Last Updated: March 3, 2023 • Visit Blog Homepage


The ultimate goal of advertising is to reach your target audience and get more customers. But as the owner of a dog daycare or boarding kennel that is looking to start advertising, the question is, how does one do that? There are numerous advertising and marketing strategies out there, but today we will be focusing on how correctly using Google Ad can help you target the right audience and use your advertising budget better. Not blowing through your ad budget requires effective advertising, and Google Ad provides a powerful platform to reach your target audience in a cost-effective way. However, simply setting up a Google Ads account and creating ads is not enough. To maximize your return on investment (ROI), you need to target the right audience.

In this blog post, we'll explore how to target the right audience for your dog daycare with Google Ad so that you're not wasting money on worthless clicks.

Define Your Target Audience

The first step in targeting the right audience is to define your target audience. Who are your ideal customers, and what do they look like? Consider factors such as age, location, income, interests, and more. This will help you create a more focused target audience and ensure that your ads are seen by the right people. Since you're looking for pet owners that have enough disposable income to afford pet daycare and boarding, you can probably cancel a lot of potential crowds from your target audience. Non-pet owners, young adults, etc.

Use Geo-Targeting for Precise Ad Delivery

Geo-Targeting is an important factor to consider when targeting the right audience. For example, if your dog daycare is located in a specific city, you'll want to target people in that area. This can be done through geographic targeting, which allows you to target specific cities, regions, or countries. One of the biggest mistakes that small businesses make when first starting to use Google Ads is that they don't use any geo-targeting and they end up blowing through their entire budget in a few days because people that live 1000 miles were clicking on their ads. If anything, make your restrictions as tight as possible. Better to spend a bit more money and get clicks from inside your zip code than spend less and have wasted clicks a few cities away.

Consider Demographic Targeting

Demographic targeting allows you to target specific groups of people based on their age, gender, and interests. This is particularly useful for dog daycares, as you may want to target dog owners of a certain age range. Most young pet owners don't have the extra income in order to drop their dog off at doggie daycare during the week. However, the older crowd that doesn't have kids in the house anymore and loves to pamper their pooches is the exact kind of client that you are looking for. With demographic targeting, you can get your ads in front of those financially-stable baby boomer pet owners and keep them off the phone screens of college kids that own a cat.

Utilize Keyword Targeting

Keyword targeting is a powerful tool for reaching your target audience. With keyword targeting, you can reach people who are searching for specific terms related to your dog daycare or boarding kennel. For example, if you offer dog grooming services, you can target keywords such as "dog grooming," "dog grooming near me," and more. You'll also want to make sure that your ads are matching with your keywords. If someone searches for dog grooming near me and then they see your ad which talks about pet boarding, they might not click. You want to make sure you have a grooming ad showing when someone searches for a grooming related term.

Use Negative Keywords

Negative keywords are keywords that you don't want your ads to appear for. For example, if you're a dog daycare and you don't offer dog grooming services, you would use "grooming" as a negative keyword. This will ensure that your ads aren't shown to people searching for dog grooming services. Other good keywords to set as negatives are things like free, cheap, and any other word that shows that the person searching isn't interested in paying for your services. If someone types "free dog boarding near me" there is a good chance that this person has no interest in actually paying for boarding. It's best to not show the ad to that person and save yourself the money. You can read more about negative keywords here.

Make Use of Remarketing

Remarketing is a great way to reach people who have already shown an interest in your dog daycare or boarding kennel. This allows you to target people who have visited your website, but haven't yet taken action, such as making a booking. You can create remarketing lists based on different actions people have taken on your site, such as visiting a specific page or filling out a form. Have you ever looked at a pair of shoes on Amazon and then seen those same shoes on other websites around the internet. That's Google remarketing in action. It's a great way to build brand awareness as well. If someone visits your site, you can start showing them display ads for your business so that they remember your business name in the future.

Utilize Interest Targeting

Interest targeting allows you to target people based on their interests. For example, if your dog daycare offers obedience training, you can target people who have shown an interest in dog training. Google Adwords gives you very granular control over who will see your ads, so if you can narrow down your target audience into specific interests, that will help make sure that your ads are only seen by people who actually have an interest in doing business with your dog daycare.

Measure Your Results

To determine if your targeting is effective, it's important to measure your results. This includes tracking your impressions, clicks, conversions, and more. You can use tools such as Google Analytics to track your results and make adjustments to your targeting as needed. One of the best ways to track the effectiveness of your Google Ads campaigns is to set up conversion tracking. This will usually include adding a snippet of code to the success message page that people see after filling out your contact form. If someone clicks on one of your ads and then fills out your contact form, you'll know that the client was acquired via a Google Ads click.

Keep Your Ad Creative Fresh

Keeping your ad creative fresh is important to ensure that your target audience doesn't get bored with your ads. You can test different ad creative, including different headlines, images, and calls-to-action, to see what resonates best with your target audience. Maybe on some of your ads you tell people to give you a call and include a phone number. If you see an increase in phone calls of new clients inquiring about dog daycare appointments, you can be sure that your ads are doing the trick.

Test Different Ad Formats

Google Ads offers several different ad formats, including text ads, display ads, and video ads. Testing different ad formats can help you determine which ones are most effective. As a business that is just getting started, it's probably best to stick to search ads. These are most likely where you are going to see the best results. Display ads are good for building brand awareness, but if you're not a huge outfit like Nike, theres really no need to spend a ton of money on brand awareness just yet. Use remarketing for that, it's more cost-effective.

Best of luck advertising your dog daycare and boarding kennel. It will take some time and money to get up and running, but once you learn the ropes, you can really start seeing the benefits. Also, Google will normally give you several hundred dollars in free spend, so that gives you some time to learn the ropes before spending all your own money first.

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