If you’re running Google Ads for an eye care practice, one of the biggest questions is:
What should I be paying for new patient appointments?
Vision and eye care searches are typically local and appointment-driven. This page breaks down real performance data from eye care campaigns across 3 years, based on accounts we’ve worked with, managed, and analyzed.
Here’s how performance has trended over time:
| Year | Industry | Accounts | Spend | Impressions | Clicks | Conversions | CTR | CVR | CPC | CPA | Conv Value | Conv Value / Cost | Zero-Conv Accounts | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Vision / Eye Care | 1 | $11,182.51 | 533,264.00 | 6,172.00 | 1,036.00 | 1.16% | 16.79% | $1.81 | $10.79 | $0.00 | 0 | 0 | |
| 2024 | Vision / Eye Care | 3 | $14,156.28 | 303,322 | 6,044 | 604 | 2.00% | 10.00% | $2.34 | $23.44 | $574.00 | 4.05% | 1 | |
| 2025 | Vision / Eye Care | 7 | $30,244.57 | 1,293,945 | 14,779 | 2,399.00 | 1.10% | 16.20% | $2.05 | $12.61 | $2,348.00 | 8% | 0 |
| Year | Industry | Network | Spend | Clicks | Impressions | Conversions | Conv Value | CTR | CVR | CPC | CPA |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Vision / Eye Care | Cross-network | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Vision / Eye Care | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Vision / Eye Care | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Vision / Eye Care | Google Display Network | $3,451.36 | 3,000.00 | 332,206.00 | 340.00 | $339.00 | 0.90% | 11.33% | $1.15 | $10.15 |
| 2023 | Vision / Eye Care | Google Search | $6,843.77 | 2,423.00 | 197,904.00 | 695.00 | $666.00 | 1.22% | 28.68% | $2.82 | $9.85 |
| 2023 | Vision / Eye Care | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Vision / Eye Care | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Vision / Eye Care | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Vision / Eye Care | Search partners | $887.37 | 749.00 | 3,154.00 | 1.00 | $1.00 | 23.75% | 0.13% | $1.18 | $887.37 |
| 2023 | Vision / Eye Care | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Vision / Eye Care | Cross-network | $5,795.55 | 3,224.00 | 196,089.00 | 187.00 | $159.00 | 1.64% | 5.80% | $1.80 | $30.99 |
| 2024 | Vision / Eye Care | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Vision / Eye Care | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Vision / Eye Care | Google Display Network | $934.75 | 959.00 | 40,053.00 | 119.00 | $119.00 | 2.39% | 12.41% | $0.97 | $7.86 |
| 2024 | Vision / Eye Care | Google Search | $7,425.97 | 1,861.00 | 67,180.00 | 298.00 | $296.00 | 2.77% | 16.01% | $3.99 | $24.92 |
| 2024 | Vision / Eye Care | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Vision / Eye Care | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Vision / Eye Care | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Vision / Eye Care | Search partners | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Vision / Eye Care | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Vision / Eye Care | Cross-network | $11,297.32 | 7,311.00 | 1,086,298.00 | 811.50 | $761.50 | 0.67% | 11.10% | $1.55 | $13.92 |
| 2025 | Vision / Eye Care | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Vision / Eye Care | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Vision / Eye Care | Google Display Network | $203.99 | 938.00 | 66,950.00 | 623.00 | $623.00 | 1.40% | 66.42% | $0.22 | $0.33 |
| 2025 | Vision / Eye Care | Google Search | $18,671.56 | 6,461.00 | 139,771.00 | 964.50 | $963.50 | 4.62% | 14.93% | $2.89 | $19.36 |
| 2025 | Vision / Eye Care | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Vision / Eye Care | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Vision / Eye Care | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Vision / Eye Care | Search partners | $71.72 | 69.00 | 926.00 | 0.00 | $0.00 | 7.45% | 0.00% | $1.04 | inf |
| 2025 | Vision / Eye Care | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 |
Vision and eye care campaigns are driven by local, appointment-based intent, making Search the primary source of conversions while other networks support awareness and visibility.
Most searches are:
This leads to:
Compared to other industries:
Eye care campaigns often see:
However:
Unlike one-time services:
If you’re running Google Ads:
You should expect:
You should focus on:
You should avoid:
These numbers give you a realistic performance range, not a guarantee.
Your results will vary based on:
If your current results are:
There’s usually a fixable reason.
We work with businesses across industries to improve performance and efficiency in Google Ads.
We’ll show you:
