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Optometrist Google Ads, campaign by campaign down the exam menu

With Google Ads, a practice's advertisement appears on the search page while a person is still typing an exam search such as eye doctor near me. We operate the account for an optometrist: a campaign per exam type, towns picked by the owner, ad text drafted for sign-off and, every month, a sheet that counts calls and form sends.

Starting on this one platform is fine, and a second can be added whenever the owner is ready.

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Where this platform sits

What a Google Ads campaign is drawn from

Two lists belong to the owner and everything else hangs from them: the exam types on the practice menu and the towns that fill its appointment book. Searches like eye exam near me and contact lens exam sit against those lists, while a second, longer list names the searches the ads steer clear of, from job hunting to schooling to glasses ordered online.

Wording in the ads is addressed to grown-ups and to parents, and it names the practice, the exam type and the town. No ad speaks to a child or talks at a viewer about their eyes. Google keeps a rulebook of its own for ads in this area, so the owner looks over the current text of it before any campaign goes live. Paid work across every platform is laid out on the page about ad management for an eye practice.

Four lines of work inside a Google Ads account

  • Campaigns

    A separate campaign for each exam type

    A comprehensive exam, a contact lens appointment and a children's visit sit in campaigns of their own, pointed at towns from the owner's list.

  • Ad text

    Wording that carries no promise

    Each ad gives the practice name, the exam type and the town. It sits in a draft until the owner passes it.

  • Keyword fence

    Searches the ads are kept away from

    Negative keywords stop the ads appearing for job seekers, students and people buying glasses online, and we extend the fence as fresh search terms turn up.

  • Tallies

    Calls and form sends, matched to a campaign

    Tracking holds no patient detail. The month-end sheet counts what each campaign brought in, and states nothing beyond the count.

Campaign rows of the chart, with aims and fences

Exam lineSearch the ad aims atSearch kept away
Comprehensive examA town name beside an exam searchSalary and job-board wording
Contact lens appointmentsWording such as contact lens exam near meBrand shopping and online ordering
Children's visitsA parent hunting for a kids doctor in townSearches about school jobs and courses
Optical shopA glasses or sunglasses search near the shop's townShoppers comparing online sellers
Neighboring townThe same exam menu under another town's nameTowns outside the owner's service area

How a Google Ads account is set in motion

  1. Collect the menu, the towns and a spend ceiling

    Those three items from the owner are enough to draw the whole account.

  2. Draft the ads and hold them back

    Each ad starts out as plain text on a sheet. It stays there until the owner has passed it and looked over Google's current wording.

  3. Open one campaign, then the next

    Campaigns go live in order down the chart, so one can be watched alone before another joins it.

  4. Go through the searches that brought up an ad

    When a month closes, we list the terms that triggered ads, lengthen the fence where needed and pass the list to the owner.

What the account contains before any click is paid for

  • An ad account and payment card registered to the practice
  • One campaign for every exam type on the menu
  • Towns the owner has named as the service area
  • Ad text passed line by line
  • Negative keywords for careers, schooling and online glasses shopping
  • Phone and form tracking that records no patient detail
  • A monthly spend ceiling chosen by the owner

Three assumptions an eye practice may hold about Google Ads

Overheard at the optical counterThe agency should be the one holding the login.

What the chart showsLogin, card and history belong to the practice from day one. We step into the account to work and the practice keeps it.

Overheard at the optical counterA search containing the word eye deserves an ad.

What the chart showsCareer, schooling and online shopping searches carry that word too. We fence them off so spend follows the exam menu.

Overheard at the optical counterRunning ads need no further attention.

What the chart showsSearch terms drift. Each month's list of triggering terms is read, and the fence is lengthened before the next month starts.

Ad plans, from a single platform to three

Google Ads can be the only platform in a plan or sit beside one or two others. Google itself bills the practice for each click; what we charge each month covers management alone.

Every ad plan starts from these same lines

  • Every account for ads is registered to the practice itself, and it stays there if our work ends
  • Ad text, search terms and phone tracking are assembled before the budget starts buying clicks
  • Negative keywords hold back job hunters, students and online glasses shoppers
  • Click charges are paid by the practice to Google, Bing or Meta, never to us
  • Month end brings a count of phone calls and form submissions for every campaign

  • One ad platform

    $895/month

    One of Google Ads, Bing Ads (Microsoft Advertising) or Meta Ads (Facebook and Instagram), chosen by the owner.

  • Two ad platforms

    $1,595/month

    Any pair from Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram).

  • Three ad platforms

    $2,295/month

    Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram), run side by side.

Plans renew monthly and may be ended after any month, and ad budgets are never included in the prices on this page.

What a practice owner asks about Google Ads

May an ad mention a doctor's titles?
Only wording the owner hands over. Describing the doctors falls to the owner, and we supply no phrase of our own.
Does any ad speak to a child?
No. Ad text is written for grown-ups and parents, and none of it addresses a viewer about their eyes.
Who picks the towns?
The owner does. Campaigns are drawn on the towns named, and the list widens only on the owner's say.
What is on the month-end sheet?
Phone calls and form sends credited to each campaign, the searches that showed an ad and any additions to the fence.
Is click spend part of our monthly price?
No. Google charges the practice's card for clicks, and the cost of managing the account appears as its own line.

Hand over the exam menu and the town list

Type the menu and the towns into the message field on the contact page. If a spoken chat suits you better, mark a half-hour on that page and the CEO calls you at the time marked.

Which exam types get the top row?

Name the exam types and appointment kinds you want booked more, the towns your patients travel from and any optical shop lines worth a page of their own. Leave out patient names and anything about anyone's eyes.

Tell us about your exam book

Say which exam types you want booked, which towns you serve and which neighboring offices point people to you. A few lines will do, and whoever is at the desk reads each arrival.

Set a day first and a time second. When that moment comes, Ross Cohen, the CEO, phones the number in the field above.

Choose the hour

The hour you choose will print on this line.

Times are offered Monday through Friday and print in the zone chosen on this form.

The last line of the chart is the phone

The pages, listings and ads sit on the lines above this one. Set an hour for a phone chat with the CEO, or send a written note first and keep reading.

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The chart drawn below the text is an illustration of how the work lines up, not a forecast.