Best Marketing for Vets in Australia: What Works, What Doesn’t, and Where to Focus

The veterinary industry in Australia is booming — but it’s also becoming crowded, corporatised, and competitive. With over 2,800 veterinary practices operating across the country and pet ownership rates among the highest in the world (69% of households have pets), it’s never been more important to stand out.

Whether you're launching a new clinic or trying to grow an established practice, the right marketing strategy is essential — and yet most vets struggle to get it right. Not because they don’t care, but because they don’t start with the right question:

“What is the goal?”

Until that’s clear, the tactics won’t matter.

Want to learn more? Book a strategy session  here 

A Growing Industry With Growing Complexity

Australia’s pet care industry is expected to exceed $14 billion by 2030, with spending on animal health and wellbeing increasing year on year. The market is also shifting:

• Millennials are now the largest pet-owning group and expect digital-first service
• There’s growing demand for specialised veterinary services, wellness care, and even allied services like animal physiotherapy
• Corporate vet groups are rapidly expanding, making it harder for independent practices to stay visible

This means that reputation, community presence, and local awareness have never been more important — especially for new or independent clinics trying to establish themselves.

First: Define Your Marketing Goal

Every successful veterinary marketing plan begins with one clear, strategic decision:

What do we want to achieve right now?

Here are some common goals:

• Increase new client appointments
• Boost annual health checks or vaccinations
• Promote a new location
• Build brand awareness in a new suburb
• Drive awareness of dental, desexing, or emergency services

Each goal requires a different channel, a different message, and a different budget.

Channel Breakdown: What Works (and When)

Local Area Meta Ads (Facebook & Instagram)

Best for: New client acquisition, promoting check-ups, vaccines, or new services
Why it works: Meta allows you to geo-target specific postcodes with precision. When done right, it puts your clinic in front of people who already own pets nearby, making it highly effective for brand visibility and short-term bookings.
But it’s not a set-and-forget tool — it requires strong creative, offers, and lead-handling systems.

Google Ads

Best for: High-intent leads searching for urgent or specific services like “vet near me,” “dog limping,” or “emergency vet open now”
Why it works: Google captures people at the moment they need a vet — often urgently. These leads convert at higher rates, but the ad spend is also more competitive.
It works best when paired with a fast-loading, well-structured website and local SEO strategy.

Social Media & Content Marketing

Best for: Community building, retention, and long-term loyalty
Why it works: Most pet owners don’t want to change vets. If you can make them feel part of your clinic’s story, they’ll stay. Behind-the-scenes posts, pet-of-the-week features, and wellness tips can turn your clinic into a community touchpoint — not just a service provider.

Common Marketing Mistakes Vets Make

1. No Lead Nurturing or Follow-Up System

Running ads without a system to follow up leads — whether via SMS, email, or phone — is like catching fish with holes in the net.
Fix: Set up email flows for new enquiries, appointment reminders, and wellness checks.

2. Over-reliance on Organic Posts

A clinic might post daily photos of puppies, but that won’t move the needle without strategic targeting.
Fix: Invest in paid promotion to amplify your best content beyond your existing followers.

3. Generic Messaging

“Trusted local vets” is too vague. What makes you different — your surgical expertise? Friendly staff? 24/7 care?
Fix: Speak to real concerns — affordability, after-hours availability, anxiety-friendly clinics.

4. Ignoring Community Engagement

Your social feed isn’t a billboard. It’s a two-way street. If you’re not engaging with locals online, you’re missing half the point.
Fix: Respond to comments, feature local pets, and tag local businesses.

What Does Marketing for Vets Actually Cost?

Let’s be real: good marketing isn’t cheap, but bad marketing is far more expensive. Here’s a rough idea of the costs involved:

• Website setup & local SEO: $3,000–$8,000 one-off
• Meta or Google Ads: $1,500–$5,000/month in ad spend
• Campaign strategy & management: $2,000–$6,000/month depending on scope
• Email marketing & lead nurturing setup: $1,000–$3,000 one-time, with ongoing refinement
• Ongoing content creation (photography, video, social): $500–$2,000/month

Marketing for vets isn’t a one-off project — it’s a continuous system of visibility, trust-building, and retention. Done right, it delivers consistent ROI by keeping appointment books full and loyalty strong.

Our Experience in the Veterinary & Conservation Space

Our agency has worked extensively in sectors where empathy, community, and trust are essential — and where the audience cares deeply about animals.

Our work with national conservation platforms, community-driven health campaigns, and education-first outreach has taught us exactly how to craft marketing that resonates with pet owners and animal lovers.

We understand how to balance local reach with emotional depth — how to turn a clinic into a trusted name, not just a location.

We’re not just marketers. We’re storytellers, system builders, and customer journey experts who know how to create campaigns that convert and relationships that last.

Final Thoughts

Veterinary marketing isn’t about the flashiest ad or the cheapest clicks. It’s about clarity of goal, consistency of message, and connection with your community.

If you’re starting a new clinic, rebranding, or simply want to fill more appointment slots each week — the right marketing strategy can change everything.

We’d love to help you build it. Want to learn more? Book a strategy session here