Optical searches drown surgical ones
Glasses, contacts, “eye exam near me”. High volume, low value, and broad match loves it.
High-ticket procedures. Patients who research for months. Campaigns that respect both.
“Eye doctor near me” is mostly people who need glasses. “LASIK cost [city]” and “cataract surgeon” are people considering a $3,000 to $8,000 procedure. Most practices bid on all of it the same way.
We separate vision care from surgery, build a campaign per procedure, and track from the first click to the booked consult and the scheduled procedure.
Procedures from $3k to $8k+ per eye pair. The upside is real. So is the waste, and here’s where it usually comes from.
Glasses, contacts, “eye exam near me”. High volume, low value, and broad match loves it.
National chains advertise $250 per eye. Your ad has to sell the surgeon and the technology, not match the bait.
They don’t fill forms. If you track only forms, half your best leads are invisible.
Campaigns by procedure: LASIK, cataract and premium lenses, PRK and SMILE, glaucoma, cornea, oculoplastics, plus a separate optical campaign if you want it.Surgeon-led ads and pages: Fellowship training, procedures performed, technology, financing. The things that beat a $250 per eye coupon.Call tracking that respects privacy: Set up so health details stay out of Google, with recordings for lead quality.Tracked to the procedure: Consult bookings and your practice management system, so bidding learns from scheduled surgeries.Examples from ophthalmology & vision accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
A real, honest price or range tends to work better than hiding it, and far better than a bait price. We test the wording.
Yes. Search campaigns with click-to-call, plus Microsoft Ads, where the audience skews older. Phone calls are tracked and scored.
If you want them, as a separate campaign with its own smaller budget. We keep them from eating the surgical spend.
Cash-pay, $5k to $20k a procedure, and a patient who researches for months. Patience and precision win.
How we run it →Botox every 3 months for 10 years is the business. One cheap syringe is not.
How we run it →Medical, cosmetic and surgical derm are three businesses. Your ads should know which one they’re selling.
How we run it →$4k to $8k per case, a parent doing the research, and mail-order aligners bidding against you.
How we run it →Talk to a senior PPC expert who has run ophthalmology & vision accounts. Never a junior.