Non-Branded Search Optimization Increased VEG’s In-Person Clinic Visits

Veterinary Emergency Group needed its national paid search program to connect people with nearby emergency clinics. We narrowed its non-branded keyword strategy around local, high-intent searches, tested the structure in 12 campaigns, and expanded it after the test succeeded. Comparing Q4 2023 with Q4 2022, the approach increased Store Visits 46% and Call Conversions 59%.

VEG Results

Key Results

Services: SEM, Paid Search, Google Ads. Result period: Q4 2023 compared with Q4 2022.

Store Visits

46%

Increase through VEG’s local clinic campaigns.

Call Conversions

59%

Increase in calls, Q4 2023 vs Q4 2022.

The Challenge

At the time of the campaign, Veterinary Emergency Group, or VEG, was a growing network of animal emergency clinics with locations in more than a dozen states. The company operated nationally, but its business model depended on bringing people and their pets to in-person clinics.

The existing keyword strategy was broad and generic. VEG needed a more focused, intent-based structure that connected local searches with emergency veterinary care and the in-person actions its campaigns were meant to drive.

What We Did

Our Solution

VEG’s Google Ads account contained more than 60 location-based non-branded search campaigns.

A Location-First Keyword Structure

We developed a new keyword structure with a stronger focus on location-based searches.

A 12-Campaign Test

We tested the structure in 12 campaigns with mid-level performance.

Higher-Intent Search Themes

The keyword themes moved from broad terms such as “veterinarian” toward more specific searches such as “emergency vet near me.”

Ad Groups Segmented by Match Type

We segmented ad groups by match type. This helped the campaigns reach more relevant, high-intent queries while eliminating a significant amount of competitor traffic and searches for non-emergency veterinary services.

Eight Ad Groups, Four Themes

Each of the 12 restructured campaigns contained eight ad groups. Exact and Phrase match ad groups covered four main themes.

An Expected Short-Term Tradeoff

We anticipated that removing more general terms and Broad match variations could reduce clicks in the short term, but the narrower focus was expected to improve campaign efficiency.

Campaign Outcomes

The Results

After the initial 12-campaign test succeeded, the structure was rolled out across the full account. Comparing Q4 2023 with Q4 2022:

Calls increased 59%.
Store Visits increased 46% through VEG’s local clinic campaigns.

At the time of this campaign, Google had modified broad match keyword functionality over the prior year. We began testing broad match variations of the highest-performing keywords to seek incremental volume and reported early success. The team was expanding that test and planned further adjustments based on performance.

Veterinary Emergency Group walk-in emergency clinic

Connect Local Search Intent With In-Person Outcomes

Campaign structure matters when paid search must connect local intent with real-world actions. OuterBox helps multi-location teams align keywords, match types, and local campaigns with the outcomes their businesses value. Talk with an expert about your paid search program.

"*" indicates required fields