Burrwood Veterinary · Royal Oak, MI · Independent Local Practice
Local Search Optimization That Took a New Vet to 890 Leads a Month
Burrwood opened beside rivals with 700+ reviews and decades of history. No paid presence, no tracking, no search footprint. We built its local growth engine from scratch: 16K+ leads at half the cost per lead.
10x
Monthly Leads
-54%
Lower Cost per Lead
16K+
Calls, Bookings & Contacts
“People walk in now saying they found us the moment they searched. That’s entirely VisibilityStack. They put us in front of our community and made a brand-new clinic feel established overnight.”
Alex Schechter
Founder, Burrwood Veterinary
What We Fixed
Burrwood launched into one of Metro Detroit’s most competitive veterinary markets with no paid presence, no tracking, and no search footprint. We built the local growth engine from the ground up (paid acquisition, Google Business Profile, and brand demand) and made a brand-new clinic impossible to overlook.
01
A Local Paid Engine, Built From Zero
No account history, no conversion data, no baseline. We launched geo-targeted Search and Smart Google Ads campaigns across Metro Detroit, with every call, booking and form tracked from day one.
Paid Presence
Before
No Google Ads history; growth relied on word of mouth and drive-by traffic.
Action Taken
Launched geo-targeted Search and a Smart Google Ads campaign across Metro Detroit.
After
Immediate visibility in 20% of veterinary-related searches
Conversion Tracking
Before
No visibility into what made the phone ring.
Action Taken
Call, booking and contact conversion actions configured from day one.
After
6K phone-call leads, 3.5K booked appointments, and 6.8K contacts. Every lead attributed
Lead Volume
Before
90 conversions in month one.
Action Taken
Continuous query mining, negative-keyword pruning and ad-copy testing.
After
~890 conversions a month, 10x month-one volume
Cost per Lead
Before
$21.50 in the first 90 days.
Action Taken
Budget shifted to the most efficient ad formats.
After
$10 CPL: down 54%, with volume up 8x over the first 90 days
Focus Area
Before
Action Taken
After
Paid Presence
No Google Ads history; growth relied on word of mouth and drive-by traffic.
Launched geo-targeted Search and a Smart Google Ads campaign across Metro Detroit.
Immediate visibility in 20% of veterinary-related searches
Conversion Tracking
No visibility into what made the phone ring.
Call, booking and contact conversion actions configured from day one.
6K phone-call leads, 3.5K booked appointments, and 6.8K contacts. Every lead attributed
Lead Volume
90 conversions in month one.
Continuous query mining, negative-keyword pruning and ad-copy testing.
~890 conversions a month, 10x month-one volume
Cost per Lead
$21.50 in the first 90 days.
Budget shifted to the most efficient ad formats.
$10 CPL: down 54%, with volume up 8x over the first 90 days
16K+
Total Tracked Leads
$10
Cost per Lead
40K
Local Search Impressions/mo
02
Owning the Map: Google Business Profile & Local SEO
Pet owners don’t browse ten websites. They pick from the map. We turned Burrwood’s profile into its highest-converting asset: optimized end to end, wired into the paid engine, and backed by a review base that now rivals clinics twice its size.
Profile Visibility
Before
New clinic, unoptimized profile, up against hospitals with 700+ reviews.
Action Taken
Full profile build-out: categories, services, photos, Q&A and posting cadence, linked to the Smart campaign.
After
~3K profile views a month: 60% Search, 40% Maps, 70% mobile
Calls From the Profile
Before
The phone rang on word of mouth.
Action Taken
Call-button prominence and call-tracking hygiene.
After
~325 calls a month straight from Google
Direction Requests
Before
Foot traffic limited to drive-by discovery.
Action Taken
Consistent NAP, accurate service areas and hours.
After
~478 driving directions a month, up 16% year over year
Reviews
Before
New clinic with almost no review base, up against hospitals carrying 700+ reviews.
Action Taken
Built a post-visit review flywheel: requests, response cadence and reputation monitoring.
After
4.8★ across 405 reviews, rivalling clinics twice Burrwood’s size
Focus Area
Before
Action Taken
After
Profile Visibility
New clinic, unoptimized profile, up against hospitals with 700+ reviews.
Full profile build-out: categories, services, photos, Q&A and posting cadence, linked to the Smart campaign.
~3K profile views a month: 60% Search, 40% Maps, 70% mobile
Calls From the Profile
The phone rang on word of mouth.
Call-button prominence and call-tracking hygiene.
~325 calls a month straight from Google
Direction Requests
Foot traffic limited to drive-by discovery.
Consistent NAP, accurate service areas and hours.
~478 driving directions a month, up 16% year over year
Reviews
New clinic with almost no review base, up against hospitals carrying 700+ reviews.
Built a post-visit review flywheel: requests, response cadence and reputation monitoring.
4.8★ across 405 reviews, rivalling clinics twice Burrwood’s size
1,140+
Profile Actions/mo
478
Direction Requests/mo
4.8★
405 Google Reviews
03
Brand Demand & AI Search Visibility
Search is splitting: fewer blue links, more AI answers. While local organic clicks shrank industry-wide, Burrwood’s brand demand more than doubled, and when pet owners ask ChatGPT for the best vet in Royal Oak, Burrwood is in the answer.
Branded Demand
Before
Fewer than 500 direct sessions a month.
Action Taken
Consistent entity footprint, GBP + review flywheel, and a brand-defense campaign.
After
2.4x growth in people seeking Burrwood by name
AI Assistant Presence
Before
Zero. No AI platform had ever sent a visitor.
Action Taken
Citation-ready content, structured data and entity consistency.
After
ChatGPT names Burrwood a top Royal Oak vet, rating quoted accurately, praised for “clear communication, compassionate staff, and modern facilities”
Branded Search Capture
Before
No branded demand to capture.
Action Taken
Brand campaign captures the demand the flywheel creates.
After
5,523 branded conversions, demand that didn’t exist in 2023
Focus Area
Before
Action Taken
After
Branded Demand
Fewer than 500 direct sessions a month.
Consistent entity footprint, GBP + review flywheel, and a brand-defense campaign.
2.4x growth in people seeking Burrwood by name
AI Assistant Presence
Zero. No AI platform had ever sent a visitor.
Citation-ready content, structured data and entity consistency.
ChatGPT names Burrwood a top Royal Oak vet, rating quoted accurately, praised for “clear communication, compassionate staff, and modern facilities”
Branded Search Capture
No branded demand to capture.
Brand campaign captures the demand the flywheel creates.
5,523 branded conversions, demand that didn’t exist in 2023
2.4x
Branded Demand Growth
Top 4
ChatGPT Recommendation, Royal Oak
3 years
Stable Organic in the AI-Search Era
01
A Local Paid Engine, Built From Zero
No account history, no conversion data, no baseline. We launched geo-targeted Search and Smart Google Ads campaigns across Metro Detroit, with every call, booking and form tracked from day one.
Paid Presence
Before
No Google Ads history; growth relied on word of mouth and drive-by traffic.
Action Taken
Launched geo-targeted Search and a Smart Google Ads campaign across Metro Detroit.
After
Immediate visibility in 20% of veterinary-related searches
Conversion Tracking
Before
No visibility into what made the phone ring.
Action Taken
Call, booking and contact conversion actions configured from day one.
After
6K phone-call leads, 3.5K booked appointments, and 6.8K contacts. Every lead attributed
Lead Volume
Before
90 conversions in month one.
Action Taken
Continuous query mining, negative-keyword pruning and ad-copy testing.
After
~890 conversions a month, 10x month-one volume
Cost per Lead
Before
$21.50 in the first 90 days.
Action Taken
Budget shifted to the most efficient ad formats.
After
$10 CPL: down 54%, with volume up 8x over the first 90 days
Focus Area
Before
Action Taken
After
Paid Presence
No Google Ads history; growth relied on word of mouth and drive-by traffic.
Launched geo-targeted Search and a Smart Google Ads campaign across Metro Detroit.
Immediate visibility in 20% of veterinary-related searches
Conversion Tracking
No visibility into what made the phone ring.
Call, booking and contact conversion actions configured from day one.
6K phone-call leads, 3.5K booked appointments, and 6.8K contacts. Every lead attributed
Lead Volume
90 conversions in month one.
Continuous query mining, negative-keyword pruning and ad-copy testing.
~890 conversions a month, 10x month-one volume
Cost per Lead
$21.50 in the first 90 days.
Budget shifted to the most efficient ad formats.
$10 CPL: down 54%, with volume up 8x over the first 90 days
16K+
Total Tracked Leads
$10
Cost per Lead
40K
Local Search Impressions/mo
02
Owning the Map: Google Business Profile & Local SEO
Pet owners don’t browse ten websites. They pick from the map. We turned Burrwood’s profile into its highest-converting asset: optimized end to end, wired into the paid engine, and backed by a review base that now rivals clinics twice its size.
Profile Visibility
Before
New clinic, unoptimized profile, up against hospitals with 700+ reviews.
Action Taken
Full profile build-out: categories, services, photos, Q&A and posting cadence, linked to the Smart campaign.
After
~3K profile views a month: 60% Search, 40% Maps, 70% mobile
Calls From the Profile
Before
The phone rang on word of mouth.
Action Taken
Call-button prominence and call-tracking hygiene.
After
~325 calls a month straight from Google
Direction Requests
Before
Foot traffic limited to drive-by discovery.
Action Taken
Consistent NAP, accurate service areas and hours.
After
~478 driving directions a month, up 16% year over year
Reviews
Before
New clinic with almost no review base, up against hospitals carrying 700+ reviews.
Action Taken
Built a post-visit review flywheel: requests, response cadence and reputation monitoring.
After
4.8★ across 405 reviews, rivalling clinics twice Burrwood’s size
Focus Area
Before
Action Taken
After
Profile Visibility
New clinic, unoptimized profile, up against hospitals with 700+ reviews.
Full profile build-out: categories, services, photos, Q&A and posting cadence, linked to the Smart campaign.
~3K profile views a month: 60% Search, 40% Maps, 70% mobile
Calls From the Profile
The phone rang on word of mouth.
Call-button prominence and call-tracking hygiene.
~325 calls a month straight from Google
Direction Requests
Foot traffic limited to drive-by discovery.
Consistent NAP, accurate service areas and hours.
~478 driving directions a month, up 16% year over year
Reviews
New clinic with almost no review base, up against hospitals carrying 700+ reviews.
Built a post-visit review flywheel: requests, response cadence and reputation monitoring.
4.8★ across 405 reviews, rivalling clinics twice Burrwood’s size
1,140+
Profile Actions/mo
478
Direction Requests/mo
4.8★
405 Google Reviews
03
Brand Demand & AI Search Visibility
Search is splitting: fewer blue links, more AI answers. While local organic clicks shrank industry-wide, Burrwood’s brand demand more than doubled, and when pet owners ask ChatGPT for the best vet in Royal Oak, Burrwood is in the answer.
Branded Demand
Before
Fewer than 500 direct sessions a month.
Action Taken
Consistent entity footprint, GBP + review flywheel, and a brand-defense campaign.
After
2.4x growth in people seeking Burrwood by name
AI Assistant Presence
Before
Zero. No AI platform had ever sent a visitor.
Action Taken
Citation-ready content, structured data and entity consistency.
After
ChatGPT names Burrwood a top Royal Oak vet, rating quoted accurately, praised for “clear communication, compassionate staff, and modern facilities”
Branded Search Capture
Before
No branded demand to capture.
Action Taken
Brand campaign captures the demand the flywheel creates.
After
5,523 branded conversions, demand that didn’t exist in 2023
Focus Area
Before
Action Taken
After
Branded Demand
Fewer than 500 direct sessions a month.
Consistent entity footprint, GBP + review flywheel, and a brand-defense campaign.
2.4x growth in people seeking Burrwood by name
AI Assistant Presence
Zero. No AI platform had ever sent a visitor.
Citation-ready content, structured data and entity consistency.
ChatGPT names Burrwood a top Royal Oak vet, rating quoted accurately, praised for “clear communication, compassionate staff, and modern facilities”
Branded Search Capture
No branded demand to capture.
Brand campaign captures the demand the flywheel creates.
5,523 branded conversions, demand that didn’t exist in 2023
2.4x
Branded Demand Growth
Top 4
ChatGPT Recommendation, Royal Oak
3 years
Stable Organic in the AI-Search Era