Search advertising for veterinary clinics: ads for people who need help right now.

Search ads for a vet clinic catch existing demand. Urgent queries — «24-hour vet clinic», «vet at night», «dog bitten by a tick» — turn into a call within minutes if the ad shows the address, distance, an «open» label and a call button. Planned queries with price — «cat spaying price», «puppy vaccination», «dog ultrasound» — lead to the service page and a booking.

The main mistake in this niche is running urgent ads when the clinic is closed or the only on-duty vet is in surgery. We set the ad schedule to the actual hours, run separate night campaigns for 24/7 clinics and target the districts owners actually travel from.

Landing pages are service pages with a price and an emergency block with the phone number. We track calls with call tracking and send requests to CRM — so you see how many bookings each query brought, not only how much a click cost.

For a 24/7 clinic, night and holiday hours are the most valuable: few competitors are open, and owners call the first clinic in the results. So we separate urgent campaigns, raise bids at night and on weekends and set «call» as the goal, not «website visit».

If the clinic does not work around the clock, urgent queries at night are switched off completely — otherwise the budget goes on calls nobody answers. We also agree on who picks up: if the on-duty vet is busy in surgery, the call should be forwarded to a second number or the administrator. Ads that lead to an unanswered call are worse than no ads — they leave a negative review behind.

In Kazakhstan most search happens on Google, so for a vet clinic Google Ads usually comes first — with search, Maps and calls. Yandex Direct adds an extra flow, especially for price queries and retargeting in the Yandex Advertising Network, and is often cheaper per request at a smaller volume.

For one clinic we start with Google for 1–2 months, look at cost per booking and then add Direct. For a chain with several branches and two languages we launch both platforms at once with separate campaigns per branch — so you see which address brings more bookings.

Managing one platform (Google Ads or Yandex Direct) is ₸150,000–250,000 per month; two platforms, several branches or two languages ₸250,000–400,000. Setup is included in the first month; one-off setup without management is ₸150,000. The ad budget is separate, from ₸200,000 per month, and in competitive Almaty districts from ₸250,000–400,000.

The price depends on the number of campaigns and regions, languages, budget size and landing page improvements. Terms are on the search advertising page.