Optometrist Meta Ads (Facebook and Instagram) for eye clinics in their own towns
Meta Ads (Facebook and Instagram) reach people while they scroll through a feed, not while they type an exam search. For an eye clinic that changes the job: a picture, a few plain lines and a town, aimed at adults and parents near the practice. Our team sets up the campaigns, drafts the wording for the owner to sign off and tallies phone calls and form sends monthly.
It can be a practice's only paid platform or the second one added beside search.
Where this platform sits
Feed ads against search ads, side by side
A search ad replies to the words someone typed. A feed ad has nothing typed to reply to, so it works by putting the practice name, a town and an exam type before adults and parents who live around the owner's chosen towns. On the wall chart it sits a line below search: it is added once the pages and the Maps entry have been put in, and read only after the line above it.
Pictures come from the owner or are approved by the owner, and none shows a patient. Ad text never talks to a child and never addresses a viewer's eyes. Meta sets rules of its own for this subject, and the owner reads the latest before an ad goes live. Search-side work for the same practice is described on the page about Google Ads for an eye practice.
Four lines of work behind a Meta Ads campaign
- Audience
Adults and parents in named towns
Towns are listed by the owner. The audience is shaped around those towns and nothing broader, and the list changes at the owner's word alone.
- Picture and text
One image, a few plain lines
The practice name, the exam type and the town, with no line about anyone's eyes. The owner provides the picture or signs off on it.
- Landing page
The page an ad leads to
Each ad points at the matching page on the practice website, so a link about contact lens appointments lands on that appointment's page.
- Tally
Calls and forms counted per ad set
Tracking leaves out every patient detail. The month-end sheet counts what came in from each ad set.
Feed ads sorted by audience, wording and sign-off
| Ad for | What appears in the ad | Owner signs off on |
|---|---|---|
| Adults near the practice | An exam type and the town's name | The exact wording and the picture |
| Parents in a town | A children's visit line aimed at the parent | Whether that line runs at all |
| Contact lens appointments | The appointment type named plainly, with the town | Whether the practice wants this ad now |
| The optical counter | The words glasses and sunglasses, and the shop's address | Which photographs of the shop are used |
| A neighboring town | The same text under another town's name | Which towns are added to the list |
From the owner's town list to a running campaign
Gather the towns, pictures and a spend ceiling
The owner supplies the towns, the photographs and the monthly ceiling, and we write the ad text around those.
Hold each ad for the owner's pass
Text and picture travel as a pair. Neither is activated until the owner has cleared both and looked at Meta's latest rules.
Start with one audience
A single ad set opens first, so it can be watched alone before another is added below it on the chart.
Review the month's counts together
Every ad set reports its calls and form sends separately, and the owner chooses which sets to continue, alter or end.
What stands behind every ad in the feed
- An ad account and payment card registered to the practice
- Towns named by the owner and nothing wider
- Text and picture passed by the owner as a pair
- No patient shown and no patient detail in tracking
- A landing page on the practice website for each ad
- A monthly spend ceiling set by the owner
Three notions about feed ads worth testing for an eye practice
Overheard at the optical counterA feed ad makes search work unnecessary.
What the chart showsThey sit on different lines of the chart. Search ads answer a typed phrase, while feed ads show the practice to people who typed nothing, so we handle them as separate jobs.
Overheard at the optical counterA wider audience is always a better audience.
What the chart showsOur campaigns stay inside the towns the owner names. A wider circle is the owner's choice and never a starting setting.
Overheard at the optical counterThe ad should speak straight to the person who sees it.
What the chart showsAd text describes the practice and the exam type. It never speaks to a viewer's eyes, and no child is its target.
Ad plans that include Meta Ads (Facebook and Instagram)
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.
Questions an eye clinic owner asks about feed ads
Can a picture show a patient?
Do the ads claim anything about exams?
Can the ads speak to children?
Does this work replace search ads?
Who pays Meta?
List the towns and send a photograph or two
List your towns in the message box of the contact form. To talk instead, reserve a time in its picker and the CEO calls when that time comes.
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.
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.
The chart drawn below the text is an illustration of how the work lines up, not a forecast.