Case Study: Veterinary Practice Partners achieves 30% reduction in directory ad spend and improved appointment conversions with CallRail

Veterinary Practice Partners Decreases Directory Ad Spend with CallRail

Veterinary Practice Partners (VPP), a management partner for 35 veterinary hospitals, needed better data to replace gut-driven marketing decisions at the small practices they support. To capture offline and online attribution and evaluate channels like print directories and local listings, VPP implemented CallRail’s dynamic call tracking and call recording to track which campaigns and search sources drove phone leads and appointments.

Using CallRail, VPP ran a two‑month test and listened to tracked calls to measure real conversions; they found 35–44% of unique callers from Google Organic scheduled appointments, which justified a major SEO investment. CallRail also showed which directories actually drove business—helping VPP cut phone‑book ad spend by more than 30% and revealing Yelp accounted for 10% of tracked calls with high conversion rates, prompting increased spend on that channel. CallRail delivered the visibility VPP needed for data‑driven marketing decisions.

Veterinary Practice Partners

Aura Mastraghin

Senior Marketing Manager