Optica, Kenya’s largest optician had 2 main business objectives. They wanted to regain their online visibility for their 67+ local branches and increase the number of Eye Test bookings through their website.
Optica’s existing local strategy was underperforming, so we began by auditing their Google Ads account. It quickly became clear that one major issue was a lack of branch location assets in their campaigns, making it harder for nearby customers to find their local Optica branch. We also identified bid cannibalization, where multiple campaigns competed for the same keywords, ultimately driving up costs without better results.
Additionally, Optica’s search campaigns were structured around broad product and gender categories, which limited our ability to capture local, intent-driven searches. We faced a few technical challenges as well:
Search Campaigns:
To maximize search potential, we restructured Optica’s campaigns around keywords with proven performance. Instead of categorizing campaigns by broad product types, we switched to intent-based categorization. This approach allowed us to reach users actively searching for eye tests or optician services, resulting in more qualified clicks and conversions. To keep our targeting precise, we added negative keywords to eliminate irrelevant traffic and save budget.
Local Campaigns:
For Optica’s local presence, we updated and organized the business’s branch locations to ensure they’d appear in local searches. This required an update to the new Google Location assets and creating organized location groups to streamline targeting for all branches.
We took a big step by moving Optica’s local strategy from traditional Smart Campaigns to Performance Max, a new solution that offered more dynamic ad placements and targeting. This allowed us to run fewer, more powerful campaigns that covered all branches without the need for 67+ individual campaigns. To boost engagement, we rewrote ad copy to include strong calls-to-action in headlines and descriptions, driving more interest from local audiences.
As we refined the campaigns, we created a structure ready to grow with Optica, shifting from short-term improvements to a scalable, performance-driven approach that delivered the visibility and bookings they were looking for.
Within the first three months of taking over Optica’s account, we saw some exciting results:
These changes reflected a significant boost in both conversions and cost-efficiency as we aligned Optica’s Google Ads campaigns with their business goals.
Building on the success of Q1, we pushed for even more refinement in Q2. By closely monitoring KPIs, we fine-tuned the campaigns, excluding elements that weren’t converting, and expanded into new keyword trends to capture additional relevant traffic.
As a result, we achieved:
Optica, Kenya’s largest optician had 2 main business objectives. They wanted to regain their online visibility for their 67+ local branches and increase the number of Eye Test bookings through their website.
See how we helped a UK based e-commerce store increase its conversions by 500% year on year using Search, Display, and Google Shopping Campaigns.
Wild audience are a SAAS platform offering a platform for email marketing. They describe themselves as “ActiveCampaign for European companies with extra benefits”. Discover how we achieved a 4000% ROI with our PPC retargeting strategy!
We have a multi-award-winning team of over 20 SEO, Content Marketing, and Link-Building professionals ready to help increase your online visibility and generate more business.
Fill in the form to arrange a call with our CEO and Head of Client Partnerships to determine whether we are the right fit for your business needs.
If you prefer to book a call directly, then use the link below.