Short answer: pet owners choose on trust and proximity and then stay for years, so the entire job is winning a nervous first booking.
The lifetime value is unusually high. A groomer keeps a client every six weeks for a decade. A vet keeps a family across multiple pets. Almost any reasonable acquisition cost pays back.
The first booking is the anxious one. People are handing over a family member. Photos of the actual premises, the actual team, and reviews from local owners do more than any advert.
Be specific about what you handle. Breeds, sizes, anxious dogs, cats, exotics, emergency hours. "All pets welcome" tells nobody anything.
Where the plans fit. Single groomers and small clinics start on Small Business. Full veterinary practices and multi-location groomers move to Professional Services. See current plan prices.
A first-groom offer converts well, because it is a low-risk way to try you, and the relationship then runs for years.