PPC Growth Case Study: A London Optician’s Google Ads Success

How we helped a luxury London optician boost visibility by 1,148% and achieve a 59% lower cost per conversion through a tailored Google Ads strategy that drove high-quality leads and a 3,832% increase in conversion value.

The Challenge

This premium opticians clinic, located in the affluent area of St John’s Wood, London, specialises in:

• Designer eyewear collections not available in standard retail outlets
• In-depth, specialist eye tests delivered by highly qualified professionals
• Advanced treatment for conditions such as chronic dry eye, red eye, and other ocular disorders

They were looking to elevate their brand visibility among affluent individuals and drive qualified traffic to their site for bookings. With a strong SEO foundation already underway, they wanted to accelerate results and dominate high-intent search spaces – particularly around specialist treatments and private eye exams – through paid search.

Our Approach

Campaign architecture

We launched a two-tiered Google Ads strategy:

• Performance Max Campaign (for broader visibility and AI-optimised conversion capture)
• Segmented Search Campaign with tailored ad groups:
  • Eye Tests
  • Eye Health
  • Chronic Dry and Red Eye Treatments
  • Dynamic targeting for designer eyewear

Each group was designed with a specific audience intent in mind, balancing educational queries and high-conversion commercial searches.

Audience targeting

We refined targeting to focus on:

• Affluent postcodes in and around North and Central London
• Users with in-market behaviour for luxury retail, healthcare, and private medical services
• Past website visitors and remarketing lists

Ad optimisation methods

To drive performance, we:

• Developed compelling, premium ad copy that reflected the client’s luxury brand tone
• Implemented high-quality media assets
• Continuously A/B tested headlines, descriptions, and sitelinks
• Built custom SEO landing pages for high-intent services like dry eye treatment
• Implemented negative keyword filtering to eliminate irrelevant clicks
• Optimised for mobile to ensure fast load times and easy booking actions
• Tracked conversions across form submissions, phone calls, and online bookings

We also worked within Google’s strict ad policies for health-related content, ensuring full compliance without limiting campaign potential.

The Results

When compared YoY, our optimised campaigns delivered strong gains in both performance and efficiency:

• 601 clicks, up +293 from the previous period
• 47,400 impressions, a 1,148% increase YoY, showing massive gains in visibility
• 82 conversions, up +15.46 YoY
• Total ad spend of £666, with an average cost per conversion of just £8.13
• Conversion value increased by 3,832% compared to the previous year
• Overall conversion rate rose to 21.43%
• Cost per conversion improved by over 59% YoY, proving greater efficiency across the board

This campaign not only expanded reach but significantly improved lead quality and conversion economics, delivering consistent results under Google’s strict guidelines and within budget targets.