HeartPaws Animal Health
Challenge
HeartPaws was already marketing online. Paid search CPL (cost per lead) was creeping above $45, and first-time-patient growth had stalled at 4% year over year.
Video strategy
- 60-sec “Petropolis” spot: a sickly “pet mayor” nursed back to life in a fun, musical pet-city for high engagement (audience building for retargeting later).
- Ran as a Meta Engagement Ad + 30-day retargeting sequence with “free consult” image ads, humor based.
- Geo-fenced 12 mile radius; pet-owner look-alike audiences.
90-day results
| KPI | Before | After |
|---|---|---|
| Cost per lead (CPL) | $45 | $19 (−60%) |
| First-time appointments | 41 | 106 |
| Revenue attributed (avg $214 visit) | $8,900 | $22,800 |
| 10-sec video views | — | 31,000 at $0.01 / view |
