Optics and eye care: cost per lead down from $24 to $6, and ads paid for themselves in the first month

Optician stores and eye-care centres in Odesa with their own online shop. We merged the shop and the clinic into one website, connected ads to the CRM and built an online vision check — cost per lead went from $24 to $6.

Service

Eye care, optics and an online shop

Location & channels

Ukraine: Odesa
Google Ads
Facebook Ads
SEO

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cost per lead after our work
$6: what a lead cost at the start
$24: ads paid for themselves and turned a profit
Month 1: shop and clinic — one website
2 → 1

Region: Odesa: two centres — in the city centre and in Tairove
Clinic: eye tests, glasses and contact lens fitting, paediatric ophthalmology, device-based treatment
Channels: Google Ads, Facebook Ads, SEO, mailings
Scope: turnkey: website, creatives, ads, CRM, call tracking, ERP, Merchant Center

About the client

LUMOS runs optician stores and eye-care centres in Odesa: eye tests, glasses and contact lens fitting, paediatric ophthalmology and device-based treatment — plus an online shop for eyewear and eye-care products. On its website the clinic cites more than 15 years of experience.

The challenge

The clinic had a strong foundation: reputation, doctors, its own shop. But the online shop and the clinic were separate projects, and leads and conversions were poorly tracked. At the start a lead cost $24.

The task: full online marketing support — website, creatives, Facebook and Google ads, SEO, mailings — and analytics you can trust.

What we did

01
Merged the shop and the clinic into one website
We repackaged the website around the client's strengths: the online shop and the clinic became one project. That strengthened all the optimisation — and it showed in the very first month.
02
Connected ads to the CRM
We connected the CRM right away and started passing the right conversion value to Google Ads and Facebook Ads: the ads learn from real leads, not clicks.
03
Online vision check
We built an online vision-check quiz: seven short tests — acuity, contrast, astigmatism, colour — in 3–5 minutes, no sign-up. It's a screening, not a diagnosis: at the end people see their result and get a discount on a full eye exam with a doctor — it grows with every answer. The quiz improved results a lot.
The vision-check quiz on the clinic's website.
04
Google Ads and Facebook Ads from month one
We optimised the Google and Facebook campaigns. Both channels delivered from the very first month.
05
The shop: ERP and Merchant Center
We synced the website with the clinic's ERP, exported the products and improved the shop's performance in Google Merchant Center.
06
Call tracking, SEO and mailings
We took on call tracking so calls show up by channel too, plus SEO and mailings.

Creatives

Some of the creatives we made for the clinic's Meta Ads — Instagram and Facebook.

LUMOS Meta Ads creative. A woman in glasses with a book and a cup; text (Ukrainian) “Can't see well — sorted in one visit”: full eye exam, doctor's report, glasses fitting, UAH 400* (UAH 800 if you don't order glasses or lenses after the exam) — Meta Ads creatives, 3:4.

LUMOS Meta Ads creative. A schoolboy squinting at the board; text (Ukrainian) “A month into school. Squinting at the board already?”: children's eye exam, glasses fitting, doctor's report, UAH 800 (UAH 600 per child when booking two) — Meta Ads creatives, 3:4.

Results

Cost per lead

from $24 to $6

Before: $24
After: $6

Cost per lead fell from $24 to $6. Google Ads and Facebook Ads delivered from the first month, and the ad budget paid for itself with a profit in that first month. A big body of work — and the results speak for themselves.

Eye care, optics and an online shop

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