The Client
Grady Medical is a veterinary medical equipment supplier selling across the United States and Canada. We built their Google Ads, which cut the cost per call or form lead from about $170 to about $36.
Grady sells therapy lasers, shockwave systems, ultrasound and other equipment to veterinary practices. These are considered purchases: a practice owner wants to ask about price, training and fit before committing, which makes a phone call the most valuable lead there is.
"13 calls in our first full month. 39 leads in March 2022."
The Challenge
Google Ads for medical equipment suppliers is a narrow, expensive market:
- Consumer noise. "Laser therapy for dogs" brings pet owners looking for a clinic, not practices buying equipment.
- Price questions. Equipment pricing is quote-based, so the ads have to start a conversation, not a checkout.
- Distributor competition. Large vet supply catalogs bid on the same category searches.
- Expensive leads. In the three months before our campaigns, the account paid about $170 per real lead.
What We Built
1. A Call-Only Campaign
Launched in November 2021, on Maximize Conversions, so mobile searchers for vet equipment could call Grady in one tap. It became the account's workhorse.
2. Product Search Campaigns
Search campaigns for the PAL laser line and VitalWave shockwave, each sending searchers to a dedicated product page (PAL NextGen, PAL FutureGen, shockwave, VetFlash) instead of the home page.
3. Head-to-Head Experiments
In 2022 we ran Google campaign experiments on both the main Search campaign and the call-only campaign, testing bidding and ads against the originals for a full year.
4. Call Tracking for Ads and the Website
We set up dedicated conversions for calls from the ads and calls from the website, alongside contact-form submissions. "Call for pricing" button clicks are tracked but not counted as leads.
5. A Shared Negative List and National Targeting
A shared list of 134 negative keywords keeps out pet owners, students and DIY searches, and the campaigns cover all 50 states and the Canadian provinces.
6. Daily Optimization via Ad Campaign Concierge™
Every campaign was reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining, new negatives, bid tests and budget moved to the campaigns producing calls.
The Results
- 540+ real leads from over $29K in ad spend, about $53 each across the engagement.
- 2022: 340+ leads on over $17K, about $50 a lead.
- 2023: 150+ leads on about $465 a month, about $36 a lead.
- Calls did the work: the call-only campaign produced about 85% of all leads.
Key Takeaways
- For considered equipment, the call is the lead. Practice owners want to talk before they buy.
- Separate the buyer from the pet owner. Negatives kept consumer laser-therapy searches out of a B2B budget.
- Send each product to its own page. Product-specific landing pages beat the home page for laser and shockwave searches.
- Test for a full cycle. A year of head-to-head experiments showed which structure produced the cheapest calls.
Frequently Asked Questions
How much does a lead cost for a veterinary equipment supplier on Google Ads?
Before our campaigns, Grady Medical paid about $170 per call or form lead. Across our engagement, over $29K in ad spend produced 540+ leads at about $53 each, and in 2023 the cost was about $36 a lead.
Do call-only campaigns work for B2B equipment sales?
They did here. Veterinary practices want to talk to someone about price and fit before they buy a laser or an ultrasound. The call-only campaign produced about 85% of all leads during our engagement.
What do veterinarians search for when buying equipment?
Category and supplier searches. The keywords that drove the most calls were 'vet medical supplies', 'veterinary equipment', 'vet ultrasound', 'veterinary laser' and the Grady name.
Can a smaller budget still produce steady equipment leads?
Yes. In 2023 the campaigns ran on about $465 a month and produced 150+ leads for the year, about $36 each.
About This Campaign
Veterinary equipment lead generation on Google Ads, built with our proprietary Ad Campaign Concierge™ optimization system.
Industry: Veterinary Medical Equipment Platforms: Google Ads (Search, Call-Only) Location: United States and Canada Account Duration: October 2021 to April 2024. The engagement has ended.
Real leads are calls from the ads, calls from the website and contact-form submissions recorded in Google Ads for the campaigns we built. "Call for pricing" button clicks, add-to-carts and checkouts are excluded. "Before us" is the account from July to September 2021. All amounts are in US dollars and rounded down.