Field Notes
Essays and analyses on Google Ads for independent veterinary practices. Written for practice owners, not the marketing coordinators who end up implementing the work.
The steering wheel: why Google Tag Manager decides whether your ads perform.
Your conversion column says zero. The ads ran, the clicks were real — so either the campaign failed, or something isn't being counted. For most veterinary practices, it's the booking button.
Read the post →Demand capture vs. demand creation: where new patients come from.
Social media and Google Ads aren't competitors. They do two different jobs — and a practice that needs patients this quarter is usually hiring the wrong one.
Read the post →What Google's Recommendations tab is actually optimizing for.
Google's suggestions are built for the average advertiser across every industry on earth. Your practice is nowhere near that average.
Read the post →Why most veterinary practices can't prove their Google Ads work.
Most accounts I audit have tracking that's broken, incomplete, or counting the wrong thing — and the owners have no way to know.
Read the post →Google Ads for veterinary practices: the architecture most agencies get wrong.
A field guide for practice owners who suspect they're being overcharged — and the math behind why they probably are.
Read the post →Want me to audit your account?
Free, hand-prepared, one-page PDF analyzing your current setup and the three highest-leverage changes for your practice. Delivered in 24 hours. No call required.
Request the Free Audit →