Your biggest competitor is not the practice down the road. It is a website with no shopfront taking 14,800 searches a month for the product you sell at a margin you cannot match.
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Australian search volumes, Semrush.
Three channels, three jobs. A clinic usually needs all three, staggered rather than launched at once. It is the same model our Brisbane digital marketing agency runs across every industry we work in, only the numbers underneath it change.
META ADS
Most people leave it years between eye tests and only book when something changes. Meta reaches them in that gap, and it is the one channel that can actually show frames, which is what people are really choosing between.
GOOGLE ADS
Catches them the moment they finally search, including the ones Meta warmed up. Fastest of the three to fill a chair, and the only one working the week someone realises they cannot read a menu.
SEO
Takes over the same service searches Google Ads is paying for, permanently and for free. Slowest to arrive, cheapest to keep, and the reason your paid bill should fall over time.
Google Ads tells us within about six weeks which searches actually produce booked appointments, so SEO gets aimed at those rather than guessing for six months. Meta retargeting picks up everyone who looked at frames and did not book. And as SEO ranks for a service, we pull the paid spend off it and move it to the next one.
The work behind each one, so you can tell whether a proposal is describing effort or just naming a platform.
THE SLOW ASSET
A real page per service rather than a Services list, with the ones an online retailer cannot copy given the most room. Google Business Profile built properly, categories right, and a review process that runs after appointments. This is what moves the map pack and the service terms.
THE FAST LEVER
Campaigns split by service, not one campaign called Optometrist. Negative keywords so you stop paying for optometry courses, optometrist salaries, cheap contacts online, free glasses and the very large number of people comparing lens prices with no intention of walking into anywhere. Booking tracking, because appointments get made online as often as by phone.
THE ONE THAT SHOWS THE FRAMES
The only channel that can show what people are actually choosing between, which is frames rather than clinical services. Also the best place to reach parents before a school year, which is when kids eye tests are decided.
We start from which chairs you need filled, not from which service we would like to sell you. A practice competing with online retailers on lens price needs a repositioning before it needs traffic, because more visitors to a losing argument is just a bigger loss. A practice with nine reviews needs a review process and Google Ads first. Meta Ads and SEO come after.
Not a strategy document. These are the three pages we would put up first for a Brisbane optometry practice, why those three, and the numbers behind each one.
Built around “eye test”
8,100 a month and it is the only search on this list that ends in someone sitting in your chair. An online retailer cannot do it, cannot fake it, and legally cannot replace it. Say what the test involves, how long it takes, what Medicare covers and what it costs if it does not. Bulk billed eye test at 720 is the question everyone wants answered and nobody wants to ask.
Built around “behavioural optometrist”
Behavioural optometry at 1,300 and kids eye tests at 880 look small next to 14,800 for contact lenses. They are worth more. A parent choosing an optometrist for a child is choosing for the whole family for a decade, they are not price shopping, and no website can examine a seven year old. This is the most defensible traffic in the vertical and most practices bury it.
Built around “optometrist near me”
18,100 a month, decided in the map box on reviews and proximity. Nothing you write outranks the map box on this one. That gap closes with a review process, not with content, and it is the first job if your review count is in single figures.
Tell us your suburbs and the services you want more of. We will come back with the real search numbers for your area and the three pages we would start with. Fifteen minutes, no obligation, and you keep the research either way.
Your Google Business Profile, suburb pages, and local listings optimised so customers in your area find you first.
Technical fixes and service-focused SEO that make your site easy for Google to understand and trust.
Build your reputation through reviews, with monthly reports tracking rankings and leads from organic search.
Site speed, crawlability, schema markup, and Core Web Vitals sorted so Google can index and trust your site.
Service pages and suburb landing pages written to rank and convert, not just fill space.
Backlink building and on-page optimisation that compounds month over month.
Worth saying before you enquire, because it saves everyone three months.
Fast answers, clear decisions.
Spend, leads and trends at a glance.
Your data, your accounts.
Budget goes to what converts.
4+ years average client retention.
Specialists across each platform.
Not on price. A retailer with no shopfront, no staff and no chair time will always sell a box of monthlies cheaper than you can, and matching them only means losing money more efficiently. Compete where they cannot follow: eye tests, children, behavioural optometry, ocular health. Anything needing equipment and a qualified person in a room is yours by definition.
Agency fees usually work one of three ways: a percentage of ad spend, a flat monthly retainer, or a base fee plus a percentage above a threshold. Percentage models get expensive as you scale and quietly reward the agency for spending more of your money. Ask which model an agency uses and why before you ask for a number.
Have the page, do not give it the budget. Your existing patients will use it and it catches people who prefer buying locally. But 14,800 searches a month against an online retailer is not a fight worth funding, and the money does more on the appointment terms.
Because a parent choosing an optometrist for a child is choosing for the whole family for a decade, and they are not price shopping. No website can examine a seven year old. Behavioural optometry at 1,300 and kids eye tests at 880 are the most defensible traffic in the vertical, and most practices bury both.
720 people a month search for it specifically, and far more want to know without asking. Say plainly what Medicare covers, what it does not, and what a test costs if it is not covered. It removes the main hesitation before someone books.
Yes, within limits. Optometry is regulated under the National Law, which restricts testimonials about clinical outcomes and comparative claims like best optometrist in Brisbane. Service pages that explain what a test involves and who it suits are fine. We write to that line and hand the copy to your practice principal to review before anything goes live.
Optometry courses, optometrist salaries, degrees, cheap contacts online, free glasses, and the large volume of people comparing lens prices with no intention of walking into anywhere. On broad match an account buys all of it.
Google Ads fills chairs within days. The service pages take three to six months to rank, and the map pack depends almost entirely on your review count.
Yes. Search behaviour is the same across Australia, only the suburbs and the competitor set change. The volumes quoted on this page are national.
We look at how much of your site is built around product against appointments, what the service terms do in your suburbs, your review count against the practices ranking above you, and whether children and behavioural work are visible at all. You get it in writing and you keep it either way.
