more predictable and measurable approach to client acquisition
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