So, you’ve just signed the papers. Whether you’ve bought an existing pet grooming business or are opening the doors to your own brick-and-mortar salon for the first time, one reality hits fast: Empty grooming tables don’t pay the rent.
A recent 99 Calls client found themselves in this exact position. They had just acquired a pet grooming business and needed to flood the books, and fast.
The “Game-Changing” Growth Story
In September 2025, this grooming business hired 99 Calls to generate leads for pet grooming services. They started modestly, seeing 24 leads a month. By March 2026, they hit 145 leads per month. That is a 504% increase in just seven months.
What does that look like on the ground? It means going from wondering if the staff will have enough work to fielding 5 new client calls every single day. This isn’t just growth; it’s the peace of mind that comes with a full stable of grooming tables.
The Strategy: A Triple-Threat Approach to Grooming Lead Gen
To achieve rapid growth, we didn’t just “post on social media.” We utilized a high-intent strategy targeting pet owners, exactly when they were looking. This means our groomers receive exclusive and inbound pet grooming leads from people who are actively looking online for a grooming service.
1. Google Search Ads (The “Fast” Button)
For a brick-and-mortar salon, the service area is everything. We targeted a tight radius around the shop to ensure every ad dollar was spent on local clients.
- The Results: 298 pet grooming leads at an average cost-per-lead (CPL) of $32.
- The Trend: As the algorithm learned, costs dropped. By the seventh month, the CPL hit a low of $26.
- The “Secret Sauce”: We targeted dog grooming AND cat grooming. While most competitors bid on “dog grooming,” cat grooming has lower competition and a lower cost-per-click, providing a “sneaky” source of high-margin leads.
2. Google Local Services Ads (LSAs)
LSAs are the “Google Guaranteed” ads that appear at the very top of search results.
- The Results: 258 pet grooming leads at an average cost-per-lead (CPL) of $22.
- The Reviews: The client focused on getting 5-star reviews (over 50 since starting!), which kept them at the top of the rotation.
- Lead Vetting: 99 Calls listened to and vetted these calls. This allows us to dispute “junk” leads (like mobile grooming or horse grooming) to appeal for the client’s money back, while training Google to find more “booked lead” lookalikes.
3. Organic SEO (The Long Game)
SEO takes time, especially in competitive metro areas. By consistently adding new content and utilizing local listings, we are building a foundation for “free” traffic that will pay off for years to come.
Key Takeaways for Salon Owners
- Budget Momentum Matters: This client started small but scaled their budget as they saw the ROI. As the budget grew, the Cost Per Lead actually dropped from $32 to $26.
- Reviews are Currency: Google rewards the best-rated shops with the most visibility. A steady stream of 5-star reviews is the “fuel” for your LSA ads.
- Niche Down to Level Up: Don’t just compete on “dog grooming.” High-intent niches like cat grooming can offer a lower cost-per-click and a higher-margin customer.
- Exclusivity is King: Stop buying shared leads. Branded, exclusive leads lead to higher close rates and better long-term client retention.
What’s Next?
Generating the lead is only step one. The next phase of this success story is gearing towards nurturing & database reactivation. We want those new clients to become lifelong clients! By utilizing the data gathered, we can help the client send reminders and offers to keep those furry faces coming back every 4-6 weeks.
Ready to see your grooming salon’s name at the top of Google?