Eye tests and optical services
Separate eye test bookings from dispensing and specialist services. Match ads to available branches and appointment slots.
Google Ads for opticians
Someone who wants a Saturday eye test needs the right branch and a real time. Count attended exams separately from people who only open directions.
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Separate eye tests from dispensing
Qualify and measure enquiries
Measure attended appointments by branch. Keep clicks to directions separate from confirmed bookings.
Match ads to branches with slots
If one branch has Saturday tests and another does not, the ads should know the difference. A directions click is not an eye test.
Visits that fill the diary differently
An eye test
Show the branch and the times. Pause days that are booked.
Contact lenses or a specialist clinic
Only if you offer them and have appointments. Give them a page of their own.
Frames and designer brands
Browsing is not a test. Keep it out of the appointment budget unless retail is the goal and you can measure a visit.
What to measure
Attended appointments by branch. Keep ‘how do I get there?’ separate from a booking.
What this looks like in practice
People looking for a Saturday eye test need to see the right branch and available times. Count attended exams separately from people who open directions or call to ask about frames.
Questions before you spend on ads
Which eye test bookings should count in the report?
Use attended appointments by branch alongside confirmed bookings. Keep requests for directions and questions about frames separate.
How do I work out what I paid for the work?
Add Google ad spend and management fees, then divide that by the number of attended eye tests linked to those ads. Include any setup fee in a separate first-month calculation. Use the same period for spend and results, and keep repeat calls, cancellations and unfinished enquiries out of the final count.
Questions from local owners
Should every branch share one campaign?
Only if they have the same services and the same free slots. Otherwise split them.
What should the page show?
Which branch, what the test includes, and how to book a time that exists.
What is a result?
An attended eye test, by branch.
Plan your campaign
Explore related businesses
Talk to us about your Google Ads
Tell us what you want to sell, where you can travel and which enquiries are worth taking.
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