The City Specs Story

Boosting Visibility for a Premium Optician

City Specs, a newly launched optician based in Meadowhall, Sheffield, had ambitious goals but lacked the structure and insights to achieve them. Their Google Ads account was running on minimal historical data, with scattered targeting and inconsistent ad groups that made optimisation difficult. Ad copy lacked clarity and local relevance, resulting in poor engagement and low click-through rates. With a competitive local market dominated by established opticians, visibility was limited and conversions were slow to come in. Without a cohesive campaign strategy or accurate data to guide decisions, their paid ads were underdelivering on every front.

We came in to fix that.

What Wasn’t Working

Scaling wasn’t the issue, structure and strategy were. Here’s what we found:

  • Campaigns were poorly organised, with mixed targeting and limited focus.
  • Minimal historical conversion data made optimisation difficult.
  • Weak ad copy failed to connect with local audiences or drive action.
  • No clear negative keyword strategy meant wasted ad spend.
  • Campaigns lacked performance tracking strong enough to inform decisions.

Who is City Specs?

City Specs is a premium optician located in Meadowhall, Sheffield, offering professional eye care services and a curated selection of designer eyewear. As a newly established business, their challenge wasn’t quality, it was being seen. They needed to stand out in a crowded market and attract both walk-in clients and online enquiries.

Our Fix: Refine, Rebuild, and Reconnect

Once we knew what was holding performance back, we restructured the account from the ground up. Here’s what we did:

  • Conducted in-depth search term reviews to sharpen targeting and eliminate irrelevant traffic.
  • Rebuilt the campaign into tightly themed ad groups with clear objectives.
  • Created new ad copy tailored to each ad group with strong calls-to-action.
  • Expanded negative keyword lists to cut wasted spend and focus on profitable searches.

By improving campaign structure, messaging, and targeting precision, we set City Specs on a path toward scalable, sustainable growth.

What Success Looks Like

In Just 2 Strategic Months: Here’s What Changed. Dramatically.

With sharper structure and smarter targeting, results improved across all metrics.

Engagement Lifted
Increase in Click-Through Rate
Smarter Spend
Reduction in Cost Per Click
Conversions Doubled
Month-over-Month Growth in Conversions
Efficiency Unlocked
Drop in Cost Per Acquisition

“The team quickly improved our campaign structure and targeting. Within a month, we saw a big jump in conversions and a major drop in costs. Really impressed with the results!”

– Brand Testimonial

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