Google Ads for opticians keeps the eye test apart from the sale of glasses, because someone booking a check and someone pricing frames are looking for different things.
Instead of chasing the cheapest online glasses, the budget goes on test bookings and rises before the school year and the sunny months.
The usual leaks are eye tests and help choosing frames or lenses in one ad group and too few blocked searches.
Ad pages also hide licensed staff, real photos of the frames and patient reviews, and we fix all that before raising budgets.
People booking an eye test and people buying frames judge value in different ways.
People typing an exact frame model or a lens product are usually shopping for the lowest price and a parcel.
For opticians, we build Google Ads with a separate campaign for each kind of search, a weekly check of the search terms, and pages that show the same proof as the ad.
A person who wants their sight checked and a person who already holds a prescription are at different points, and one advert cannot serve both.
Searches for a frame brand with a model number, or for boxes of a named contact lens, belong to shops that compete on price alone.
Demand for glasses moves with the calendar more than owners expect.
We separate the searches that bring customers from those that only cost money.
We split the campaigns by service or offer and connect call, form and booking tracking before launch. For opticians, eye tests and glasses run as separate campaigns, the budget follows the shop's year, back to school and the run-up to winter, and there is no bidding against online glasses shops.
Each advert opens a page about what it promised, with the way to call or book in view.
In the first weeks we move the budget towards the searches and adverts that bring enquiries, and switch off the rest.
Price: Google Ads for opticians costs €350 to set up and from €250 a month to manage, for ad budgets up to about €800 a month, plus VAT, three-month minimum. You pay Google directly; larger budgets are quoted.
We report what one booked eye test cost and how many tests led to a pair of glasses or lenses ordered in the shop.
Plain answers about Google Ads, written for opticians.
First enquiries can come within days of the start, since a person who searches for an eye test usually wants one soon.
Not the boxes themselves.
Each needs its own area, phone number and landing page, and usually its own budget.
The days and hours of eye tests in each shop, the price of a test and what it includes, and a short list of what you want to sell more of.
General questions about Google Ads, the same for every trade, are in our FAQ.
FAQ: Google AdsKeep every channel working to one plan.
Contact lenses, from first fitting to reorder
Explore serviceSmall jobs listed as services
Explore serviceA window display, not a full online shop
Explore serviceBrands and special lenses named in words, not logos
Explore serviceSomething useful that others point to
Explore serviceA booking that asks why the customer is coming
Explore serviceThe workshop is worth showing
Explore serviceNo obligation to buy, said where the test is booked
Explore serviceShare your goals and constraints. We will turn them into a practical Google Ads plan for opticians.
