An opticians and eyecare provider with several locations needed to keep its appointment books full while keeping the cost of each booking under control. We built location-targeted Google Ads Search campaigns, tightened the targeting and optimised landing pages and tracking around real appointment bookings. The campaigns delivered 937 appointment bookings and over £75,000 in revenue, at a lower cost per booking.
The brief
With more than one practice to fill, the provider needed advertising that worked location by location rather than treating the whole business as one. Spend had to go towards people who were close enough to attend, searching for the services on offer.
The other priority was accountability. The client wanted to know what each booking was costing and to see that figure come down, which meant measuring actual appointments rather than clicks or form views.
What we did
We structured the Google Ads account into location-targeted Search campaigns, so each practice had its own budget, radius and ad copy. Keywords were built around eye tests, specific eyecare services and nearby-area searches, with tight match types and a growing negative keyword list to keep irrelevant clicks out.
Audience targeting was tightened alongside the keywords, and ad copy was written to speak to the specific location and service rather than a generic brand message. Ad extensions carried the practice address, phone number and booking links.
On the website side, we optimised the landing pages that the ads sent people to, making the booking route obvious on mobile and desktop. Conversion tracking was set up around completed appointment bookings, so bidding and optimisation decisions were based on what actually mattered to the business.
Why it works
Healthcare searches are local and intent-driven. Someone searching for an eye test wants a nearby practice and a quick way to book. Campaigns built around location and service match that intent far better than broad targeting.
Tracking real bookings lets the account learn from the right signal. Over time, budget moves towards the keywords, locations and ads that produce appointments, which is what pushes the cost per booking down.
The result
The campaigns produced 937 appointment bookings and more than £75,000 in revenue, with a lower cost per booking than before. The provider now has a Google Ads account structured around its locations, measured on appointments, and managed on an ongoing basis.
Frequently asked questions
Do you run Google Ads for other opticians and healthcare practices?
Yes. We manage Google Ads for opticians, dentists, clinics and other healthcare providers across the UK, and we are a Google Partner.
Can you run campaigns for multiple locations?
Yes. We typically build a campaign per location with its own targeting, budget and ad copy, so each practice can be measured and optimised separately.
How do you track appointment bookings?
We set up conversion tracking on the booking system or booking form, and on phone calls where relevant, so the account reports on actual appointments rather than clicks.
Is there a minimum contract?
No. Google Ads management is on rolling monthly terms with no long contracts. We start with a free audit of your existing account or a free consultation if you are starting from scratch.
How quickly will we see bookings?
Search campaigns can start generating enquiries soon after launch, but performance improves as tracking data builds and the account is optimised. We report on results monthly.