Marketing Your Grooming Business: What Actually Gets Clients

Every grooming business needs clients. That’s obvious.

What’s less obvious is how to get them without wasting money on tactics that don’t work.

Some groomers spend thousands on Facebook ads, fancy websites, or influencer partnerships that produce nothing. Others stay fully booked with zero marketing budget by doing simple, consistent things well.

Here’s what actually works — with realistic expectations for each approach.

The Marketing Reality for Local Service Businesses

You’re not building Nike.

You’re trying to get pet owners within a 15–20 mile radius to bring their dogs to you.

That means:

• National advertising is pointless
• Going viral isn’t the goal
• Word of mouth beats most ads
• Local visibility matters more than brand awareness

Keep that frame in mind with everything you do.

Your Google Business Profile (Most Important Free Tool)

If you only do one thing — do this.

When someone searches “dog grooming near me,” Google shows a map with local businesses. Your Google Business Profile determines whether you show up — and how you look.

Setting It Up

1. Go to business.google.com
2. Search for your business (it may already exist)
3. Claim and verify ownership
4. Complete every section thoroughly

What to Fill Out

• Business name: Use your real name, not keyword stuffing
• Primary category: Pet Groomer
• Secondary categories: Add relevant ones
• Hours: Keep updated, including holidays
• Description: 750 characters explaining who you serve and what makes you different
• Photos: Your space, your work, your team
• Services: List clearly with descriptions

Keeping It Active

• Post weekly updates (before/after photos, tips, availability)
• Respond to every review within 24–48 hours
• Add new photos regularly
• Update information immediately when changes happen

A well-maintained Google profile often outperforms an expensive website for local visibility.

Reviews: The Make-or-Break Factor

Your star rating and review count influence nearly every new client decision.

A 4.8-star groomer with 150 reviews will usually beat a 4.5-star groomer with 20 reviews — even if the second groomer is technically better.

How to Get More Reviews

• Ask at checkout while the client is happy
• Send a follow-up text with a direct review link
• Make it easy — don’t ask them to “look you up”
• Ask consistently, not occasionally

What to Say

“I’m so glad you’re happy with Bella’s groom! If you have a minute, a Google review would really help my business. I can text you the link.”

Most people are willing. They just need the prompt.

Handling Bad Reviews

• Respond professionally
• Acknowledge their experience
• Offer to resolve offline
• Never argue publicly

One or two negative reviews won’t hurt you. A defensive response will.

Referral Systems That Actually Work

Word of mouth is powerful — but you can systematize it.

Simple Referral Program

• Client refers a new customer
• New client mentions the referral
• Both receive a credit or discount ($10–15 works well)

Make Referring Easy

• Provide referral cards
• Send occasional reminders
• Thank clients publicly (with permission)

Referred clients arrive with built-in trust. They convert better and stay longer.

Social Media: Focus on What Matters

Social media for grooming is not about going viral.

It’s about:

1. Showing your work
2. Staying top-of-mind
3. Building trust

What to Post

• Before and after photos
• Personality shots of pets
• Behind-the-scenes clips
• Simple grooming tips
• Business updates

What Not to Stress About

• Posting daily (2–3 times per week is enough)
• Perfect photography
• Trends and dances
• Follower counts

Platform Priority

1. Instagram
2. Facebook
3. TikTok (optional)
4. Everything else (low priority)

A realistic plan: spend 30 minutes twice a week creating and posting content. Consistency beats intensity.

Local Partnerships and Cross-Promotion

Other pet businesses are potential partners — not competitors.

Potential Partners

• Veterinary clinics
• Pet supply stores
• Dog trainers
• Dog walkers and sitters
• Pet photographers
• Dog daycares

Partnership Ideas

• Exchange business cards
• Cross-refer clients
• Co-host events
• Cross-promote on social
• Offer mutual client discounts

A vet recommending you to every new puppy owner is worth more than any paid ad.

Your Website: Keep It Simple

Most groomers overcomplicate their websites.

What You Actually Need

• Services and pricing structure
• Location and hours
• Clear booking instructions
• Photos of your work
• About section
• Basic SEO (business name + dog grooming + city)

What You Don’t Need

• $5,000 custom design
• 15 separate pages
• A blog you won’t maintain
• Fancy animations
• E-commerce systems

Clear and simple beats impressive and confusing.

Paid Advertising: When It Makes Sense

Most groomers don’t need paid ads — especially early on.

Free strategies often outperform paid ones.

When Ads Make Sense

• Launching in a new area
• Expanding capacity
• Filling slow seasons
• After free methods are maximized

If You Advertise

• Google Ads: Target “[service] + [city]”
• Facebook/Instagram Ads: Hyper-local targeting
• Nextdoor: Strong in active communities

Start small. Track every lead.

What Doesn’t Work

• Boosting random posts
• Targeting too broadly
• Spending without tracking results

Always ask new clients how they found you.

The New Client Flow

Marketing gets attention — but the experience closes the deal.

Typical Client Journey

1. They hear about you
2. They look you up
3. They decide to contact you
4. They book
5. They show up
6. They rebook (or don’t)

Where Groomers Lose Clients

• Outdated Google profile
• Missing booking info
• No one answers the phone
• Complicated scheduling
• No confirmations or reminders

Smooth systems convert better than flashy marketing.

Seasonal Marketing Opportunities

Demand shifts throughout the year. Plan around it.

Spring

• Shedding season
• Post-winter cleanups
• Promote de-shedding services

Summer

• Pre-vacation grooms
• Heat-related trims

Fall

• Back-to-routine appointments
• Maintenance packages

Winter and Holidays

• Holiday grooms
• Family photo prep
• Gift cards

You don’t need complex campaigns. Just align messaging with what clients are already thinking about.

Tracking What Works

Ask every new client:

“How did you hear about us?”

Track results simply:

• Google search: 45%
• Referral: 30%
• Social media: 10%
• Driving by: 10%
• Other: 5%

Double down on what works. Cut what doesn’t.

The Budget Reality

Here’s what realistic marketing spending looks like.

Free (Time Investment Only)

• Google Business Profile
• Social posting
• Asking for reviews
• Referral system
• Partnership outreach

Low Cost ($0–50/Month)

• Website hosting
• Email platform
• Business cards
• Nextdoor listing

Optional Investment ($50–200/Month)

• Local digital ads
• Professional photo session
• Branded referral merchandise

Most groomers can stay fully booked without paid advertising. Spend only after you’ve proven what works.

What to Focus on First

If you’re starting from scratch, prioritize in this order:

1. Google Business Profile
2. Reviews
3. Referral system
4. One consistent social platform
5. Basic website
6. Everything else

Master fundamentals before adding complexity.

Frequently Asked Questions

How Long Before Marketing Works?

• Google optimization: weeks to months
• Referrals: months to years
• Social media: 6–12 months of consistency
• Paid ads: fast, but require budget

Marketing is a long game.

Should I Hire a Marketing Person?

Usually not until you exceed $200K annually or operate multiple locations.

If you outsource, start with project-based help — not ongoing management.

How Much Should I Spend?

Start with $0.

Once profitable, 5–10% of revenue is a common benchmark — but only for proven channels.

Do I Need Every Social Platform?

No.

Instagram and Facebook cover most grooming markets.

Being strong on one platform beats being mediocre on five.

Is Print Advertising Worth It?

Rarely.

If you try print, choose hyper-local publications. Even then, digital channels usually provide better tracking and return.