PPC Advertising for Opticians, Clinics & Hearing Specialists

The Objective

Put simply, our main objective was simply to increase bookings for Bayfields Opticians & Audiologists, whilst reducing CPA from £135 to £35 as quickly as possible. No mean feat. From here, we hit the ground running and set out to develop a PPC strategy to roll-out across practices in need of new clients.

The Details

The Bayfields group is fast-approaching 50 practices and their growth model involves buying out high-street opticians and audiology practices. So, in order to support their ambitious client growth and practice acquisition plans, Squidgy maximised their Google Ads account to bolster eye test and ear test bookings from new customers.

Optical: We tested 3 different keyword themes combined with hyper-local location targeting (Local SEO for the win!) to understand how users searched. Would they include their location or “near me” in searches, would they not? Spoiler alert: They usually do. Based on the local landing pages, what else should we be bidding on to attract new clients and how can we be the most effective for our client?

After refining this process to lower CPA over 12 months, we developed a blueprint to roll-out across future practices, setting the standard for our PPC strategy for Bayfields.

Audiology: After 6 months of optical testing, we launched ads promoting the audiology services, but were faced with high CPCs and low conversion rates. Once again, not ideal, but we love a challenge. So to combat this, we pivoted from promoting ear tests to the ear wax removal service, which proved to be a savvy move, even if we do say so ourselves. This lowered the barrier of entry (being a lower-priced service), and the keywords were less competitive. Low CPCs = The ability to test more traffic.

After a successful single-practice pilot in April, the campaign format was rolled out across 10 priority practices by the summer of 2023; CPAs quickly fell inline with high Optical performance. A job well done.