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The Dog House Pet Salon Case Study

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About the Dog House Pet salon

  • Industry: Pet grooming, boarding & daycare (3 Houston locations)
  • Services in scope: Website redesign, SEO, Google Ads, Local SEO, Conversion tracking
  • Goal: More bookings without inflating ad spend
 

The Challenge

  1. Outdated website UX. Slow load times and a 6‑step booking flow hurt conversions.
  2. Stalled growth. Traffic and calls plateaued despite steady ad budgets.
  3. Data blind spots. Universal Analytics sunset left leadership comparing apples to oranges.
  4. Crowded market. Houston is packed with groomers chasing the same “near me” keywords.
 

Our Strategy (Search Everywhere Blueprint)

0. Website & UX Redesign

Before touching traffic channels, we rebuilt the site on a lightweight WordPress stack, streamlined navigation, switched to a two‑click “Book Now” funnel, and cut load time from 5.8 s → 1.9 s (Lighthouse mobile). Core Web Vitals went all‑green.

Technical & Content Overhaul

  • Fixed keyword‑stuffing across legacy blogs → Yoast green lights.
  • Swapped hard‑coded maps for Yoast Local blocks to inject LocalBusiness schema.

Local Pack Domination

  • Whitespark citations + UTM‑tagged “Book Now” buttons inside each Google Business Profile.
  • Map Rank Tracker tuned to location‑level KPIs (Pearland, Memorial, Galleria).

Paid Media Precision

  • Split P‑Max Retargeting from prospecting to protect warm‑audience ROAS.
  • Re‑launched the “Female Campaign – Pet Grooming” ad group with fresh creative.

Radical Transparency

  • Live Looker Studio dashboard (“Dog House Budget Report”) pulls GA4, Ads, GBP & Semrush into one view—no spreadsheets, no guesswork.

Execution Highlights

Area Key Tactic Status
Website Rebuilt site, mobile‑first UX, load time 5.8 s → 1.9 s ✅
SEO 17 toxic backlinks disavowed, DR 60+ editorial win secured ✅
Content 3 location‑targeted blog drafts ready for launch ✅
Ads Retargeting_PMax paused → fixed → audiences repopulating ✅
Tracking GA4 thank‑you events mapped by location & client type ✅

Results (Feb 1 – May 11 2025 vs. prior‑period)

KPI Before After Δ
Page Load Time (mobile) 5.8 s 1.9 s −67 %
Organic Sessions 6,284 18,295 +191 %
Top‑10 Keywords 12 105 +93
GBP Interactions – +18 % Up 6‑mo
Form Submits 311 364 +37 %
Cost per Conversion (Ads) $14.70 $17.25 Stable (< $3 CPC)
Ads conversion value dipped during a 7‑day retargeting pause—now normalized.

Transparent Reporting

Every metric above lives in a real‑time GA4 + Looker Studio dashboard—client‑side teams see exactly how dollars in → traffic & conversions out. No screenshots, no spin.

Next‑Step Focus (Next 14 Days)

  1. Ads: Let retargeting audiences fully repopulate, then evaluate ROAS.
  2. Content: Publish location‑blogs to cement authority in Galleria, Memorial & Pearland.
  3. Local SEO: Add GBP “Book Now” UTM links to trace click‑to‑call inside GA4.
  4. Site Health: Knock out 3 errors / 23 warnings to return to 97 %+ Semrush score.

Client Takeaway

“We knew grooming was competitive, but IMPROZ proved we don’t need bigger budgets—just smarter strategy. Phones are ringing again, and we can finally track every booking.” — Operations Manager, The Dog House Pet Salon

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