Dog Mountain Pet Resort and Spa

Group of dogs with owner of Dog Mountain Pet Resort

From Grand Opening to 5,000+ Customers Through Scalable Lead Generation

Location / Footprint: Single location serving the Greater Atlanta, GA, metro area (Atlanta, Stone Mountain, Buford, Alpharetta, Braselton, Jasper)
Services Offered: Boarding, Daycare, Grooming, Training, Cat Boarding
IMPACT Services Provided: Google Ads (Search, Display → Performance Max), SEO, Call Tracking & Measurement (CTM), Website Optimization, Strategy
Engagement Duration: December 2023 – Present
The Bottom Line: Scaled from zero customers to 5,000+, while increasing leads by 30–75% year-over-year and maintaining a consistent ~$8–$9 cost-per-lead as spend more than doubled.

Two dogs on play equipment at Dog Mountain

The Challenge

Dog Mountain Pet Resort didn’t come to IMPACT with a marketing problem.

They came with no marketing at all.

As a brand-new facility opening in December 2023, they were starting from zero. Here’s what followed:

There was no brand awareness in a highly competitive market. The Atlanta metro area is dense with established pet care providers, meaning Dog Mountain needed to earn trust and visibility immediately.
There was no existing demand or customer base. There were no past customers, no referrals, and no organic search presence to rely on.

There was no digital infrastructure in place to support growth. No Google Ads account, no website performance data, no call tracking, and no citation footprint — everything needed to be built from the ground up.
The business needed to generate leads and fill capacity immediately. Unlike established facilities, Dog Mountain couldn’t “ramp slowly.” Occupancy, cash flow, and early momentum depended on driving demand from day one.
The multi-service offering lacked a clear prioritization strategy. Boarding, daycare, grooming, and training all needed visibility — but without a structured system, budget allocation could easily become inefficient.

This wasn’t an optimization problem.

It was a build-the-engine-from-scratch problem — with real business pressure behind it.

Our Approach

From day one, the goal was clear: Build a scalable, data-driven lead generation system that could grow with the business — not just launch it.

1 Paid Search Foundation from the Word ‘Go’

We launched Google Ads on December 7, 2023 — the same month the business opened.

Initial structure:

Boarding Search: $1,200/month
Daycare Search: $900/month
Grooming Search: $600/month

Campaigns were built around high-intent, local search queries, giving Dog Mountain immediate visibility and the ability to capture demand from day one — instead of waiting months (or years) for organic traction.

2 Rapid Budget Scaling Based on Performance

As performance proved strong, budgets were scaled strategically:

Grew from $2,700/month → $5,700/month
Multiple increases tied directly to lead volume and booking demand

According to the client, phones were “ringing off the hook,” with ~5% of daily dogs being new clients — a direct reflection of demand scaling in line with capacity.

3 Channel Expansion: Display → Performance Max Evolution

We then expanded beyond Search to increase reach and efficiency:

Added Display campaigns (Feb 2024) for awareness
Consolidated into Performance Max (Jan 2025)
Expanded to All Services PMax (March 2025) at $1,650/month

The results?

Lowest CPC in the account: $0.34–$0.44
Became the second-highest call driver

Expansion allowed Dog Mountain to capture both active demand and discovery-stage users, improving overall lead volume and efficiency.

4 SEO Expansion for Long-Term Visibility

After establishing paid performance, SEO was introduced in December 2024 to build long-term visibility.

Nine location-specific pages were developed targeting surrounding cities, with a focus on boarding, grooming, and training services.

19 of 20 tracked keywords ranking in the top 10
Visibility in Google AI Overviews and ChatGPT results
Higher engagement and stronger conversion behavior from organic users

Organic search became a meaningful secondary demand channel alongside paid media.

5 Full-Funnel Tracking & Data Visibility

IMPACT implemented call tracking and conversion measurement across all channels.

Calls, forms, emails, reservations, and logins were tracked
Marketing activity was tied directly to booking behavior
Optimization shifted toward lead quality, not just volume

Performance could now be measured and improved based on what actually drives bookings.

6 Continuous Optimization Aligned to Operations

We made strategic decisions based on both performance data and operational realities:

Paused Display campaigns to improve CPC quality
Reallocated budget to PMax for efficiency
Removed underperforming locations from targeting
Deprioritized training ads when capacity was already full

Marketing performance stayed aligned with capacity, ensuring demand supported operations instead of overwhelming them.

The Results

Customer Growth

0 → 5,000+ customers
(Within ~24 months)

Lead Growth

30–75% YOY increase
Consistently across all tracked months

Cost Per Lead (CPL)

~$8.61 → ~$8.83
Maintained efficiency while scaling spend 111%

Best Month (Leads)

652 leads
(March 2026)

Dog Mountain Pet Resort went from opening its doors to becoming a high-performing, capacity-driven operation in less than two years.

Key outcomes:

Lead volume scaled consistently, reaching 652 leads in March 2026
Growth was sustained at 30–75% year-over-year, not just short-term spikes
Google Ads now drives 81% of all tracked calls, becoming the dominant demand channel
Website traffic reached 6,833 sessions/month, with strong mobile engagement (77–85%)
Google Business Profile generated 262 calls and 360 direction requests in a single month

Most importantly, this translated into real business performance:

Daycare stabilized at ~40 dogs/day
Major holidays fully booked (Thanksgiving, Christmas)
Summer demand hitting record levels
Revenue up ~50% year-over-year (as of Sept 2025)

And most critically? Despite doubling ad spend, cost-per-lead remained flat.

That means the system didn’t just grow — it scaled efficiently.

“We have been Impact Marketing customers for almost three years. They are extremely knowledgeable in the ever-changing Google field. They keep our website out front of our competitors and up to date on where we can be better. They are super fast on answering concerns and fixing changes that we ask for on our website.”

Bo Braswell, Dog Mountain Pet Resort

What’s Next for Dog Mountain?

With a strong foundation in place, Dog Mountain’s next phase focuses on compounding growth:

Expanding training visibility through SEO (not paid, due to capacity constraints)
Continuing to scale location-based organic coverage across the Atlanta metro
Deepening conversion tracking and CRM integration
Optimizing toward customer lifetime value and service mix

Launching a pet care business is one challenge. Scaling it efficiently is another.

The difference is having a system that captures, converts, and measures demand — not just generates traffic.

Book a free strategy call with IMPACT’s pet care marketing team to see how a data-driven growth system can help you fill capacity, scale demand, and grow with confidence.

Book Your Strategy Call Today