Connected TV Ads for Pet Groomers: How to Get in Front of Pet Owners on Hulu & YouTube TV

May 26, 2026·Nataliia· 9 min read All posts

Pet owners are some of the most loyal customers on the planet. They'll drive across town for a groomer they trust and spend freely on their furry family members. The challenge? Reaching them before they commit to someone else. Connected TV (CTV) advertising puts your grooming business in front of local pet owners right on their living room screen — where they're relaxed, receptive, and watching alongside the pet curled up next to them.

Why CTV Works Exceptionally Well for Pet Groomers

Pet owners are an identifiable audience segment. Data platforms track pet ownership signals through purchase data, app behavior, and household data — meaning you can serve your CTV ad specifically to households with pets in your zip code. That kind of targeting precision was impossible with traditional local TV.

Beyond targeting, CTV delivers something cable TV never could: accountability. You'll see exactly how many households watched your ad, how long they watched, and whether they subsequently visited your website or searched for your business name. For a service business like pet grooming, where every new client is worth $600–$1,200 per year in recurring revenue, even a handful of new bookings from a CTV campaign makes the math work.

Pro Tip

Want expert help? DataLatte's Google Ads management service is built specifically for local small businesses.

67%↑

US pet owners use at least one streaming service daily

Nielsen 2025

$900↑

Average annual value of a loyal grooming client

Industry estimate

45%↑

Pet owners who researched a service after seeing a streaming ad

Petco Media study

$32→

Typical CTV CPM for pet owner targeting

DSP platform data

How Targeting Works for Pet Grooming Businesses

The magic of CTV is layered targeting. Here's how to build a precise audience for your grooming business:

Geographic targeting: Set a 3–7 mile radius around your salon. Pet owners rarely drive more than 10 minutes for grooming — most prefer somewhere on their commute route or close to home.

Household-level audience segments: Purchase data from retailers like Petco, PetSmart, and Chewy powers pet owner segments available through most DSPs. You're targeting people who actually buy dog shampoo, grooming tools, and pet food — not just people who clicked a pet-related article once.

Life stage targeting: Households with dogs vs. cats, large-breed owners vs. small-breed, puppies vs. senior pets — these segments exist and respond differently. A video showing a fluffy golden retriever being groomed will resonate far better with golden retriever owners than a generic "we groom all pets" spot.

Dayparting: Run ads in the evening (7–10pm) when pet owners are relaxed and browsing streaming content. Weekend mornings also perform well, as people are planning their weekend errands.

Creating Your CTV Ad: Practical Tips for Pet Groomers

You don't need a professional film crew. Here's what works:

The 15-second formula: Open with a "before and after" shot of a freshly groomed dog (nothing sells grooming like transformation). Add your business name, phone number or website, and one key differentiator: "Fear-free grooming," "Same-day appointments," or "We groom cats too." Close with your local area: "Serving [Neighborhood] and [Neighborhood] since [Year]."

Shoot your own content: A well-lit, in-salon video shot on a modern smartphone is perfectly acceptable for CTV. Good lighting matters more than camera quality. Natural light from a large window works beautifully for pet videos.

What NOT to do: Avoid cramming in a price list or service menu. CTV is brand-building, not a coupon flyer. One strong message, delivered warmly, outperforms a list of bullet points every time.

Pro Tip

If you have video of a particularly photogenic regular client (with the owner's permission), reach out and ask if you can film a quick before-and-after grooming video. Authentic content featuring real pets from your actual client base builds trust instantly — and your existing clients will love seeing their pets on TV.

Budget and Timeline Expectations

Starting budget: $600–$1,200/month is a practical starting point for a local pet grooming business. This delivers roughly 15,000–40,000 completed views within your targeting radius each month.

Timeline: CTV is a brand-building play. Expect the first real results — increased website visits, more branded searches, new appointment inquiries — to appear at the 6–10 week mark. Don't judge a CTV campaign after two weeks.

Measuring success: Track these metrics alongside your campaign:

Monthly new client bookings (compare to prior 3-month average)
Branded search volume (use Google Search Console — it's free)
Website traffic from your service area
Phone calls (ask new clients how they heard about you)

Combining CTV With Other Channels

CTV is your awareness layer. Pair it with:

Google Ads: Capture the intent of pet owners searching "dog groomer near me" right after seeing your CTV ad
Instagram/Facebook retargeting: Follow up with pet owners who visited your website after seeing the CTV ad
Google Business Profile: Make sure your GBP is fully optimized with photos of freshly groomed pets, your services listed, and regular review responses

Pro Tip

Run a CTV campaign timed around peak grooming seasons: spring shedding season (March–April), pre-summer (May–June), and the holiday season (November–December). Seasonal campaigns with a specific call to action — "Book your summer groom before May fills up" — outperform always-on campaigns for service businesses with predictable demand cycles.

Is CTV Right for Your Grooming Business?

CTV makes the most sense for pet groomers who:

Are in a competitive market with multiple groomers nearby
Have an established business and want to grow their client base consistently
Can commit to a 3–6 month campaign to see meaningful results
Have (or can create) even basic video content

If you're a solo groomer just starting out, Google Ads and a strong Google Business Profile should come first. But if you're ready to build real local brand recognition and dominate your neighborhood in the minds of pet owners, CTV is your next move.

Ready to get your grooming business in front of every pet-owning household in your area? Let's build your CTV strategy together — I'll handle the targeting, creative guidance, and reporting so you can focus on the dogs.

How to Write a CTV Ad Script That Actually Gets Pet Owners to Book

You’ve got the targeting dialed in, your frequency cap is set, and you’re ready to film. But what should you actually say in your ad? A great CTV script for a pet groomer follows a simple four-part structure: Hook, Problem, Solution, Call to Action. Let me walk you through each piece with a real example.

The Hook (First 3 Seconds)

You have about three seconds before a viewer’s thumb reaches for the remote. Use that time to show something that stops them cold. A cute pet is the obvious choice — but make it your cute pet or a client’s pet mid-groom. Avoid generic stock footage of a golden retriever playing fetch; that’s what every other ad uses. Instead, show a close-up of a dog’s face with big, trusting eyes, maybe mid-brush, with the sound of gentle clippers in the background. The visual should scream “this is a happy, well-cared-for animal.”

Example hook: Open on a slow-motion shot of a fluffy Samoyed being brushed, its fur drifting softly in the light. Voiceover: “You love your dog like family. But does your dog’s coat show it?”

The Problem (Next 5–7 Seconds)

Now you need to name the pain point that every pet owner recognizes. For grooming, the most common problems are matting, shedding, bad smells, and overgrown nails. Pick one or two that are visually obvious. Show a quick split screen: one side a matted, unhappy-looking dog, the other side the same dog after grooming, tail wagging.

Example problem: “Matted fur isn’t just ugly — it’s painful. And that shedding? It’s covering your couch, your car, and your favorite sweater.”

The Solution (Next 10–12 Seconds)

This is where you introduce your business. Show your space, your team, and the results. Keep it specific and local. Mention your city or neighborhood. If you have a specialty (like breed-specific cuts or de-shedding treatments), name it. Use warm, confident language.

Example solution: “At [Your Shop Name] in [Neighborhood], we use gentle, pain-free techniques to turn matted messes into show-stopping coats. Our groomers are certified, insured, and obsessed with making every pet feel safe. Plus, we offer free nail trims with every full groom.”

The Call to Action (Last 5 Seconds)

This is the most critical part. Be direct, simple, and urgent. Give them a reason to act now — a limited-time offer, a free add-on, or a simple reminder that spots fill up fast. Include your unique URL or phone number.

Example CTA: “Book your first groom today and get a free de-shedding treatment — a $25 value. Call [phone number] or visit [your unique URL]. Spots are limited, so don’t wait.”

Full Script Example (20 Seconds)

(Visual: Close-up of a golden retriever getting brushed) Voiceover: “You love your dog like family. But does their coat show it?”

(Visual: Split screen — matted fur vs. shiny, fluffy coat) Voiceover: “Matted fur is painful. And all that shedding? It’s everywhere.”

(Visual: Wide shot of clean, bright grooming room with a groomer smiling at a poodle) Voiceover: “At Happy Paws Grooming in North Dallas, we specialize in gentle de-shedding and breed-specific cuts. Your pet will leave looking and feeling amazing.”

(Visual: Logo and phone number on screen) Voiceover: “Book your first groom now and get a free de-shedding treatment. Call 555-0123 or visit happypaws.com/ctv. Spots fill fast — book today.”

That’s it. Twenty seconds, four moves, one clear result. You can use this template for any pet grooming business — just swap in your name, location, and offer.

Measuring ROI: What Metrics Actually Matter for a Pet Groomer

Connected TV platforms love to report big vanity numbers: 50,000 impressions, 12,000 completed views, 3% click-through rate. Those numbers feel good, but they don’t tell you whether your campaign is actually making money. As a local business owner, you need to focus on three metrics that tie directly to your bottom line.

Metric #1: Cost Per New Client (CPNC)

This is the only metric that truly matters. Divide your total ad spend by the number of new clients who booked because of the ad. For example, if you spend $800 and get 10 new clients, your CPNC is $80. Compare that to your average client lifetime value (LTV). If each new client brings in $600 over a year, then $80 is a fantastic deal — you’re getting a 7.5x return. But if your CPNC is $200 and your LTV is only $400, you’re only making $200 per client, which might not be enough after grooming supplies, labor, and overhead.

How to track it: Use a unique phone number or landing page for your CTV campaign. If you use a promo code, ask every new client how they heard about you. Even a simple “How did you find us?” checkbox on your booking form can capture this data.

Metric #2: Assisted Conversions

Not every client will book the same day they see your ad. Many will watch the spot, remember your name, and then search for you on Google or Yelp a few days later. CTV platforms can often measure “assisted conversions” — people who saw your ad and later visited your website or searched for your business. This is crucial because it shows that your ad is building brand awareness even if the click-through rate is low.

How to track it: Set up Google Analytics or a similar tool on your website. Look at the “Assisted Conversions” report for traffic that came from direct or organic search after a CTV campaign launched. Also, monitor your branded search volume (searches for “Your Shop Name”) before and during the campaign. A 20% increase in branded searches is a strong signal that CTV is working.

Metric #3: Cost Per Completed View (CPCV) vs. Cost Per Booking

CTV platforms charge per impression or per completed view. A “completed view” means the viewer watched your entire ad (or at least 97% of it, depending on the platform). If your CPCV is high but your cost per booking is low, you’re fine. But if your CPCV is low and your cost per booking is high, it means people are watching your ad but not taking action — which suggests your creative or your offer needs work.

Example: One of our clients in Sydney had a CPCV of $0.12 (very good) but a cost per booking of $150 (too high for her LTV of $500). We tested a new script with a stronger offer (free nail trim) and a more urgent CTA. The CPCV stayed the same, but the cost per booking dropped to $60. The creative was the lever, not the targeting.

A Real-World ROI Calculation

Let’s run the numbers for a typical pet grooming business:

Monthly CTV ad spend: $1,000
New clients acquired per month: 15
Cost per new client: $66.67
Average revenue per groom: $75
Average visits per year per client: 8
Annual revenue per client: $600
Gross profit per client (after supplies, labor): ~$400

So 15 new clients generate $6,000 in annual gross profit. Subtract the $1,000 ad spend, and you’re left with $5,000 in net profit from that campaign. That’s a 500% return on ad spend — and that’s before you factor in referrals from those happy clients. CTV isn’t just a marketing channel; it’s a profit center.

Budgeting for CTV: How Much Should a Pet Groomer Really Spend?

One of the most common questions I hear is, “How much do I need to start?” The honest answer: you can launch a meaningful CTV campaign for as little as $500 per month, but $1,000 to $2,000 per month will give you enough data to optimize and scale. Here’s how to think about your budget.

The Minimum Viable Budget ($500–$1,000/month)

At $500 per month, you’ll get roughly 4,000 to 6,000 completed views (depending on your market’s CPM). That’s enough to test your creative, your targeting, and your offer. You’ll likely acquire 5 to 10 new clients per month, depending on your area. This is a great starting point for a single-location groomer who wants to dip their toe in without a huge commitment.

Pro tip: At this budget, focus on a tight geographic radius (5 miles) and a very specific audience (dog owners who have visited a vet in the last 90 days). Don’t try to cover the whole city. You’ll get better results by dominating a small area than by spreading thin across a large one.

The Growth Budget ($1,000–$2,500/month)

This is the sweet spot for most established grooming businesses. With $1,500 per month, you can run two ad variants (e.g., one for dog grooming, one for cat grooming) and test different offers. You’ll see 10 to 20 new clients per month. At this level, you can also start layering in retargeting — showing your ad to people who visited your website but didn’t book.

The Scaling Budget ($2,500+/month)

If you have multiple locations or a high-demand service (like mobile grooming), you can spend $2,500 or more per month. At this level, you can target multiple zip codes, run A/B tests on creative, and even use household-level data to target specific breeds. One multi-location client in Toronto spent $4,000 per month and acquired 55 new clients in 30 days — a cost per client of $73. His average ticket was $95, so he broke even on the first groom and made profit on every subsequent visit.

How to Decide What You Can Afford

A simple rule of thumb: your CTV budget should be no more than 10–15% of your projected new client revenue. If you want to acquire 20 new clients per month and each is worth $600 annually, that’s $12,000 in potential revenue. Ten percent of that is $1,200 — a very reasonable monthly ad spend. If you’re just starting, go with $500 and see what happens. You can always scale up once you know your cost per client.

A Final Word from Nataliia

I’ve seen so many pet groomers pour their hearts into their craft but struggle to get the word out. Connected TV isn’t just another ad channel — it’s a way to sit down in your future clients’ living rooms, show them the love you put into every groom, and earn their trust before they ever walk through your door. The technology is here, the data is ready, and the pet owners are watching. All you need is a smart plan and the courage to press play.

If you’d like help setting up your first CTV campaign — or just want to talk through whether it’s right for your business — I’d love to hear from you. Let’s grab a virtual coffee and see how we can turn your grooming business into the one every local pet owner talks about.

Book a free consultation — no pressure, just honest advice.

Free for local businesses

Want this applied to your business?

I'll review your Google presence, local SEO, and ad accounts — and send you a specific action plan within 48 hours. No pitch, no pressure.

Get my free audit Ask a question

CTV ads pet groomer marketing streaming TV advertising local advertising

Want hands-on help?

See how DataLatte handles Google Ads Management for local businesses.

Learn more

🐾 Industry Guide

Pet Groomer Marketing Guide

View guide

Nataliia

Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.

About Nataliia