Optometrist paid ads management, on one platform or on three
Paid ads catch a person while an exam search is still being typed into the box. We run the paid ads for optometrists: campaigns hung from the exam menu, towns named by the owner, ad wording held back for sign-off and a monthly sheet that counts calls and form sends.
The prices further down cover our management only. Money spent on clicks goes from the practice to the platform and skips our books entirely, and a single platform is enough to begin.
Where paid ads sit on the chart
Why paid ads hang below the pages on the wall chart
An ad sends a visitor somewhere, so the landing pages and the listing on Google Maps get drawn first. A practice with a page for each exam type and each town gives an ad something to point at; a practice without them pays for clicks that land on a general page. That is why the paid ads on this site sit a line lower than the search work, and why the two are priced apart.
Two lists come from the owner: the exam types on the menu and the towns the appointment book should draw from. Everything else follows them. The page of searches sorted by size shows which wordings belong to a practice and which belong to shoppers and job seekers. Each platform keeps rules of its own for ads near eye-care topics, so the owner reads the latest wording before a campaign opens.
Three kinds of work inside every paid ads account
- Campaigns
One campaign for each exam type on the menu
A comprehensive exam, a contact lens appointment and a children's visit is given a separate campaign pointed at towns from the owner's list.
- Ad text
Wording that promises nothing about anyone's eyes
Every ad names the practice, the exam type and the town. Drafts sit on a sheet awaiting the owner's pass.
- Fences
A fence around career, school and glasses-shopping searches
Negative keywords keep the ads off pages meant for job hunters, students and online shoppers, and the fence grows as new search terms appear.
Three platforms, and what each asks the practice to hand over
| Platform on the plan | Where the ad is seen | Material needed from the practice |
|---|---|---|
| Google search ads | On a search page, above or below an exam search | The exam menu, the towns and a monthly spend ceiling |
| Bing search ads | On the search pages of Bing and the sites it supplies | The same menu and towns, with a smaller ceiling |
| Picture ads in a social feed | Between posts in a feed, with a photo and a few lines | A photo the owner holds rights to, plus the towns |
| Two platforms side by side | Both of the places above, each with its own campaigns | One ceiling, split between the two by the owner |
| All three platforms | Search pages and feeds together, kept in step | One menu, one list of towns and one photo set |
How a paid ads account is opened
Take the menu, the towns and the ceiling
Those three things from the owner are enough to sketch the whole account on one sheet.
Open the account in the practice's name
Login, card and history are registered to the practice, so none of it moves if our work ends.
Hold the ads until they are passed
No draft goes out until the owner has read it next to the platform's latest rules.
Switch on one campaign, then the next
Campaigns open in order down the chart so each can be watched on its own before another joins it.
What the account holds on the day it opens
- An ad account and a payment card registered to the practice
- A campaign for each exam type on the menu
- The towns the owner has named, and no others
- Ad text passed line by line
- Negative keywords for careers, courses and online glasses shopping
- Call and form tracking that carries no patient detail
- A spend ceiling the owner has chosen
Nothing in the list is a promise about calls, bookings or position on a page.
Three ideas an eye practice may hold about paid ads
Overheard at the optical counterMore platforms are always better.
What the chart showsA single platform run well fills the chart as far as the pages allow. Adding a second or a third is the owner's call, and each joins singly.
Overheard at the optical counterThe word eye in a search means an exam buyer.
What the chart showsCareer, course and online shopping searches use the same word. The fence keeps the spend on the exam menu.
Overheard at the optical counterOnce ads are on, they need no more looking at.
What the chart showsSearch wording drifts. Every month we read the terms that set off an ad and lengthen the fence before the next month starts.
Paid ads plans, one platform up to three
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 optometry owner asks about paid ads
May an ad describe the doctors?
Only wording the owner supplies. How a practice describes its doctors is the owner's to decide, and we invent no phrase on the subject.
Does any ad speak to children?
No. Each ad is composed for adults and parents, and not one speaks to a viewer about their eyes.
Who decides how much is spent on clicks?
The owner does. Clicks are charged to the practice's card by the platform, and our management fee is kept apart.
Can a patient detail reach the ad account?
Tracking logs that a call or form send happened, and nothing about who made it. We ask that no patient detail is typed into the form or the ad account.
Which platform is the right first one?
The owner chooses. Read about Google search campaigns, Bing search campaigns or feed campaigns, then name the one that suits the practice's towns.
Name the exam types worth advertising
List the exam types worth advertising and the towns around the practice, or reserve a time in the picker and let the CEO talk it through.
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.