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They know (or think) they should be doing it. Some have even tried. But many gave up after wasting money on campaigns that didn’t convert or just didn’t know where to start. So I sat down with Wyatt Moss—founder of Moss Digital Strategies and a former Google account manager—to talk about how advertising can work for pet care businesses if you approach it the right way.
The conversation was full of insights, but more importantly, it was full of practical steps. Below are some of the most valuable lessons I walked away with—and how you can apply them to your own business.
Wyatt said it best: paid ads can be a great way to get quick traffic, but they’ll also expose any cracks in your operation. If your website doesn’t look good, load fast, or make it easy to book, you’re going to lose people—fast.
Why? Because people on Google are actively searching for services like yours. They’re looking for “dog boarding near me” or “groomer open now.” That’s high-intent traffic. Meta (Facebook and Instagram), on the other hand, is better for generating awareness—not immediate bookings.
Relative to other industries, clicks on pet care terms aren’t astronomically high. But clicks without bookings don’t mean very much. Wyatt emphasized focusing on metrics like:
- ROAS (Return on Ad Spend)
- Conversion rate
- Cost per acquisition
- Average revenue per booking
This was one of the biggest eye-openers for me. Wyatt explained that many campaigns inflate ROAS by counting brand searches (e.g., people already looking for your business by name). Those folks likely would’ve booked anyway, with or without the ad.
You don’t need to throw thousands at ads right away. For most single-location pet care businesses, Wyatt recommends starting with $1,000–$1,500/month. That’s enough to generate several hundred clicks and see if your site and offer convert.
You don’t need fancy ad videos or brand shoots to succeed. On Meta, yes, visuals help. But Wyatt said ad text and landing pages matter more. Your copy should be clear, benefit-driven, and lead to a simple next step.
This is where pet care has a huge edge. You’re not selling one-off products—you’re building long-term relationships. One new boarding customer could be worth thousands over the course of a year.
Final Thoughts
I’ve talked to a lot of operators who say, “Google Ads didn’t work for us.” And honestly, I get it. But after this conversation, I’m more convinced than ever that the problem isn’t the ads—it’s how they’re set up and measured.
If you’re already running ads (or thinking about it), Goose’s new Marketing Attribution feature gives you the clarity you’ve been missing. It ties ad clicks directly to bookings and revenue, so you know exactly what’s driving results. Even better, it sends that conversion data back to Google and Meta, allowing your campaigns to automatically get smarter over time. The result? Better targeting, less wasted spend, and more bookings from the ads you’re already running.
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