Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM for Optometry
Google Ads for Optometry in the UK
A person with a cracked pair of glasses or a red, sore eye wants an answer today. Paid search puts your optometry practice at the top of the results at that moment. We build the campaigns, watch the spend and count booked exams, not just clicks.
For optometry practices and optical shops that want paying search traffic turned into exam bookings, with spend split by exam type and tracked to the appointment.
Why paid search suits eye care
Context from how your customers search, compare and book.
Paid search catches people at the point of need. Someone typing eye test today, same day glasses repair or contact lenses ran out is ready to book. The advert can show your next open slot, your evening hours or the fact that you accept their vision plan, which helps a decision made in a minute.
The money is in the split. A routine exam is a modest booking that often leads to lenses and frames. A contact lens fitting brings repeat orders. Myopia control and dry eye visits are longer and worth more. We separate these so a cheap click for glasses frames does not eat the budget meant for clinical appointments.
Searches also contain traps. People type optician jobs, free eye test vouchers, eye drops, cheap online glasses and contact lens prices for web stores. Left alone, these burn through spend without ever producing a patient. A long list of excluded words, reviewed against your real search report, keeps the money on people who might walk in.
Timing matters too. Demand rises when school starts, before holidays, around plan renewal and when sunny weather sends people looking for prescription sunglasses. Your front desk answers calls at set hours, so we show adverts and call buttons when someone can answer, and push the booking link when the phones are closed.
Who this Google Ads work is for
groups Customer segments
- person Practices with open exam slots in the next week that need filling
- person Shops launching a new contact lens or myopia control clinic
- person Optical-led businesses wanting premium frame and lens sales from nearby
- person Multi-site groups running separate budgets for each location
psychology What drives their decision
- check_circle A short path from advert to booked slot
- check_circle Plan acceptance and fees stated plainly in the advert
- check_circle Calls answered quickly during opening hours
- check_circle Spend matched to the services with the best margin
How we deliver SEM
A clear, repeatable process built around how optometry customers search and decide.
1
Account and goal setup
We check what a booked exam, a call and a frame visit are worth to you and set up counting for each. That includes call length, booking form completions and, where your software allows, appointments that turn into exams. Nothing is switched on until counting works.
2
Campaign structure
We build separate campaigns for routine exams, contact lenses, children's vision, dry eye or myopia control, and frames and sunglasses. Each has its own budget, adverts and landing page, so you can pause one without breaking the rest.
3
Keywords and exclusions
We choose phrases such as eye test near me, optometrist open Saturday and contact lens fitting, and add exclusions for jobs, courses, online stores and free offers. We review the real search terms each week and remove waste.
4
Adverts and extensions
We write adverts that name the exam, the open slot and the plan you accept, and add call buttons, location and sitelinks to the booking page. Clinical wording is checked with your optometrist and against advertising rules for health.
5
Calls, budgets and review
We set call hours, track missed calls and move budget toward the exam types that actually fill the diary. Each month you receive a plain report on spend, booked exams, calls and what we changed.
query_stats
What Optometry SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers in the UK
- check_circle Campaigns split by exam type
- check_circle Keyword and exclusion management
- check_circle Call tracking and booking counting
- check_circle Advert copy checked with your optometrist
- check_circle Monthly report in plain language
What you can expect
- verified Paid search brings people who are ready to book an eye exam
- verified Exam, contact lens and frame spend is visible separately
- verified Waste from jobs, online stores and free-offer searches is cut steadily
- verified Calls and booking forms are counted and linked to the campaign behind them
- verified Adverts show open slots, hours and plan acceptance accurately
- verified Budget moves toward the services that fill the diary
Deliverables you receive
inventory_2 Separate campaigns for routine exams, contact lenses, children's vision and specialty clinics
inventory_2 Keyword lists and exclusion lists built from your service area and plan acceptance
inventory_2 Advert copy that names the exam, open slots and booking route
inventory_2 Location and call extensions timed to your front desk hours
inventory_2 Booking and call tracking connected to your appointment software where possible
inventory_2 Monthly reviews of search terms, spend and booked exams
Technical approach
The mechanics behind SEM for optometry, explained plainly.
Call handling
Paid calls from a lunch break or a school pickup are only worth paying for if someone answers. We use call tracking, set hours, and report missed calls so the front desk can fix gaps before they waste budget.
Landing pages for each exam
An advert for kids eye exams should land on a children's exam page with a clear book button, not the home page. We test short pages with fees, plan notes, a map and the booking form near the top.
Counting a booking
We tag booking form submissions, calls over a set length and clicks on the booking link. Where possible we match them to completed exams, so budget decisions follow patients who attended, not only form fills.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to enquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from Google Ads
The first weeks are a learning period. We keep early spend modest, read the search terms and then widen what works.
Days 1 to 14
We set up counting, structure the first campaigns and write adverts and exclusions. Spend starts cautiously while we see which words bring calls, which bring only noise and which hours your front desk can cover.
Weeks 3 to 8
Search terms are cleaned, adverts tested and budgets moved toward exam types that fill the diary. You see which bookings came from paid search, and we agree how to count calls from existing patients.
Months 3 to 6 and beyond
We scale what works, adjust budgets for busy and quiet weeks and add new services such as myopia control. We do not promise lead numbers or a set cost per booking, because those depend on competition.
Other Optometry marketing services
search SEO for Optometry in the UK arrow_forward ads_click Meta Ads for Optometry in the UK arrow_forward web Web Design for Optometry in the UK arrow_forward monitoring Analytics for Optometry in the UK arrow_forward handshake CRM Integration for Optometry in the UK arrow_forward psychology AI Optimisation for Optometry in the UK arrow_forward
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
How much should an optometry practice spend on Google Ads? expand_more
It depends on your area, your open exam capacity and the services you promote. We suggest a starting budget that is modest enough to learn from and large enough to give data. We then adjust against booked exams.
Can Google Ads fill same-week exam slots? expand_more
Often yes for optometry, because people searching for an exam today are ready to act. We can use ad schedules and a slot-focused landing page to push openings. The result still depends on local demand and your hours.
Will you run adverts for frames and sunglasses as well as exams? expand_more
Yes, in a separate campaign so the two do not compete for budget. Frame shoppers act differently from patients booking an exam, and we measure them separately.
What about keywords like eye test voucher or cheap glasses? expand_more
We usually exclude them. Those searchers want a discount from a chain or an online store, and clicks from them rarely turn into your exam bookings. We check the real search terms and adjust.
Do you follow health advertising rules for optometry adverts? expand_more
We avoid outcome claims and write about the exam and service. Your optometrist reviews specialty wording, and you remain responsible for local rules on health advertising.
How do you count a booking from an advert? expand_more
We track calls, booking form submissions and clicks on your booking link. If your optometry appointment software supports it, we match those to exams that were attended.
Who answers the calls? expand_more
Your front desk does. We help set call hours and missed-call alerts, and the optometry team decides how to handle price and plan questions.
Ready to get more from Optometry SEM?
Get a free audit and we will show you where you are losing enquiries today.
Get a Free Audit arrow_forward