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 on the next page. The detail behind it 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.
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 full list is on the next page.
| 2025 to date | 2026 YTD (1/1 – 5/19) | |
|---|---|---|
| Total inbound calls | 18,315 | 5,835 |
| First-time callers | 5,009 | 1,246 |
| Total customer phone time captured | 924 hr 48 min | 304 hr 59 min |
| Average call duration | 3 min 6 sec | 3 min 11 sec |
Every one of those first-time callers came from a marketing surface we run: paid search, Google Business Profile, the website, online listings, or one of the 68 directory citations we keep current.
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 5 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.
Eighteen services. One retainer. No surprise invoices.
| Service | What it covers |
|---|---|
| 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. |
| Service | What it covers |
|---|---|
| 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. |
| Service | What it covers |
|---|---|
| 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). |
| Service | What it covers |
|---|---|
| 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. |
| Service | What it covers |
|---|---|
| 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. Includes monthly health checks and recording-quality audits. |
| Service | What it covers |
|---|---|
| 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. |
| Service | What it covers |
|---|---|
| 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. |
The honest version: $2,135 a month is a deal. Here's the math.
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.
| 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. |
| 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 |
| Path | Monthly | Annual | Coverage |
|---|---|---|---|
| Current BTG 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 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.
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).
| 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 | — | — |
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.
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.
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.
The current retainer schedule includes the following work scheduled through 2028, locked into the project plan:
Four near-term initiatives. Three are already in motion under the current retainer. One is the quantified pledge: a measurable target for Q3.
Why this is the right pledge: no new headcount, no new tools, no new ad budget. Pure execution against assets we already maintain.
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.
Note: migration is a 0% incremental cost to Gregory. All build work is inside the current retainer scope.
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.
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.
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.
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.
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.
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.
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.
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.
Looking forward to lunch.