More eye test bookings and contact lens enquiries. Less wasted spend.
Specialist Google Ads management for UK opticians. Built around the jobs you actually want, new patient eye tests, NHS and private eye exams, contact lens fittings and lens upgrades. Real bookings from people ready to book.
Illustrative dashboard. Real client snapshot in Real Results below.
Google captures the moment someone needs a optician now.
SEO is slow to build. Directories bring volume but the wrong fit. Facebook ads catch people who weren’t actively looking. Google Ads put you in front of homeowners and landlords the second they type “optician near me” into their phone. That’s why it works for trades that solve urgent problems.
“Emergency optician” searches convert hard
Someone needing an eye test now rarely shops around. They click the first credible result, book online or ring within minutes, and walk in. UK average conversion rate for optician searches is 9%+, twice the average across home services.
Postcode level targeting cuts the wasted spend
Most opticians work a 15 25 mile radius. Google Ads lets us bid only inside that radius, exclude postcodes you don’t serve, and weight bids higher in your most profitable patches. No wasted clicks from someone 80 miles away.
new patient eye tests, NHS and private eye exams, contact lens fittings and lens upgrades each get their own campaign
A landlord searching “New Patient Exam Birmingham” wants a different message and price than a homeowner searching “private eye examinations”. We build a campaign for each so the ad, the landing page and the bid all match the job.
Every call is tracked back to the keyword that booked it
No call tracking means no clue what’s working. We hook up call tracking on every campaign so you know which keywords pay back, which ones to kill, and which ones to scale.
A real negative keyword list keeps tyre kickers out
“Optician courses”, “optician salary”, “optician training”, “free”, “DIY”, these search terms drain budgets daily. We block them on day one and keep the negatives list updated every month so your spend only buys real job enquiries.
Bids ramp up at the times jobs actually get booked
Most optician calls come between 7am and 10am, plus a second spike at 5 7pm. We schedule bid uplift in those windows and dial back when nobody’s calling. Your budget gets spent when it earns the most.
Built around the jobs that actually pay.
No generic “Licensed Optician, Call Now” garbage. Each service gets its own ad copy, landing message and bid strategy so the right enquiry lands in your inbox, not the wrong one.
The numbers most agencies won’t show you.
Source: 2025 UK optical sector Google Ads benchmarks. Anyone quoting tighter numbers without seeing your account is guessing.
A simple 4 step process. No 90 day onboarding waffle.
Free audit
If you’re already running ads, I dig through the account and write you a plain English audit of what’s broken and what to fix first. If you’re new, I map a clean structure round your services and area.
Build & launch
Service split campaigns, geo and schedule dialled in, conversion and call tracking wired up, negative keywords seeded, ad copy written by a human. Live within 7 to 10 days of go ahead.
Optimise weekly
Search terms reviewed, negatives added, bids tweaked, ad copy tested, landing pages improved. Monthly call to walk you through what changed and what’s coming next.
Scale
Once cost per call is sub-£25 consistently, we widen the radius, layer on remarketing, add new services and grow the budget without breaking what’s working.
This is what your search ads should actually look like.
Three quick mockups. Each one targets a different search intent. Each one uses the structure, sitelinks and callouts that turn impressions into booked jobs.
Eye Test & Glasses Package From £49, Same Day Service
Designer Glasses 40% Off, Ray-Ban, Tom Ford, Persol
OCT Advanced Eye Scan From £39, Glaucoma & Macular Check
Lifetime numbers from our UK home services portfolio.
The numbers below are from a UK home improvement client we’ve managed since December 2022. The principles, structure and discipline are exactly what we apply to optician accounts, same playbook, just plugged into your services and your area.
Live UK home improvement client account, anonymised. Lifetime performance under our management. Not a optician account, we’ve been honest about that. The mechanics are identical.
Should you run Google Ads, Local Services Ads, or both?
Short answer: most established opticians want both. Here’s how they actually differ and which one earns first.
More control. More room to scale.
Pay per click. You control keywords, ad copy, landing pages, geo, schedule, bidding. Best when you want to grow predictably, target specific services (NHS and private eye exams, contact lens fittings and lens upgrades), or already have lead capture set up. This is what we manage day in, day out.
Pay per lead. Sit at the very top.
Pay only when someone calls or messages you. Sit above standard Google Ads with the Google Guaranteed badge, strong trust signal for residential work. Less control, less scalable, but a solid extra lead source once you’re verified.
Start with Google Ads. Layer LSAs once you’ve got data.
Google Ads first because we can prove it pays back, dial in your services, and feed the LSA quality score with positive reviews. Once cost per call is steady, we help you get verified for LSAs and run both. Most clients see 30 50% more leads from running both.
Pick the plan that matches where you are.
Flat monthly fees. Ad spend is separate and goes directly to Google. 30 days notice to cancel. Backed by my 90 day improvement promise.
- Google Ads account setup from scratch
- Service split campaign structure
- Keyword research & negatives
- Conversion & call tracking
- Monthly optimisation & reporting
- PPC waste audit & cleanup
- Campaign restructure
- Keyword & search term review
- Tracking & call tracking audit
- Monthly optimisation & reporting
- Everything in Fix, plus:
- Advanced testing & bidding
- Landing page recommendations
- Competitor analysis
- Strategic growth planning
All plans backed by my 90 day improvement promise.
90 Day Improvement Promise
If I can’t show clear, measurable improvements in your optician Google Ads account within 90 days, I’ll continue working at no management fee until I do. That’s how confident I am in the work.
Optician Google Ads, answered straight.
Real questions from real opticians running their own clinic.
How much should a optician spend on Google Ads in the UK?
Most local opticians do well on £500 to £1,500 a month in ad spend. That’s enough to win in a single town or service area at sensible cost per call. A multi-branch optician with three or four locations will usually spend £1,500 to £4,000 a month. We’ll size the budget to your jobs, your area and your van capacity, not pull a number out of thin air.
What’s a realistic cost per booked job?
Once a campaign is properly set up, £60 to £95 per booked job is a fair benchmark for UK opticians. New patient enquiries can come in cheaper. Big ticket work like designer frames packages or premium lens upgrades often costs more per lead but pays back many times over. We track every call so you see what each enquiry actually costs.
How long until I see results?
Calls usually start day one once campaigns go live. Quality of those calls improves over the first 4 to 6 weeks as we add negative keywords, refine bids and learn which search terms convert. Cost per call typically drops 30 to 50% by month three. Anyone promising you results within 7 days without seeing your account is selling you a story.
Can you take over my existing Google Ads account?
Yes, and the account stays yours. You give us manager access, we audit the account first, then restructure once you’ve signed off the plan. We never gate your account behind a contract. If we ever part ways, the account walks with you.
Should I do Google Ads or Local Services Ads first?
Google Ads first, almost always. They’re more flexible, more controllable, and we can prove they pay back faster. Once you’re getting steady reviews and consistent jobs, we’ll help you get Google Guaranteed and add LSAs as a second lead source on top.
Do you handle the calls and form leads?
No, calls and form enquiries go straight to you. We’re a Google Ads management agency, not an answering service. What we do is make sure every lead is tracked back to the campaign and keyword that produced it, so you know what your money is actually buying.
Can you target specific postcodes or radius?
Yes. We target by postcode, radius, town, or any combination. We can also exclude postcodes you don’t want jobs from (long drive, rough area, low average ticket, whatever). Geo targeting is one of the biggest levers in trade campaigns and most agencies do it badly.
What if my campaign isn’t profitable?
That’s what the 90 day promise is for. If you’re not measurably better off after 90 days I’ll work the next month for free until you are. If we hit a point where Google Ads genuinely isn’t right for your business, I’ll tell you straight and stop billing. I’d rather lose a client than waste their money.
Do I need a website to run Google Ads?
You need somewhere people land after they click, but it doesn’t have to be a 30 page website. A simple landing page that loads fast, says what you do, where you do it and how to call you is enough to start. We can recommend builders and templates that work for trades.
Will Google Ads work for a brand new optician with no reviews?
Yes, Google Ads doesn’t care about your review count the way Local Services Ads does. As long as your landing page looks credible (clear pricing, photos of work, contact details, GOC or NAPIT badge if you have one) you can compete from day one. Reviews come quickly once the calls start landing.
Get Your Free Optician Google Ads Plan
Already running ads? I will audit what is wasting money. Starting from scratch? I will build your launch plan. Also covering Google Ads for Dentists.