Quick answer: Animals & Pets has the highest Google Ads conversion rate of any industry in WordStream’s 2026 data (16.22%). Vets should run emergency and routine care as separate campaigns, show opening hours prominently, and use Facebook for wellness plans and new-client offers.
Pet owners search urgently when something is wrong and loyally once they trust a clinic. Advertising should capture both moments.
What ads cost for veterinary clinics
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Animals & Pets | $4.06 | 16.22% | $31.5 |
Animals & Pets averages $4.06 per click, a 16.22% conversion rate and $31.50 per lead on Google (2026). Emergency clicks typically cost more than routine care.
Which channel to start with
Channel roles:
- Google Search for emergency and “vet near me” searches, scheduled to your opening hours
- Facebook and Instagram for puppy and kitten packages, dental month, wellness plans
- Google Business Profile with hours, photos and reviews
Google Ads keywords for veterinary clinics
Emergency vs routine.
- “emergency vet”, “24 hour vet”, “vet open now”
- “vet near me”, “cat vet”, “puppy vaccinations”
- “dog desexing”, “pet dental cleaning”
Negative keywords to add on day one
jobs, vet nurse course, degree, salary, pet food, pet insurance, toys, DIY, home remedy.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Opening hours and emergency info at the top
- Online booking
- Prices for common services
- Vet bios
- Reviews
Full list: landing page checklist.
Track the right things
- Appointments booked
- New clients
- Wellness plan sign-ups
Platform rules that apply to veterinary clinics
- Google’s Restricted drug terms rules also cover some animal prescription drugs: in the US and Canada, keyword-targeting those terms needs certification.
- Standard rules otherwise; keep claims accurate.
Common mistakes
- Running emergency ads when the clinic is closed
- No prices for common services
- Generic stock photos of pets
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Animals & Pets average of $31.5 per lead, 20 leads a month is roughly $630 in ad spend before management fees.
Clinics commonly start at $1,000 to $2,500 a month.
Frequently asked questions
Do Google Ads work for vets?
Yes. Animals & Pets has the highest conversion rate in WordStream’s 2026 Google benchmarks.
What should vets advertise on Facebook?
Packages and plans: puppy and kitten care, dental promotions and wellness plans.
Should vets advertise 24/7?
Only if someone can answer or you offer emergency care at those hours.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- Google Ads policy: Restricted drug terms
Want a second opinion on your vet ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →