Hot tip – Google Small Business Online Marketing Guide User Manual
Page 12
When Suzanne Golter opened her dog day care and
boarding business in an Oakland, California, warehouse
in 2004, she knew she had a cheerful and healthy space
for dogs. Happy Hound featured innovations like a state-
of-the-art ventilation system, and a webcam so owners
could check on their pets. Now, Golter just needed
customers. As a one-woman show, spreading the word
had to be something she could manage by herself.
Action
Golter knew that many potential clients would search
online for a service like hers, so she created a Google
AdWords account and began posting short ads. “I set
up my primary means of advertising in one sitting,”
she says.
Golter first used AdWords’ geographic targeting to
cast a wide net, but she quickly scaled back to focus
on the Oakland-San Jose area. She also tried an email
newsletter and ads in national dog-related magazines,
but found that they didn’t perform as well.
Golter also claimed her Google Places page and
updated her information, and she likes to use social
media to interact with customers. She posts photos
of dogs and promotes Happy Hound events and
fundraisers on social networks and she has received
dozens of customer reviews on online review sites.
Results
Today, Happy Hound is filled with dogs, and Golter
has a long waiting list. AdWords accounts for 90% of
her business, bringing in about 40 new clients each
month. “AdWords helped me grow so quickly here,
I know that when I expand, it will help me fill my
next facility,” she says.
SITUATION
• New business
needed to attract
customers
• Owner wanted
effective online
marketing that she
could manage herself
OUTCOME
• Google AdWords
delivers 90% of
customers
• Success offers
blueprint for
second location
12
HOT TIP
Go online and watch the Happy Hound video and
other success stories at
)
Case Study: Happy Hound Gets 90% of its Sales Online
AdWords
Suzanne Golter