Problem
Zoomin Groomin Tampa Bay had experienced a strong first year of growth after launching the business. However, after that initial momentum, brand awareness began to taper and bookings became less consistent across the region. The team needed a marketing partner with experience in paid media who could help rebuild momentum, drive new customer demand, and create a scalable system for generating bookings across multiple territories.
Idea
Develop a multi-channel paid media strategy that would capture high-intent search traffic while also introducing the brand to new pet owners across the Tampa Bay area. The goal was to combine Google advertising and social media campaigns to generate consistent leads and bookings while improving tracking and campaign performance over time.
Solution
A full paid media strategy was implemented across Google Search, Local Service Ads, Performance Max, and Meta. With improved tracking, optimized lead forms, and channel-specific campaign strategies, Zoomin Groomin was able to significantly increase lead generation and scale bookings across the region.
About The Project
Zoomin Groomin is a mobile pet grooming service that brings professional grooming directly to customers’ homes, eliminating the stress of traditional grooming appointments for both pets and their owners. The Tampa Bay franchise services a large geographic region including Hillsborough, Polk, Manatee, Pinellas, Sarasota, and Pasco counties. Because the business operates across multiple territories, the marketing strategy needed to support growth across each region while keeping customer acquisition costs sustainable. The focus of this project was to build a paid media system that could generate steady demand while scaling bookings across the entire Tampa Bay market.
Key Project Points We Focused On
Multi-Channel Paid Media Strategy
Campaigns were launched across multiple advertising platforms in order to reach customers at different stages of the buying journey. Channels included:
- Google Search
- Google Local Service Ads (LSA)
- Google Performance Max
- Meta (Facebook and Instagram)
Search and Local Service Ads focused on capturing high-intent customers actively searching for grooming services, while Meta campaigns helped generate demand and introduce the service to new pet owners.
Tracking & Conversion Improvements
One of the first priorities was improving the website’s tracking infrastructure so campaign performance could be measured accurately. Several improvements were implemented:
- shortening the lead form to increase completion rates
- improving conversion tracking across platforms
- implementing retargeting capabilities
- improving lead attribution
These changes helped provide better visibility into campaign performance and allowed the strategy to be optimized more effectively.
Google Search & Performance Max
Google Search campaigns targeted high-intent keywords related to mobile dog grooming services across the Tampa Bay region. Performance Max campaigns helped expand reach across Google’s network including Search, Display, YouTube, and Discovery placements. As the campaigns matured and tracking improved, lead volume increased while cost per lead decreased.
Local Service Ads (LSA)
Local Service Ads played a major role in capturing high-intent customers who were actively searching for dog grooming services. LSA campaigns delivered steady lead volume week after week and maintained strong visibility for local searches.
Meta Lead Generation Campaigns
Meta campaigns were initially structured as awareness campaigns but were later shifted to lead generation and messaging campaigns. Once this change was implemented, Meta began producing significantly higher lead volume and became an important part of the overall strategy.
Our Results
From July 2025 through February 2026, the paid media strategy helped Zoomin Groomin generate consistent lead volume and scale bookings across multiple territories throughout the Tampa Bay region. Key outcomes from the campaign included:
- 22,224 total leads generated across Google Search, Local Service Ads, Performance Max, and Meta campaigns
- 1,974 confirmed bookings tracked, helping drive steady customer acquisition for the business
- Local Service Ads became the strongest booking driver, generating 8,545 leads and 1,880 bookings at an average cost per booking of $67.38
- Performance Max delivered the lowest cost per lead, generating 5,616 leads at $2.53 per lead, helping expand reach efficiently
- Google Search campaigns improved over time, with lead volume increasing and cost per lead decreasing as tracking and optimization improved
- Meta campaigns generated 3,764 leads, helping introduce the brand to new audiences and drive demand through social media
- 129 additional bookings were recorded without a source attribution, meaning paid media likely contributed to even more bookings than tracked
Together, these campaigns created a scalable system for generating new customers while allowing the business to expand bookings across Hillsborough, Polk, Manatee, Pinellas, Sarasota, and Pasco counties.
Creative Highlights
Several Meta ad creatives significantly outperformed others and generated the highest number of leads. Top performing ads generated:
- 125 leads
- 102 leads
- 92 leads
These creatives emphasized the convenience of mobile grooming and the stress-free experience for pets and their owner
Several Meta ad creatives significantly outperformed others and generated the highest number of leads. Top performing ads generated:
- 125 leads
- 102 leads
- 92 leads
These creatives emphasized the convenience of mobile grooming and the stress-free experience for pets and their owner
Several Meta ad creatives significantly outperformed others and generated the highest number of leads. Top performing ads generated:
- 125 leads
- 102 leads
- 92 leads
These creatives emphasized the convenience of mobile grooming and the stress-free experience for pets and their owner
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