Industry Guide · 2 of 16 chapters published
Google Ads for Optometrists, From Exam Room to Optical.
An optometry practice sells a yearly exam, glasses, contacts and medical eye care, and it shares the search page with optical chains that sell the exam too. These sixteen chapters build a Google Ads account in the order that works, using real searches, websites and patient reviews from one example market, Chicago. The method works for practices anywhere in the US.
Sixteen Chapters, From the First Exam to the Full Account
Building from scratch? Begin at Chapter 1. Each chapter assumes the ones before it are in place.
Measure
Count booked exams, not reorders, and know what a patient is worth
Contact Lens Reorders Look Like Conversions. Google Should Only Learn From New Eye Exams.
An Eye Exam Is a Yearly Errand, Not a Research Project. Spend First Where People Book.
What an Exam Patient Is Worth
Build
Win the searches that book exams, then the long tail
Optometrist or Ophthalmologist
Exam Searches vs Frame Searches
Exact Match, Then Same Day and Walk In
Bidding Before the January Rush
Ad Copy That Sells the Doctor
Launch
Settings that keep Google from writing claims your state board limits
Auto-Created Assets and State Rules
Scale
More reach, once the account knows what a booked exam looks like
Performance Max Audiences
Demand Gen for Parents
Local Services Ads
AI Max and Your Landing Pages
Optometry
Vision plans, optical chains and medical eye care
Vision Plans and Medical Insurance
Offers Against Optical Chains
Medical Eye Care Ad Rules
The Rollout, Month by Month
The order matters as much as the campaigns. Each step waits until the one before it has taught Google something.
Isolation and brand
Exact match on the searches most likely to book an eye exam, plus your practice and doctor names.
Exploration
Broad match with a target CPA, once booked exams reach about 30 a month.
Performance Max
Only after months of clean data, aimed at booked exams rather than frame sales.
Demand Gen
Video and images that reach parents before the school year and adults before they search.
Local Services Ads and AI Max
Pay-per-lead ads in the Optometrist category, and Google's newest automation, fenced in.
How to Use This Guide
Starting a new account?
Read in order. Tracking and budget come before the first keyword.
Chapter 01 →Ads already running?
Check what counts as a conversion and which settings are on. Reorders counted as new patients and auto-written ad text are common leaks.
Chapter 09 →One example market
Examples come from Chicago-area practices, described as we found them. Run the same steps in your own market.
Chapter 05 →Rather Have Us Build It
For Your Practice?
We build optometry accounts in this order. See our Google Ads management.
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