Why Most Vet Marketing is a Waste of Money
If you’re running a vet clinic in Brisbane, from Chermside down to Logan, you know the competition is getting tougher. Corporate-owned clinics are popping up everywhere with massive budgets, and if you're a private owner, it feels like you're fighting an uphill battle.
You’ve probably been told you need a fancy social media presence, or you need to spend thousands on 'brand awareness.'
I’m going to be blunt: Most of that is rubbish.
Brand awareness doesn't pay the wages. Phone calls do. Bookings do. Vaccinations and surgeries do.
In this guide, I’m going to show you exactly how to grow your clinic without the technical fluff. This is about one thing: making sure when a pet owner in your suburb needs a vet, they call you and not the guy down the road.
Step 1: Your Website Needs to Work on Phones (And Actually Convert)
I see this all the time. A vet clinic spends $5,000 on a beautiful website that looks great on a desktop computer, but when a panicked dog owner in Coorparoo tries to open it on their iPhone at 9:00 PM because their dog ate chocolate, the site takes ten seconds to load and the 'Call Now' button doesn't work.
That is money down the drain.
What your website actually needs:
1. A Big 'Call Now' Button: It should be at the top of every page. People shouldn't have to hunt for your phone number. 2. Online Bookings: If I have to wait until 8:30 AM to call you, I might find someone else who lets me book online at midnight. 3. Fast Loading: If it takes more than three seconds to load, people will click the 'back' button. Google likes this too—they’ll show fast sites higher up in search results. 4. Real Photos: Stop using stock photos of smiling models with Golden Retrievers. Use photos of your team, your consult rooms, and your actual patients. People trust people, not stock photography.If you want to fill your clinic, your website needs to be a tool that catches leads, not a digital brochure that just sits there.
Step 2: Dominating Google Without Paying for Every Click
When someone types "vet near me" into Google, they usually look at three things: the top ads, the Map Pack (the three businesses shown on the map), and the regular results below that.
The Google Map Pack
This is the holy grail for local businesses. If you aren't in those top three spots on the map, you’re losing 70% of the local traffic.How do you get there? Reviews: You need more 5-star reviews than your competitors. Don't wait for people to leave them; you have to ask. Accuracy: Your name, address, and phone number must be identical everywhere online. If Google sees "Smith St Vet" on your site but "Smith Street Veterinary Clinic" on True Local, it gets confused. When Google gets confused, it hides you. Photos: Upload new photos to your Google Business Profile every single week. It shows Google you’re active.
Google Ads (The 'Fast' Way)
If you need more bookings tomorrow, Google Ads are the way to go. But be careful. Most people set these up wrong and end up paying for clicks from people looking for "free vet advice" or "vet jobs."You want to pay for clicks from people searching for "emergency vet Brisbane" or "dog vaccinations [Your Suburb]."
Cost Expectation: In Brisbane, expect to pay between $2 and $5 per click. If 1 in 5 people who click actually call you, that’s a $10 to $25 cost to get a new lead. If that lead becomes a lifelong client worth $500 a year, that’s a win.
Step 3: Stop Negative Reviews from Killing Your Business
In the vet industry, emotions run high. People treat their pets like children. One bad experience—or even a perceived bad experience—can result in a scathing 1-star review that stays on your profile forever.
I’ve seen great clinics in Paddington and Indooroopilly lose thousands in revenue because a few angry people tanked their rating. You must have a system to stop negative reviews from becoming the first thing a new customer sees.
The Strategy: 1. Ask every happy client for a review: Send a text message as they leave the clinic. "Thanks for bringing Buddy in today! We'd love it if you could leave us a quick review here: [Link]." 2. Respond to every review: Even the bad ones. Don't get defensive. Say: "We're sorry you had this experience. Please call our practice manager so we can make it right." It shows other people reading the review that you care.
Step 4: The Fortune is in the Follow-Up
Most vets are great at the clinical side but terrible at the business side of retention.
If a puppy comes in for their first round of shots, and you don't have a system that automatically reminds the owner (via text and email) when the next round is due, you are leaving money on the table.
Don't rely on the owner to remember. They are busy. They have kids, jobs, and lives. Your job is to make it impossible for them to forget to care for their pet.
Email and SMS Marketing
This isn't about spamming people. It’s about being helpful. Reminder: "Hi Sarah, Max is due for his heartworm tablet this week." Seasonal Advice: "Parvo is spiking in the Redlands area right now. Is Max up to date?" Value Add: "It’s storm season in Brisbane. Here are 3 ways to keep your dog calm during the thunder."If you want to actually fill your clinic during the quiet months (like mid-winter), your database is your best friend. A single SMS blast to your existing clients can fill a week's worth of dental check-up slots in two hours.
Step 5: Stop Wasting Money on 'Social Media Management'
I’m going to save you $1,000 a month right now.
Stop paying an agency to post "Happy Monday!" graphics on your Facebook page. Nobody cares. It doesn't get you more customers.
Social media for a vet should be two things: 1. Educational/Cute Content: Photos of patients (with permission) and quick tips. Your nurses can do this in 5 minutes a day. 2. Paid Targeted Ads: This is where you actually spend money. If you want to grow your 'Puppy School' bookings, you run a Facebook ad targeted only at people within 5km of your clinic who have recently bought a puppy. That is targeted, measurable, and effective.
Step 6: Community Involvement (The 'Old School' Way)
We live in Brisbane. People still value local connection.
Local Schools: Sponsor a prize at the local school fete. Dog Parks: Put up a sign at the local off-leash area (if the council allows) or hand out branded tennis balls. Local Facebook Groups: Don't spam them. But if someone asks for a vet recommendation in the 'North Lakes Community' group, jump in and offer helpful advice first.
What Should You Do First?
If you feel overwhelmed, start here:
1. Fix your Google Business Profile: Get those reviews flowing. It’s free and it’s the most powerful tool you have. 2. Check your website on your phone: Try to book an appointment. If it’s hard for you, it’s hard for your customers. 3. Audit your database: How many clients haven't been in for over 12 months? Send them a 'We miss you' offer.
Summary of Costs and Timelines
Google Maps/Reviews: Cost: $0 (just time). Results: 1-3 months. Google Ads: Cost: $500 - $2,000/month. Results: Instant. Website Fixes: Cost: $500 - $3,000. Results: 1 month (more people who visit will actually call).
- Database Marketing (SMS/Email): Cost: $50 - $200/month. Results: Instant.
Get Help Growing Your Clinic
At Local Marketing Group, we don't care about 'likes' or 'engagement.' We care about how many times your phone rings. We’ve helped local Brisbane businesses move from struggling to find customers to having a waiting list.
If you want a marketing partner who talks straight and focuses on your profit, we should chat.
Ready to grow? Contact us here and let’s get your clinic full.