SF's Best Dog Trainer Was Invisible Online. We Fixed That.
The Problem
The best in SF, but nobody could find them.
PrimePaw Dog Training is San Francisco's highest-rated dog training center: 4,000+ dogs trained, a 4.9-star rating, and 1,000+ Google reviews. The in-person product was exceptional. The digital presence was not.
When a new puppy parent in SF searched for training help, at the exact moment they needed it most, PrimePaw wasn't showing up, wasn't converting, and wasn't visible on the AI-powered search platforms that are rapidly replacing traditional Google results.
The 8–18 week puppy socialization window is irreversible. Miss a family during that window and you lose them forever. Every day without a working digital presence was families choosing someone else.
What We Inherited
No brand guidelines or design system, so every piece of marketing was inconsistent
A website not built for conversion, with no structured booking funnel or clear hierarchy
Zero paid advertising infrastructure; 100% reliant on word-of-mouth
No conversion tracking and no data on what was working or why
A "Poor" composite GEO score, invisible across all AI search platforms
1,000+ five-star reviews and a 4.9 rating not being used in any marketing
The Key Insight
“Puppy training near me” gets 10 searches a month in San Francisco. Standard agency playbooks don't work here.
San Francisco's search volume for dog training is tiny; most high-intent keywords generate as few as 10 searches per month. An agency running narrow, exact-match campaigns would burn budget chasing a trickle of traffic.
We recognized this early. Our response was a broader geographic net (25-mile radius targeting), a broad match keyword strategy tuned to conversion data, and a long-term investment in organic and AI search visibility. The top converting keyword: “puppy training near me.” Simple. We made sure PrimePaw owned it.
Scope of Work
Everything PrimePaw needed. Built by one team.
Brand System
A professional, credibility-forward identity built from scratch. PrimePaw's category defaults to playful, cartoonish aesthetics. We went the opposite direction: navy-dominant, science-based, and authority-first.
- Complete brand guidelines document
- Color system, typography, and spacing rules
- UI component library and badge system
- Photography and iconography direction
Website Design & Build
A multi-page website built from the ground up, with every page mapped to a specific user intent and optimized for conversion.
- Homepage and service-specific landing pages
- Consultation booking flow with Calendly integration
- Photo gallery and testimonial slider components
- Full Google Tag Manager and Analytics tracking
Google Ads
Three campaigns built and launched, structured around conversion data, not assumptions. Broad match keyword strategy calibrated specifically to SF's low-volume search market.
- Puppy Training campaign
- Group Classes & Reactivity campaign
- Daycare & Services campaign
- 25-mile radius targeting with full conversion tracking
Facebook & Instagram Ads
Multi-angle campaigns targeting SF dog owners across three distinct psychological entry points.
- Urgency: the irreversible 8–18 week socialization window
- Emotional support: first-time puppy owner anxiety and overwhelm
- Social proof: 4,000+ dogs trained, 4.9 stars, #1 in SF
GEO Audit & AI Visibility
We audited PrimePaw's visibility across every major AI search platform, before most businesses even know they need to think about this.
- Full audit across ChatGPT, Perplexity, Google AI Overviews, Gemini, Bing Copilot
- Composite score: "Poor" with full written report delivered
- Three-phase prioritized improvement roadmap
Ongoing Partnership
We don't hand things off and disappear. We stay in the engagement, optimizing, updating, and evolving the strategy as performance data comes in.
- Campaign monitoring and ongoing optimization
- Website maintenance and content updates
- GEO improvement roadmap execution
- Strategy reviews tied to real performance data
Results
Before & After
Before Green Pants
Brand
No guidelines, no design system; inconsistent across every touchpoint
Website
Not optimized for conversion, no booking funnel, no clear hierarchy
Paid Ads
Zero. 100% reliant on organic word-of-mouth
Conversion Tracking
None; no data on what was or wasn't working
AI Search Visibility
"Poor" composite score across all 5 major platforms
Social Proof Usage
1,000+ five-star reviews going unused in marketing
After Green Pants
Brand
Complete system: guidelines, color, typography, UI components. One source of truth.
Website
10+ pages live with conversion-optimized booking funnel, gallery, and testimonials
Paid Ads
3 active Google Ad campaigns + multi-angle Meta campaigns, all tracked
Conversion Tracking
Full GTM + Google Analytics setup across every campaign and page
AI Search Visibility
3-phase GEO improvement roadmap actively executing across all 5 platforms
Social Proof Usage
4.9★, 1,000+ reviews, 4,000+ dogs, embedded across every touchpoint
Confirmed Outputs
10+ pages built and live: homepage, service pages, booking flow, gallery, about, contact, confirmation
3 active Google Ad campaigns: Puppy Training, Group Classes, Daycare & Services
5 AI platforms audited with full GEO report and 3-phase improvement plan delivered
1 unified brand system created: PrimePaw's first-ever design guidelines and UI system
What PrimePaw's Community Says
“Puppy preschool was the best decision. Our puppy learned basic commands and the Google Classroom resources were extremely helpful for training at home.”
Caity Ferdinando
Puppy Preschool
“This was our first puppy and we were very anxious. Once we found PrimePaw our anxiety melted away. We felt supported throughout the entire process.”
Lejla Delic
Puppy Program
“Off-leash adventures dramatically improved recall and our dog gets very excited to go each morning. We've worked with PrimePaw for several years.”
Cara Kandangath
Multi-Year Client
Key Takeaways
What this project taught us.
Market-specific strategy beats generic playbooks.
SF's dog training search volume is tiny. Understanding the market's structural constraints was what made the ad strategy viable.
GEO is the most underestimated channel in local marketing.
PrimePaw had the best reputation in SF and still scored "Poor" across every AI platform. Auditing this early is a genuine competitive advantage.
The best partnerships don't end at launch.
A website and a campaign deck are starting points, not deliverables. The ongoing work is where real results get built.
Your Turn
Interested in working together?
Green Pants Studio is PrimePaw's exclusive marketing partner, handling brand, website, paid advertising, and digital strategy.