Best pet care marketing strategies for 2025: Grow your grooming, boarding, or vet business
Struggling to stand out in the pet care industry? Zeely AI reveals the best marketing tactics to boost your grooming, boarding, and veterinary business.
Pet care marketing strategies are the structured methods you use to attract new pet owners, engage existing customers, and build lasting loyalty in a competitive marketplace. In the U.S., the total pet industry is projected to reach $157 billion in 2025, up from $152 billion in 2024, which reflects resilient consumer behavior even amid economic uncertainty.
You face three critical challenges in your marketing funnel:
- Awareness: Standing out in organic search and local discovery
- Engagement: Keeping customers connected through email, SMS, social media, and loyalty programs
- Conversion & retention: Driving repeat bookings and referrals, while measuring ROI effectively with pet-specific KPIs like bookings, retention, CTR, and average order value.
By using tactics from this guide, you’ll bolster your visibility in local search, engage pet owners meaningfully, and build a customer base that sticks, so keep reading.
Understanding the pet care market growth and challenges
In the U.S., pet industry spending is robust. Total pet care and services segment alone is projected to be worth around $62.1 billion in 2025, growing at approximately 7% CAGR through 2030.
Several trends underscore why this growth matters for your marketing strategy:
- Humanization of pets: Owners increasingly treat pets as family. U.S. pet insurance coverage climbed to 6.4 million pets in 2024, a 20% increase over the prior year, and that means owners invest in long-term pet wellness. This supports strategies like loyalty programs, pet insurance cross-promos, and high-touch grooming or veterinary services.
- Digital-first spending: E-commerce and subscription business models are reshaping expectations. While offline retail still dominates, online pet product channels are expanding rapidly. That’s a signal to invest in PPC, Google Ads, Facebook campaigns, and seamless mobile booking funnels.
- Rising veterinary costs: The U.S. veterinary care market is projected to rise from $39.8 billion in 2024 to $41.4 billion in 2025. Cost inflation grew faster than overall consumer inflation, which is about 5.9% in the past year. That intensifies pressure on pet owners but also opens opportunities for SMS reminders, affordable package services, and compelling value-focused messaging.
Why effective marketing is essential for pet businesses
In the U.S., more than 66% of households own at least one pet, representing over 87 million homes. That massive base of pet owners means opportunity, but without the right marketing strategy, your business risks getting lost among larger retail chains, veterinary groups, and digital-first brands like Chewy and BarkBox.
Visibility determines acquisition
If your grooming salon, daycare, or veterinary practice isn’t optimized for local SEO and doesn’t have a polished Google Business Profile, you’re effectively invisible to new customers. Paid ads on Google and Facebook fill gaps, but consistent organic visibility builds sustainable growth.
Engagement drives loyalty
Pet owners are emotionally invested in their animals, and that translates to loyalty, but only when you nurture relationships. A McKinsey study found that personalized experiences increase customer satisfaction by 20% and can lift sales by 10 to 15%. For pet care businesses, this means SMS reminders, seasonal promotions, and community-driven content directly impact retention.
Retention protects revenue
The cost of acquiring a new customer is 5 to 7 times higher than retaining an existing one. In pet care, loyalty programs, online reviews, and referral campaigns aren’t just “nice extras”, they are critical levers for maintaining profitability. A consistent stream of repeat visits stabilizes cash flow, while word-of-mouth referrals expand your client base organically.
Measurement unlocks growth
Finally, marketing without metrics is guesswork. Tracking KPIs like bookings, repeat visits, CTR, and ROI ensures you can reinvest in what works and cut what doesn’t. Platforms like Google Analytics, Meta Ads Manager, and specialized pet care software give you the data you need to grow systematically.
Pet care marketing strategies to stand out
Paid ads (Facebook, Instagram, local ads)
Paid ads are one of the fastest ways to gain visibility for your pet business. In the U.S., Facebook and Instagram remain dominant, with 67% of pet owners active on social platforms daily according to Statista. These platforms let you target by location, interests, and behaviors — ideal for pet services like grooming, boarding, and veterinary clinics.
- Personalized Facebook & Instagram ads: Use interest targeting (dog owners, cat owners, pet parents), custom audiences (past customers, website visitors), and lookalike audiences. Combine video ads with carousel formats showcasing before-and-after grooming results, happy pets, or special offers.
- Local ads: Google Local Services Ads and geo-targeted PPC ensure your business appears when nearby pet owners search “dog daycare near me” or “vet clinic open now.” Location extensions in Google Ads and call-to-action buttons like “Book now” increase conversion rates.
- Budget Benchmarks: Start with $20–$30 daily on Facebook/Instagram for local reach and $500–$1,000 monthly on Google Ads. Track CTR, CPC, and bookings as your main KPIs.
Pro Tip: Pair seasonal promotions (National Dog Day, holidays) with paid ads to maximize relevance and shareability.
SEO optimization for pet services with local tactics
Local SEO is one of the highest ROI strategies for pet care businesses because most searches are intent-driven. If your pet business ranks high in Maps and organic results, you capture more bookings without relying only on ads.
- Google Business Profile (GBP): Claim and optimize your profile with updated hours, photos of pets and facilities, and FAQs. Respond to all reviews, both positive and negative, to boost credibility.
- Local keywords: Use terms like “dog grooming in Austin,” “pet boarding Chicago,” or “cat vet near me.” Build dedicated landing pages for each service area.
- Citations & reviews: Keep your business name, address, and phone (NAP) consistent across Yelp, Nextdoor, and directories. Reviews directly influence rankings and click-through rates.
- Technical SEO: Ensure mobile-friendly booking funnels, fast website speed (<2.5s LCP), and structured data markup for LocalBusiness schema.
Pro Tip: Add Q&A to your GBP with real queries like “Do you groom cats?” to pre-qualify leads and improve visibility.
Social media marketing for pet businesses
Social media marketing for pet businesses thrives on visual storytelling. The U.S. pet industry is highly social-driven.
- Content mix: Share behind-the-scenes videos, grooming transformations, pet birthdays, or staff spotlights. Use UGC campaigns with branded hashtags to encourage customers to share.
- Paid + organic synergy: Boost top-performing organic posts to expand reach affordably. Focus on reels, TikTok-style shorts, and Instagram stories.
- Engagement Drivers: Contests (“Cutest pet of the month”), giveaways, and referral programs build buzz while generating leads.
- Platform Priorities: Instagram and TikTok for visuals, Facebook for community groups and local targeting, Pinterest for pet product promotion.
Pro Tip: Use polls and quizzes in Instagram Stories (“Which haircut looks best?”) to engage followers and collect market insights.
Content marketing and seasonal campaigns
Content marketing for the pet industry builds authority, trust, and long-term SEO traffic. Seasonal campaigns keep your messaging timely and relevant.
- Educational blogs: Write about grooming tips, nutrition, pet health, and training advice. Optimize for long-tail searches like “best dog grooming ideas for small breeds” or “how to prepare your cat for vet visits.”
- Seasonal promotions: Tie campaigns to holidays—Valentine’s (pet spa packages), summer (boarding specials), Halloween (pet costume contests). Create promo codes and highlight them across email, SMS, and ads.
- Video Content: Tutorials, vet Q&A sessions, and before/after grooming reels increase watch time and shareability.
- Email & SMS Integration: Pair new content with newsletters and reminder campaigns to bring customers back.
Pro Tip: Build a “Pet owner seasonal calendar” with recurring promotions to stay consistent year-round.
How to boost customer engagement and retention
Email marketing campaigns in pet care
Email marketing remains a reliable way to drive repeat visits and build loyalty. Structured flows, like welcome series, appointment reminders, seasonal newsletters, and reactivation campaigns, give you predictable customer touchpoints.
- Benchmarks: Open rates of 21–25%, CTR of 3–5%, and conversion rates between 6–8% are realistic goals for pet care
- Case example: A New York grooming salon introduced a “Happy Birthday, Max!” email with a free pawdicure add-on. Within 90 days, repeat bookings rose by 17%
- Tools: Mailchimp and Moosend automate flows, while Zeely Zeely helps create ad-ready creative assets (video, static, UGC-style) that can be repurposed in email campaigns
- Integration: Pair emails with SMS reminders to cut no-shows by 20% and request reviews directly after appointments
- Schema context: Adding Review schema to customer testimonials collected by email increases visibility in search snippets
By tying email campaigns to measurable KPIs like bookings, reviews, and ROI, you turn them into a dependable revenue channel.
User-generated content and community building
UGC builds trust and lowers acquisition costs. For pet businesses, photos of grooming transformations or playful daycare moments create authentic, shareable content.
- Benchmarks: Instagram UGC posts see engagement rates of 4–7%, compared to 1–3% for branded posts
- Case example: A Chicago daycare launched a “Pet of the month” contest. Entries doubled their social reach, and referrals increased by 23% in two months
- Tools: Canva for branded overlays, Instagram Reels for short clips, and Zeely’s AI video generator to turn UGC into ad-ready campaigns
- Integration: Use UGC winners in email newsletters, repost across TikTok and Instagram, and feature them on your Google Business Profile for local SEO signals
- Schema context: Embedding UGC reviews with LocalBusiness schema reinforces credibility in search results
UGC is not just about social media, it fuels every channel, from ads to SEO, making your brand community-driven.
Personalized marketing for pet owners
Personalization is one of the strongest levers for retention. For pet services, that means recognizing each animal by name and tailoring communication to their needs.
- Benchmarks: Personalized emails generate 6x higher transaction rates. SMS confirmations with the pet’s name see open rates above 90%
- Case example: A vet clinic in Dallas automated vaccine reminders with pet names. Compliance improved by 25%, creating both healthier pets and steadier revenue
- Tools: Gingr, Pawfinity, and Zeely’s CRM features let you segment by pet type, service history, or visit frequency
- Integration: Combine birthday offers with loyalty program credits, then amplify results by showcasing them in social feeds
- Schema context: Use Event schema for milestone-based promotions like “Adoption anniversary spa day”
When every message feels like it was written for their pet, owners reward you with loyalty and referrals.
Leveraging pet industry trends like humanization
Pet humanization drives premium spending in the U.S. Owners expect experiences for their pets that mirror their own self-care routines.
- Benchmarks: Premium upsells like spa add-ons can raise average order values by 15–25%. Seasonal campaigns drive booking spikes of 20–40%
- Case example: A Los Angeles groomer introduced aromatherapy and organic shampoos as premium tiers. Within six months, average ticket size rose 22%
- Tools: Square Loyalty for tracking rewards, Shopify for premium add-ons, and Zeely for creating ad campaigns that frame services as luxury care
- Integration: Pair seasonal events like Halloween pet costume contests with social ads and follow-up emails featuring UGC from participants
- Schema context: Adding Product schema for premium add-ons improves discoverability in Google Shopping and local results
By aligning with the humanization trend, you move beyond basic service delivery and position your brand as part of a pet owner’s lifestyle.
Innovative tactics: Influencer and affiliate programs
Influencer partnerships for pet brands
Influencer partnerships help you expand reach and build trust by tapping into audiences that already follow and admire pet personalities. In the U.S., micro-influencers (5,000–25,000 followers) typically generate 4–7% engagement rates, far above the 1–3% averages of larger accounts, and they often cost between $100–$500 per sponsored post. For broader exposure, mid-tier influencers with 25,000–100,000 followers can range from $500–$5,000 per post.
- ROI math: If you spend $500 on a micro-influencer campaign and secure 20 new clients, your Cost per Acquisition (CPA) is $25. Compare this with your average client Lifetime Value (LTV). If each client spends $600 annually, the ROI is positive.
- Platforms: TikTok, Instagram, and YouTube are the strongest channels for pet influencer campaigns, while AspireIQ and Upfluence help you manage partnerships.
- Integration: Repurpose influencer content across your paid ads, landing pages, and social feeds. Zeely’s AI ad generator allows you to quickly adapt influencer clips into ad-ready creatives that match your funnel.
- Compliance: Always follow FTC guidelines by disclosing partnerships with #ad or #sponsored to maintain trust and transparency.
- Schema context: Use VideoObject schema for influencer videos published on your site to improve visibility in Google video results.
By treating influencer marketing as a performance-driven channel, you transform it from a vanity play into a scalable acquisition strategy.
Pet affiliate marketing and profitability tips
Affiliate marketing turns customers, bloggers, and community partners into performance-based promoters. Standard affiliate commissions in the pet sector range from 5–15% per sale, while subscription businesses often offer 20% or more to reward long-term referrals. The key is to set commission levels that remain profitable against your average LTV.
- ROI math: If your average customer spends $600 a year and you pay $60 in commission (10%), you’re still left with strong margins and predictable acquisition costs.
- Platforms: ShareASale, Refersion, and Impact are popular affiliate networks, while custom referral codes can be managed through Shopify or Square Loyalty. Zeely can support this by generating campaign assets that affiliates reuse across social and blogs, ensuring consistency with your paid ads.
- Integration: Provide affiliates with influencer-style creative packages and discount codes. This creates a hybrid model where affiliates act as micro-influencers while also driving trackable conversions.
- Compliance: Affiliates must disclose referral relationships to stay compliant with FTC rules and maintain transparency with consumers.
- Schema context: Apply Product schema to affiliate-linked products and services on your website, boosting chances of appearing in Google’s rich results with ratings and availability.
Affiliate marketing scales because you only pay for performance. When paired with influencer campaigns, it creates a powerful ecosystem where awareness and conversion reinforce each other.
Case studies and real-world examples
Chewy: Personalization at scale
Chewy has built one of the most loyal customer bases in the U.S. pet industry by focusing on personalization and customer service. Their emails and direct mail include pets’ names, while surprise gifts like handwritten holiday cards generate viral word-of-mouth. By combining advanced CRM segmentation with emotional branding, Chewy shows how personalization drives repeat orders and lifetime value.
What you can apply:
- Use personalized touchpoints such as birthday emails or surprise loyalty perks
- Segment by pet type and buying behavior to make offers more relevant
- Automate re-order reminders for consumables like food or supplements
Photo source: Chewy
Barkbox: Subscription loyalty and storytelling
BarkBox grew rapidly by packaging pet care into monthly subscription boxes. Each box comes with a theme, such as “Jurassic bark”, which makes unboxing shareable content. Their social media thrives on user-generated photos and videos, turning customers into a marketing channel. This strategy demonstrates how a subscription model, combined with creative storytelling, fuels both retention and engagement.
What you can apply:
- Build loyalty programs that mimic subscription value, like monthly grooming packages
- Create themed seasonal promotions that encourage social sharing
- Use UGC from customers to amplify your brand story on Instagram and TikTok
Photo source: Barkbox
Petco: Omnichannel integration
Petco remains competitive by integrating digital and local experiences. With curbside pickup, mobile booking, and strong local SEO, they meet customers wherever they are. Their campaigns emphasize wellness, sustainability, and premium product lines tapping into the pet humanization trend.
What you can apply:
- Optimize your Google Business Profile to capture local search intent
- Offer convenient booking options, SMS reminders, or curbside pickup if applicable
- Position premium add-ons as lifestyle upgrades, not just services
Photo source: Petco
Lessons for small businesses
You may not have the scale of Chewy, BarkBox, or Petco, but the strategies scale down. Personalization builds loyalty, storytelling fuels social engagement, and seamless local SEO ensures discoverability.
Tools like Zeely let you repurpose UGC into paid ad campaigns, while email and SMS platforms handle retention. By adopting these proven tactics, you create a growth engine that keeps your business relevant in a competitive market.
Practical application: Using AI generator to create pet care ads
Once you’ve mapped your strategy, the next step is execution. This is where AI tools like Zeely come in. Instead of spending hours designing ads, you can generate campaigns in minutes.
- Add your service page link (grooming, boarding, or vet) and Zeely imports the key details automatically
- Choose the ad format that works best for your audience, from static posts to UGC-style videos
- Let the AI generate ad copy and visuals, then make quick edits to fit your brand
- Launch directly on Facebook with Facebook ad creator and Instagram with AI reel maker with built-in targeting for local pet owners
This approach saves time, lowers acquisition costs, and ensures your ads stay consistent with the strategies outlined above. By blending automation with personalization, Zeely helps you turn marketing ideas into results faster.
What are your next steps
Your next move is to put these strategies into practice. Start by choosing one service page or product link and generate your first AI-powered ad with Zeely. Test different formats, monitor performance, and refine what works. Each campaign you launch will bring you closer to more bookings, stronger customer loyalty, and higher ROI. Zeely gives you the speed and tools to grow with confidence.
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