AmeriVet, a network of 200+ veterinary clinics nationwide, operates in a competitive market dominated by a few behemoths. Intrepid shifted the paid media program from ROAS-based to a more operationally actionable New Client Cost Per Booking (NC CPB) framework.
AmeriVet's paid media program was historically optimized toward NC ROAS (New Client Return on Ad Spend), which created several operational and strategic limitations as the program scaled across hundreds of veterinary practices. ROAS was heavily reliant on downstream revenue attribution, inconsistent across practices, and influenced by factors outside media performance.
This made it difficult to accurately compare clinic efficiency across markets, scale budgets confidently, and align paid media reporting with leadership's acquisition goals. The objective became transitioning to a more operationally actionable KPI centered on NC CPB (New Client Cost Per Booking).
Intrepid partnered closely with AmeriVet leadership, analytics teams, and platform partners to transition reporting, optimization, and budget allocation frameworks from NC ROAS to NC CPB, rebuilding campaign evaluation models around acquisition efficiency thresholds.
We developed clinic cohorting and prioritization systems based on CPB performance, and implemented broader use of first-party conversion signals through Patient Prism and Vetstoria integrations, weighting conversion actions toward new client outcomes rather than total conversion volume.
We introduced brand exclusions and search query refinement to reduce returning-client bias, and expanded use of broad match, Performance Max, and AI-driven bidding strategies while closely monitoring acquisition efficiency.
One of the largest obstacles was attribution consistency — because the program relied on multiple booking sources and call tracking systems, ensuring clean conversion classification between new and returning clients required extensive auditing. Another challenge was organizational change management, realigning stakeholders around a new success metric.
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