Company: Accelerated Digital Media
Company Description: Accelerated Digital Media is a performance marketing agency that works with growth-minded brands to deliver superior results across SEM, paid social, and programmatic marketing channels.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Pet Care
 Nomination Title: How AD's Google Ads Strategy Helped More Pet Owners Find Care from Veterinary Emergency Group
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
[REDACTED FOR PUBLICATION]
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 175 words used.
A medical emergency for a pet can be truly terrifying, and pet owners need to be able to quickly connect with quality care. Veterinary Emergency Group (VEG) is a growing network of quality animal emergency clinics with locations in 26 states. VEG’s business model hinges on bringing individuals and their pets to more than 80 in-person clinics across these states.
This campaign arose from VEG’s need to maintain or improve revenue per clinic while scaling aggressively by opening 3–5 new locations each month. The Emergency Veterinarian space has become increasingly competitive, with rising investments from competitors creating market pressure.
VEG needed to balance between scaling these new locations while optimizing existing ones to remain competitive. Their primary internal goal was to stay ahead of these market forces by maximizing their SEM investment’s effectiveness. The challenge included managing location-specific campaigns in a way that drove in-clinic revenue and supported rapid market expansion. ADM’s expertise in restructuring accounts and tailoring Google Ads strategies to location-specific business needs made us the ideal choice to achieve these ambitious objectives.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 217 words used.
ADM began with a detailed audit and complete restructuring of VEG’s Search campaigns. Three foundational strategies were implemented on Google Ads:
Match Type Optimization & Keyword Restructure: ADM shifted from a Phrase and Broad Match strategy to exclusively using Phrase and Exact Match. High-performing, high-intent keywords [REDACTED FOR PUBLICATION] were grouped into thematic buckets, allowing for targeted efforts that drove incremental in-clinic revenue.
Tiering Campaigns for Multi-Level Goals: Campaigns were divided into three tiers to address varied performance needs. Tier 1 focused on scaling top-performing locations while maintaining profitability. Tier 2 aimed to optimize underperforming campaigns to improve margins. Tier 3 was dedicated to new locations (under a year old), supporting their early growth. Each tier was tailored with ad groups ranked by intent, with lower-intent themes used only in proven Tier 1 campaigns to support scalability.
Shell Campaign Templates for Growth: ADM implemented templates to streamline the launch of 34 new locations in 2023. These templates prioritized high-intent keywords, saturating relevant markets and ensuring strong initial performance.
This tiering system allowed ADM to dynamically adjust campaigns based on performance, scaling high-performers or optimizing for efficiency where needed. By restructuring VEG’s account around intent, location, and growth priorities, ADM supported VEG’s rapid expansion while improving revenue across both new and existing markets.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 206 words used.
After launching VEG’s new strategy, ADM continued to scale investment and launch in new markets. From May 2023 until the end of December 2023, calls increased by 108%, Store Visits (tracked by Google) increased by 88%, and revenue grew by 95% year-over-year across all markets (in the attached report, ROAS only shows a downward trend due to new locations not being tracked in the year prior).
This was not exclusively due to the addition of new locations: existing markets also thrived, with calls up 59%, store visits up 46%, and 47% year-over-year according to VEG’s own data.
In Q4, historically a slower period in veterinary clinic bookings, ADM’s tiering system and optimized campaign structure helped outperform key KPIs, with Store Visits up by over 48% and revenue per clinic up 47% compared to the same time period in the year prior. ADM also launched 34 new locations, leveraging high-intent themes to saturate local markets effectively
This success resulted in a contract renewal and a nearly 200% year-over-year increase in VEG’s SEM budget commitment, reflecting the brand’s confidence in ADM and our ability to scale efficiently while driving measurable business impact. [REDACTED FOR PUBLICATION]
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 25 words used.
Attached are:
1. VEG_ADM_Report.pdf (Google Ads outcomes from May 1st, 2023 until December 31st, 2023)
2. VEG_ADM_Q4_2023.png (Google Ads outcomes for Q4 2023)
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