Google Ads and PPC for LASIK Centers
How We Run Google Ads for LASIK Centers
LASIK is elective, expensive and researched heavily. A patient might search "is lasik worth it" in January, "lasik cost" in March and "lasik consultation near me" in June. Jason builds refractive surgery accounts to show up across that whole stretch, with research, cost and ready to book searches handled differently. Copy follows Google's healthcare policies, pricing stays honest, and the conversion that matters is a booked free consultation, not a newsletter signup or a brochure download.
Research, Cost and Ready Searches
We split campaigns by where the searcher is in the decision. Ready searches like "lasik consultation near me" or "lasik surgeon" plus your city get the highest bids and go straight to a booking page. Cost searches such as "how much is lasik" or "lasik financing" get their own campaign and landing page. Early research terms, like "lasik vs contacts" or "am I a candidate for lasik," run on tighter budgets.
This structure lets each stage have its own cost per consult target. Research clicks will always convert at a lower rate in the short term, so judging them by the same standard as ready searches would get them shut off, even though they feed next quarter's surgeries. Negatives remove eye exam, glasses, contacts, optometry school, eye drops and LASIK complication research that is unlikely to become a patient.
Pricing and Financing Searches
Price is the biggest question in this vertical. Ads that advertise a very low per eye price, then quote far higher in the consult, damage trust and can run into Google's misrepresentation rules if the offer is not genuinely available. We write cost copy from your real pricing, often as a range or a starting price with clear conditions, and lead with what is included, such as follow up care and enhancement policies if you offer them.
Financing is often the deciding factor, so monthly payment messaging goes into headlines and callouts when you have a partner like CareCredit or Alphaeon, or an in-house plan. We also mention HSA and FSA eligibility where it applies, since many patients plan surgery around those accounts. Year end and new benefit year timing can shift demand, and budgets move with it.
Healthcare Policy and Claims
Refractive surgery ads fall under Google's healthcare and medicine policies. We avoid outcome promises and claims about vision results, keep language about safety factual, and present surgeon credentials and technology plainly. Landing pages explain candidacy factors and that a consultation determines eligibility, which supports policy review and also screens out patients who are unlikely to qualify before they take up a slot.
Personalized advertising cannot target users based on health conditions, so remarketing is built on site behavior, such as visiting the pricing page or starting the self test, rather than health based audiences. Brand terms for specific lasers or procedures, like SMILE or Contoura, are used only where you offer them, and trademark limits are checked before they go into ad text.
Tracking Consults Over Time
Free consultations are the primary conversion, tracked from calls with a duration threshold, form fills and online scheduling. Brochure downloads and self test completions are recorded as secondary actions so we can see research engagement without letting them steer bidding. Conversion windows are set longer than the defaults, because a click today can turn into a booked consult weeks later after a second or third visit.
Where your practice can share outcomes, we import offline data on consults that became scheduled surgeries, letting Smart Bidding favor searches that produce patients rather than consult no shows. Monthly reports show cost per consult by campaign, and Jason reviews trends over 60 and 90 day periods, which fits how long refractive patients actually take to decide.
