Case: Local Lead Generation & Scalable Growth for Paws & Tails – Grooming Service in Berlin

About the Client
Project: Paws & Tails
Website: paws-tails.eu
Industry: Pet Care / Grooming Services
Location: Berlin, Germany

Paws & Tails is a cozy, loving grooming salon for dogs and cats. Their team provides stress-free, personalized care for every pet. The client reached out with a request to build a full digital funnel to ensure a steady flow of new bookings across two locations in Berlin.

Goals

• Set up local lead generation (targeting Berlin districts)

• Increase conversion volume

• Lower cost per lead (CPL)

• Integrate with alteg.io CRM

• Launch search and display campaigns, then scale them

Our Approach

🔍 1. Launch Preparation

We started with a website redesign and implementation of MQL-based tracking, enabling clear attribution. We also connected alteg.io CRM to automate lead capture and appointment scheduling.

🌍 2. SEO & PPC Structure

We built a semantic keyword core in both German and English. Queries were split by intent: grooming / dog salon / Hundefriseur / Katze schneiden Berlin – and grouped into tightly themed ad sets.

📍 3. Local & Display Campaigns

Separate campaigns were launched per Berlin neighborhood, with geo-targeting and localized language usage. For broader reach, we used Google Display Network, targeting pet interests and grooming services. Awareness-level campaigns were also used to build recognition.

📈 4. Scalable Infrastructure

We began testing dynamic call tracking to link conversions to ad channels. Integration with Ringostat and agency account access is underway to enable deeper analytics.

Results

📊 Launch Impact

The graph clearly shows how, after launch, the yellow line (traffic) spiked up while the red line (CPL) dropped sharply.

🔄 Performance Over Time

Within a few months, we stabilized lead volume, reduced cost per action, improved lead quality, and increased overall bookings.

Conclusion

Thanks to a strategic, full-funnel approach — from redesign to audience segmentation — we built a performance marketing system for Paws & Tails. The result: stable growth, clear data, and readiness to scale.

Work on the project is ongoing.

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