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.
Where your vet website quietly loses the patients your ads paid for.
You pay for the click. But the trail from click to booked patient breaks in specific, invisible places — and when it breaks, the booking still happens; you just can't see it.
Read the post →Anyone can build a good website now. That was never the hard part.
AI made building a website nearly costless. But producing the page was never the hard part — and what stayed expensive is the whole game.
Read the post →"Open today": why your hours are an advertising asset.
A pet owner searching "vet open now" is the highest-intent search you'll ever see — and the Google Ads levers that serve them are usually switched off.
Read the post →The slow-website tax: why Google charges you more per click.
A plain-English look at why a slow site quietly raises your ad costs — what makes a site slow, and what actually makes it fast.
Read the post →The 2026 Field Report: trends, threats, and opportunities.
How independent veterinary practices get found online in 2026 — a data-led read on what is quietly changing underneath the search bar.
Read the report →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?
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