Optician marketing built around recall, not offers.
An optical practice has an unusual advantage: a built-in two-year recall cycle and a patient list that should return without being persuaded. Most of the revenue that gets chased with discounting is already sitting in the database.
The second opportunity is entitlement. A significant number of people in Ireland do not know they can get an eye test through PRSI, or that children's tests are covered, and they postpone indefinitely because they assume it will cost them.
Everything, from the ad to the booked call.
Recall campaigns to your own list
The cheapest revenue in the practice, and the one most often left to an automated email nobody opens.
Entitlement campaigns
PRSI and medical card eligibility explained plainly, reaching people who have been postponing on a false assumption.
Children's eye test campaigns
Timed to the school year, aimed at parents, and among the least contested searches in the sector.
Specialist service campaigns
Dry eye, myopia management and contact lens work, advertised separately from general testing.
The weekly report
Enquiries, appointments booked and cost per appointment.
The form asks first, so your phone rings second.
Every campaign sends the click to a lead form that asks the qualifying questions before the enquiry reaches you. For opticians, that means:
- 01Is this for an adult or a child?
- 02When was your last eye test?
- 03Do you have PRSI or a medical card?
- 04Which days suit you best?
Then one number every Friday: spend, leads, cost per lead and what we are changing next week.
cost per lead on a live trades campaign
leads in the first month of a live trades campaign
Every figure comes from a client we can put you in touch with. We do not name clients in ads or on this page. See more on the results page.
The list is the asset
Two years is long enough that people forget, move practice or simply drift. A recall that is a single automated email two years later loses a large share of them.
A proper recall sequence — reminder, follow-up, and a campaign to those who did not respond — routinely recovers more appointments than any acquisition spend, and costs a fraction.
Entitlement is the best acquisition message available
Plenty of adults in Ireland have never checked whether they are entitled to a funded eye test, and assume it will cost them sixty euro they would rather not spend.
Explaining it clearly reaches people who have postponed for years, and they arrive grateful rather than price-shopping. Very few practices lead with it.
€1,500 a month. Everything included.
Meta advertising fully managed, lead forms that qualify, social media fully run, all creative every month and the Friday report. Google Ads managed on top: €2,000 a month. No setup fee, no contract, month to month. Advertising spend is paid directly to the platforms and stays in your control.
Every county in Ireland.
Campaigns are built around the towns you actually cover, not a county name. Counties where we see the most demand for opticians:
Straight answers.
Is discounting frames worth it?
It attracts people comparing on price and trains your existing patients to wait for offers. Recall and entitlement messaging generally produce better appointments at lower cost.
How important is the recall list?
It is the single most valuable asset in the practice, and the most neglected. A proper sequence beats any acquisition campaign we could run.
Should we advertise children's tests?
Yes, timed to the school year. Parents search for it, coverage is widely misunderstood, and competition is minimal.
Is social worth it?
For frames and for children's testing, moderately. For general eye tests, search and your Google profile do most of the work.
What does it cost?
€1,500 a month with everything included, or €2,000 with Google Ads managed on top.
Find out what you're missing.
A free growth audit of your Google map results, reviews, website and the ads running in your county. Sent as a PDF within 24 hours. No call needed.