01
Challenge
American Vision Partner (AVP) set out with a clear objective: to efficiently increase the volume of leads for their primary services, namely ophthalmology, LASIK, and cataract surgery. However, AVP faced a significant challenge as their cost per lead was elevated due to difficulties with Quality Scores. Complicating matters further, with over 50 locations, several in close proximity within the Phoenix-metro area, AVP needed a strategic approach to mitigate competition and prevent cannibalization resulting from overlapping geo-targeting.
02
Approach
Analyzing American Vision Partner's (AVP) account structure, Quality Score, and local strategy, our approach focused on a strategy to enhance the search experience for local searchers. To address the rising cost per lead, we diagnosed Quality Score weaknesses, allowing us to strategically lower the cost per click for high-converting, high-volume keywords. This strategy aimed to optimize AVP's online presence and tackle challenges associated with lead cost and Quality Scores.
