Where Bold Thinkers Group fits at Gregory Veterinary Clinic

A note before we begin

Dr. Gregory,

You asked for a detailed accounting of what we do, what it costs, and where we're going next. This packet has all of it, organized so that whoever you bring in as practice manager can read it once and know exactly where Bold Thinkers Group fits in your business.

A practice manager's job is to find money. So we built this packet to answer their first question before they ask it: is this vendor pulling its weight. The short version is just below. The detail follows.

When we sit down on Wednesday, mark this up. If a line item doesn't read right, tell me. If you want to cut something, tell me. If there's something you wish we were doing and aren't, tell me. The point is to leave lunch with a plan you can hand to your new hire on day one.

Looking forward to lunch.

Corey Dierdorff

Founder · Bold Thinkers Group

One-Page Summary

The short version

You pay us $2,135 a month. For that, we run eighteen distinct services across paid advertising, search visibility, content, online reputation, phone systems, and CRM operations.

The numbers that matter

Total inbound calls (2025–today)

18,315

~17 months of data

First-time callers (2025–today)

5,009

Every one from a channel we manage

Phone time captured (2025–today)

925 hrs

Avg call: 3 min 6 sec

Cost per first-time caller

$7.25

vs $25–50 industry CPL

    5,009 first-time callers since January 2025 at our current retainer of $2,135/month = roughly $7.25 in marketing cost per new caller. A vet-vertical lead-buying service charges $25 to $50 per qualified phone lead. Replacing this pipeline with bought leads would cost $125,000 to $250,000 a year. You're spending $25,620.
  

Where the new practice manager should focus

The right question for the practice manager isn't can we cut this vendor. The right question is can we get more out of them. Section "What's Next" outlines four near-term plays we're ready to run in Q3, including a customer reactivation campaign targeting roughly 200 lapsed clients with a projected $36,000 in incremental revenue against zero incremental spend.

Section 1

Everything we deliver each month

Eighteen services. One retainer. No surprise invoices.

Search Visibility

SEO for gregoryvetclinic.com

Technical SEO maintenance, on-page optimization, search-console issue resolution, internal link structure, schema markup, crawl budget. 47 SEO projects completed since engagement began.

Weekly blog content

One new blog post published every week (52/year). Each one is researched, written, optimized for search, and published with internal linking back to service pages.

Monthly backlinks

New backlinks earned each month from veterinary directories, local Tampa publications, and partner sites. Builds the domain authority that keeps Gregory ranking for the searches that matter.

Google Business Profile + Paid Advertising

Google Business Profile management

Profile health, Q&A responses, photo refresh, attributes, hours, holiday updates, posts scheduling. Everything that keeps the GBP at the top of map results for "vet near me" and similar searches.

Weekly GBP blogging

A new GBP post each week (separate from the website blog). GBP posts get prime real estate when potential clients find your profile via search or maps.

Google Ads management

Full campaign management across nine active campaigns: Pet Wellness, Pet Surgery, Pet Dental, Vaccinations, Spay/Neuter, Senior Care, Puppy & Kitten, Heartworm Prevention, Pet Boarding. Bid strategy, keyword expansion, negative keyword maintenance, search-term review, audience targeting, schedule optimization.

Custom paid ads landing page

A dedicated landing page built specifically for paid ad traffic, optimized for conversion (call + booking). Distinct from the main website so we can iterate without touching production.

Online Reputation

Automated review responses

Every new review on Google, Facebook, Yelp, YellowPages, and our other monitored platforms receives a same-day response. Five-star reviews get personalized thank-yous; lower-rated reviews escalate to staff.

Negative review response upgrade

When a low-rated review comes in, we route it to your staff with a one-hour consultation to draft the right response together. Reputation defense, not just monitoring.

Review monitoring (5+ platforms)

Active monitoring of Google, Yelp, Facebook, YellowPages, plus secondary sites. New reviews trigger same-day notifications.

Online listings: 68 directories

Name, address, phone, hours, categories, and business description kept in sync across 68 directory sites including Apple Maps, Bing, Waze, Yelp, Foursquare, Wellness.com, the BBB, plus emerging AI-discovery surfaces (OpenAI, Gemini, Brave, Alexa, Siri).

Website + Custom Infrastructure

Website management

gregoryvetclinic.com: site uptime, security patches, content updates, page speed, mobile responsiveness, plugin updates. Site has been rebuilt and re-architected once already under our care.

Custom careers space

Dedicated careers section with applicant intake forms and automatic staff notifications. Resumes don't sit in an inbox.

Phone System + Communications

Call recording + transcription

Every inbound call is recorded and transcribed into Smart Paws. 925 hours of customer conversations captured since January 2025, a searchable indexed archive available to your team for staff training, missed-opportunity review, and dispute resolution. Recordings tie back to the contact record automatically.

Phone system management

Ongoing administration of the rebuilt phone system: IVR menu maintenance, after-hours routing, on-hold and voicemail messaging updates, integration with Smart Paws for caller-to-contact matching. Monthly health checks and recording-quality audits.

CRM + Multi-Location Operations

Smart Paws CRM access

Full team access to Smart Paws for staff training, client management, appointment workflows, and multi-location social media management. All from one dashboard.

Production Support

Event planning

Annual support for the Fall Festival: promotion, signage, lead capture, social rollout, post-event follow-up.

Video and photo shoots

Periodic on-site shoots for website refresh, social content, or campaign creative. Scheduled at the clinic's request.

Section 2

What that costs vs. the alternatives

The honest version: $2,135 a month is a deal. Here's the math.

If Gregory hired in-house instead

A mid-level marketing coordinator in the Tampa market runs $48,000 to $58,000 in salary. Add payroll taxes and benefits (~22%), plus the software stack (listings tool, scheduling tool, design tool, analytics): $60,000 to $73,000 a year all-in. That's $5,000 to $6,100 a month. And a coordinator at that level can't do the technical SEO, paid ad management, site engineering, or Smart Paws integration work. Those are senior specialist functions that bill out at $80 to $150 an hour wherever you hire them.

If Gregory hired a different agency

Agency tier	Monthly	Coverage
Mid-tier digital agency (Google Premier Partner, vet experience)	$4,500 – $7,500	Most of the scope. Website management, listings, and CRM often not bundled.
Premium full-service agency	$7,500 – $12,000	Full scope plus creative production.

If Gregory bought it à la carte

Service	Monthly equivalent
Google Ads management (15% of ad spend)	$390
SEO retainer	$1,000 – $2,500
Weekly blog (4 posts × $150-$300)	$600 – $1,200
Listings management (68 directories, Yext-tier)	$400 – $600
GBP management + weekly posts	$300 – $600
Website management + hosting	$200 – $500
Smart Paws CRM access + training	$300 – $500
Review monitoring + response (5 platforms)	$200 – $400
Call recording + transcription (vet-volume tier)	$200 – $400
Phone system management + IVR/messaging	$200 – $450
Custom careers + paid ad page builds (amortized)	$150 – $300
Event planning support (amortized annual)	$200 – $500
Periodic video/photo (amortized)	$200 – $500
À la carte total	$4,340 – $8,540 / month

Side by side

Path	Monthly	Annual	Coverage
Current Bold Thinkers Group retainer	$2,135	$25,620	Full scope
In-house coordinator	$5,000 – $6,108	$60K – $73K	Partial. No specialist work
Mid-tier agency	$4,500 – $7,500	$54K – $90K	Most of scope
Premium agency	$7,500 – $12,000	$90K – $144K	Full scope
À la carte hourly	$4,340 – $8,540	$52K – $103K	Full scope, more management load

    The current retainer is $2,200 to $9,900 a month below the next-cheapest comparable option. Walking away from it costs Gregory at minimum $26,000 a year, and could cost upward of $118,000 a year depending on what replaces it.
  

What this means for your practice manager

The marketing line is not a place to look for savings. It's already running below market. The real cost-reduction opportunity sits in staffing schedules, inventory carrying cost, supplier contracts, equipment maintenance, and operational waste. Marketing is the engine that funds the work the new manager will do everywhere else.

Section 3

Performance benchmarks

How Gregory's paid advertising stacks up against vet-vertical industry norms. Numbers below are from the most recent 28-day window (April 19 – May 18, 2026).

Headline numbers

Metric	Gregory	Industry benchmark	Gregory's advantage
Click-through rate	9.1%	4 – 6%	1.5× – 2× higher
Cost per click	$3.51	$3.50 – $5.00	At or below the band
Conversion rate	43%	8 – 15%	3× – 5× higher
Cost per primary conversion	$8.12	$25 – $50	3× – 6× more efficient
Cost per all-conversion	$3.82	$12 – $20	3× – 5× more efficient
Impression share	22%+	15 – 20%	Above benchmark
Mobile share of conversions	100%	80 – 90%	Properly dialed in
Tracked revenue (Diagnostic Services, 28d)	$3,737	—	—

Translated into dollars

    If Gregory's Google Ads were run by an average-performance agency, the same monthly ad spend would have produced roughly 49 to 98 conversions (industry CPA). Gregory's account actually produced 301 primary conversions in the same window.
    
    That's roughly 200 to 250 additional appointment bookings every 28 days attributable to the way the account is currently managed. At a conservative $180 average first-year value per new client visit, those incremental conversions represent $36,000 to $45,000 in incremental monthly revenue above what an average agency would produce on the same spend.

The call volume picture

Paid ads are one piece. The bigger picture is total inbound demand across every channel we manage: paid search, Google Business Profile, organic search, the website, online listings, and review platforms.

Total inbound calls (2025–today)

18,315

~17 months of data

First-time callers (2025–today)

5,009

From channels we manage

Phone time (2025–today)

925 hrs

Avg call: 3 min 6 sec

Calls 2026 YTD

5,835

Jan 1 – May 19, 2026

First-time callers 2026 YTD

1,246

~267 new callers/month

Phone time 2026 YTD

305 hrs

First-time callers: 65.5 hrs

    5,009 first-time callers since January 2025 at $2,135/month retainer = roughly $7.25 in marketing cost per new caller. A vet-vertical lead-generation service charges $25 to $50 per qualified phone lead. Replacing this volume by buying leads would cost $125,000 to $250,000 a year versus the $25,620 Gregory currently pays.
  

For context: every first-time caller is a future client opportunity. At a conservative 60% conversion-to-patient rate and $180 average first-year visit value, the 1,246 first-time callers tracked in 2026 YTD represent roughly $135,000 in projected first-year patient value from the first 4.5 months of 2026 alone.

Section 4

What we've shipped along the way

The original contract was social media and event planning. Over time the scope evolved to website management, Google Ads, SEO, and the operational stack you have today. Here's what got built along the way.

Site architecture + technical SEO

Full website rebuild including new menu system, page hierarchy, internal linking, and staging-to-production migration
Technical SEO audit and resolution: 404 fixes, internal 301 redirects, canonicalization, robots.txt configuration, XML sitemap setup and Search Console processing
LocalBusiness schema markup deployed and tested through Google Tag Manager
Heat map testing and visitor recording on the new site to inform layout decisions
Conversion rate optimization (CRO) test plan built and run in Google Optimize

Local SEO + Google Business Profile

Local citations established across multiple business directories
Location pages on the website optimized and linked to the correct Google Business Profile
Google Business Profile review and enhancement pass
Backlink growth strategy implemented with target site list

Content + on-page optimization

New homepage copy and layout: online review widget, testimonials, latest-post preview
Fresh title tags, meta descriptions, and H1s coded across the homepage and major category pages
Keyword research updated for products and services
Web copy refreshed on major service category pages (new headlines, FAQs, CTAs)
Title and meta description test plan executed on major category pages

Tracking + analytics

Google Tag Manager installation and Search Console verification
Event tracking, goals, and eCommerce tracking configured
Google Analytics monitoring improved with filters, custom dimensions, custom metrics
Aggregate rating and Q&A schema markup deployed via GTM
Google Data Studio campaign analysis dashboards established

Phone + communications infrastructure

Full phone system rebuild: new IVR menu structure, after-hours routing, hold queue logic, and call-tree design
New on-hold messaging and voicemail greetings written and recorded
Call recording deployed across all inbound lines
Call transcription pipeline configured into Smart Paws so every transcript ties back to the contact record
Caller-to-contact matching for inbound calls so the front desk sees patient history on pickup
925 hours of customer phone conversations captured and indexed since January 2025

Already on the calendar

The current retainer schedule includes the following work locked into the project plan through 2028:

Blog posts scheduled

22 months (May 2026 – Mar 2028)

Monthly performance reports

Through March 2028

Quarterly strategic touchbases

Through 2028

Monthly check-ins

∞

Standing cadence

Active builds (in progress)

Site migration: Wix → Next.js. Modern framework rebuild for faster page loads, better Core Web Vitals, and easier blog publishing. Target completion: end of July 2026. Projected annual value: $7,900–$12,400.
Blog Engine Phase 1. Replacing the prior third-party blog feature with a native blogging stack on the new site. Eliminates recurring third-party fees and gives full SEO control.
Smart Paws + Digitail integration. Five-phase rollout connecting Gregory's PIMS to Smart Paws so every completed appointment can trigger a same-day review request. Phase 0 sandbox validation complete.
Surgical + Wellness ads post-cleanup audit. Final tuning pass on the highest-revenue ad campaigns after the conversion framework cleanup.

Section 5

Where we're headed next quarter

Four near-term initiatives. Three are already in motion under the current retainer. One is the quantified pledge: a measurable target for Q3.

1. Customer reactivation campaign (the quantified pledge)

    Target: Reactivate 200 lapsed clients in Q3 2026 (July–September) using Smart Paws CRM + Google Ads Customer Match + email sequence.
  

The math

Roughly 3,000 unique patients estimated in the database from 2025+ first-time callers
Industry-standard lapsed-client rate (no visit in 12+ months): 20–30% = 600–900 lapsed patients in dataset
Realistic 90-day reactivation target: 200 lapsed clients (22–33% of cohort)
Average reactivated client first-year spend (conservative): $180 × 200 = $36,000 incremental revenue
Incremental cost to execute: $0. Uses scope already covered by the current retainer (Smart Paws + ad management)
Projected return: 5.6× on Q3 retainer spend from this single initiative

2. Website migration: Wix → Next.js (in flight)

The current Wix site is the bottleneck on every site-speed and SEO improvement. Migration to Next.js (the same modern framework powering our other vet clinic builds) unlocks faster page loads, better Core Web Vitals, easier blog publishing, and a content engine that supports the weekly blog cadence without manual hosting work.

Target completion: end of July 2026
Expected results 60–90 days post-launch: 15–25% reduction in Largest Contentful Paint, improved Google Ad Quality Scores driven by faster landing-page experience, organic ranking lift on speed-sensitive queries

Projected annual value: $7,900–$12,400 incremental. Breakdown:

Estimated 5–8% conversion lift on paid ad campaigns from faster landing pages: ~30–48 additional bookings/year × $180 first-year value = $5,400–$8,640
Estimated 8–12% reduction in Google Ads CPC from improved Quality Scores at current spend: $2,500–$3,750 in saved ad budget per year

Migration is a 0% incremental cost to Gregory. All build work is inside the current retainer scope.

3. Blog Engine Phase 1 (in flight)

Replacing the prior third-party blog feature with a native blogging stack on the new site. Faster publishing, better SEO control, full author + category support, zero recurring third-party fees.

4. Smart Paws + Digitail review automation (queued)

Five-phase rollout to connect Gregory's Digitail PIMS to Smart Paws so every completed appointment can trigger a same-day review request, 90 minutes post-appointment, when the pet parent is still feeling the relief. Industry data suggests 14–18% conversion on this kind of post-visit review request. Multiplied across ~3,000 patients/year, even a conservative result could double Gregory's Google review velocity within 12 months.

Section 5 (continued)

Conversations worth reopening in H2 2026

Three projects we scoped together over the past year that went quiet for one reason or another. As the practice manager onboards in the back half of 2026, these are the three we'd recommend bringing back to the table. Each one has a real market value attached and is ready for a focused 30-minute conversation when the timing is right.

1. AI voice agent for the front desk

An AI receptionist that handles appointment booking, prescription refills, and FAQ calls 24/7. Integrated with Smart Paws so every interaction lands in the contact record. The technology has matured significantly in 2026 and is now reliable enough for live deployment in vet practices.

Market value: Equivalent to $35,000–$50,000/year in receptionist FTE coverage, with 24/7 availability staff alone can't provide. Most practices that deploy AI voice see 15–25% lift in after-hours booking capture within 90 days.

Status: Initial scoping conversation happened earlier this year. Worth a fresh look in Q3 once the new practice manager is in seat.

2. Inventory management inside Smart Paws

Bring Gregory's inventory into Smart Paws so the system tracks stock levels, fires low-stock alerts before stockouts, automates reorder triggers, and connects vendor purchase orders to the receiving workflow. Cleaner data, fewer manual counts, fewer emergency-order phone calls to suppliers.

Market value: Industry data shows good inventory management software delivers 5–10% reduction in carrying costs for vet practices. For a clinic Gregory's size, that's typically $5,000–$20,000/year in inventory savings, plus the labor recovered from manual counting and reordering work.

Status: Discovery work paused mid-2025. The Smart Paws inventory module has gotten significantly more capable since then.

3. Deeper phone + CSR integration in Smart Paws

Take the existing call recording and transcription pipeline further. Connect missed-call workflows, post-call action automation (callback queues, escalation routing), and CSR performance dashboards. Turn the 925 hours of captured calls into a live coaching tool, and recover revenue from missed and dropped calls automatically.

Market value: Industry data on missed-call recovery workflows suggests 10–20% of missed calls can be recovered with automated callback sequences. Conservatively, even 50 missed calls/month recovered × $180 first-year LTV = $108,000/year in recovered revenue.

Status: Concept work explored late 2025. Worth pulling forward as soon as the practice manager has a feel for the current front-desk workflow.

    None of these are committed scope. They're real projects with real value, parked at the right moment in the year. Bringing them back is the kind of "where's the next dollar" conversation a practice manager is wired to have, and we're ready when you are.
  

Section 6

A question worth asking

If a practice manager's mandate is to reduce overall costs 2-5%, the obvious place to look is line items. But the harder, more honest question is: which line items, if cut, would cost the business more in lost revenue than they save in fees.

    Marketing spend at $2,135/month against a pipeline producing 267 first-time callers a month at a 43% paid-ad conversion rate is the wrong line item to cut. It's the line item that produces the customers everything else is built around.
  

The right move for a new practice manager is to audit the high-impact spending: staffing schedules, inventory carrying cost, supplier contracts, equipment maintenance. Use marketing as the engine that funds the savings work.

We're happy to be vetted at lunch on Wednesday. We're happy to mark up any line you want to question. The packet is built so that you walk out with a plan the new hire can run from day one.