Intro
If your optometry practice wants more booked exams, “eye exam near me” is one of the highest-intent searches you can advertise for. Google Ads works especially well because your ad shows up at the exact moment someone is actively looking to schedule—then you can send them directly to a booking page.
This blueprint walks you through how to build, launch, and optimize a Google Ads Search campaign for “eye exam near me” without wasting budget.
1) Define what counts as a conversion (before anything else)
Before choosing keywords, decide what “success” means and track it:
Primary conversions for most practices:
- Online appointment bookings (thank-you page / scheduling confirmation)
- Phone calls (from ads + from the website)
- Contact form submissions (“Request an appointment”)
Pro tip: If calls drive most revenue, track only quality calls (for example: 60–90 seconds minimum) so misdials don’t inflate results.
2) Build a campaign structure that fits “Eye Exam Near Me”
A clean structure makes your ads more relevant and your data easier to optimize.
Recommended structure
Campaign: Eye Exams (Search)
Ad groups:
- Eye Exam Near Me
- Optometrist Near Me
- Eye Doctor Near Me
- Pediatric Eye Exam (optional)
- Contact Lens Exam (optional)
Why split these? Because each intent needs slightly different ad copy and landing page messaging. “Eye exam near me” is usually closer to booking than general research terms.
3) Keyword strategy (match types that don’t bleed budget)
Google Ads match types control how closely a search has to match your keyword.
Starter keyword set (Ad group: Eye Exam Near Me)
Phrase match (strong starting point):
- “eye exam near me”
- “eye test near me”
- “eye exam appointment”
- “same day eye exam”
Exact match (for control + efficiency):
- [eye exam near me]
- [optometrist near me]
- [eye exam (city)] (swap city per location)
Broad match (use carefully):
Broad match can work, but only if conversion tracking is set up and you have strong negatives.
4) Negative keywords (non-negotiable)
Negative keywords stop your ads from showing on searches that won’t book.
Starter negatives list:
- free, cheap, coupon (if not offered)
- job, salary, school, course
- DIY, home test, online test
- wholesale, supplier
- ophthalmology (if you don’t offer medical/surgical care)
As you run the campaign, review the Search Terms report weekly and keep adding negatives.
5) Location targeting (stop paying for people who won’t come in)
“Near me” searches are local—your targeting should be too.
Best practice setup:
- Target a radius around your clinic (e.g., 5–10 miles urban / 10–20 miles suburban)
- Exclude areas you don’t realistically serve
- If you have multiple locations, split campaigns by location or use location groups
Important setting: Many accounts accidentally target people “interested in” an area instead of people physically in it. For local clinics, tighten this so you’re paying for nearby searchers.
6) Ad copy that turns “near me” intent into booked exams
Most “near me” searchers want three things immediately:
- Speed (availability)
- Trust (reviews, experience, insurance)
- Clarity (what’s included + next step)
Ready-to-use RSA headline ideas
- Eye Exam Near You
- Book an Eye Exam Today
- Same-Week Appointments
- Comprehensive Eye Exams
- Insurance Accepted
- Experienced Optometrist Team
- Kids’ Eye Exams Available
- Convenient Online Scheduling
- Call Now to Book
- Local Eye Care You Can Trust
Description ideas
- Book a comprehensive eye exam with a local optometrist. Easy online scheduling and friendly care.
- Convenient appointment times, insurance options, and clear pricing. Call or book online today.
- Need an exam fast? See available times and schedule in minutes.
Must-have assets (extensions)
- Call asset (phone number)
- Location asset (address / Google Maps)
- Sitelinks: Book Eye Exam, Insurance, Contact Lenses, New Patient Info
7) Landing page setup (don’t send paid clicks to your homepage)
For “eye exam near me,” a dedicated landing page usually converts better than a homepage.
Minimum landing page requirements:
- Above the fold: “Comprehensive Eye Exams” + Book Online button + phone number
- Appointment types (new patient / existing / contacts / pediatric)
- Reviews + trust signals
- Insurance logos (if applicable)
- FAQs (exam length, what to bring, pricing ranges if possible)
- Fast loading and mobile-first design
8) Bidding & budget (start controlled, then scale)
Start with settings that give you control, then scale once you have real conversion data.
Launch approach:
- Use a bidding strategy that fits your tracking readiness
- Keep the budget realistic for your local market
- Watch early results closely—then tighten keywords, targeting, and negatives
9) Tracking: calls, forms, bookings
For optometry, phone calls often equal revenue—so track them properly.
Track these:
- Calls from ads
- Calls from your website after an ad click
- Form submissions and booking confirmations
Weekly reporting set:
- Search terms (add negatives)
- Cost per lead (calls + bookings)
- Impression share (budget vs rank limits)
- Top converting queries (expand winners with exact/phrase)
10) Weekly optimization checklist
Week 1–2: Reduce waste
- Add negatives from Search Terms
- Pause low-intent keywords
- Tighten geo targeting and exclusions
Week 3–4: Improve conversion rate
- Test landing page headline + CTA placement
- Add stronger proof (reviews, insurance, same-week availability)
Month 2+: Scale what works
- Split campaigns by location
- Add ad groups for specialty services (dry eye, myopia control, etc.)
- Add remarketing for non-bookers (optional)
Common mistakes to avoid
- Sending traffic to the homepage instead of a booking-focused page
- Leaving location targeting too broad
- Running broad match without negatives or conversion tracking
- Measuring clicks instead of cost per booked exam
Quick launch checklist (Visiclix)
- Conversion tracking: bookings + calls (ads + site)
- Search campaign: Eye Exams
- Keyword set: phrase + exact for “eye exam near me”
- Strong negatives list
- Geo: radius + exclusions + tightened location options
- RSA + call/location assets + sitelinks
- Dedicated landing page
- Weekly optimization cadence
Ready to Get More Booked Eye Exams From Google Ads?
Want help building and managing a high-performing Google Ads campaign for “eye exam near me”? Visiclix can set up your targeting, landing page flow, call tracking, and weekly optimization to drive more booked exams.
