Case Study: a vision care company boosts booked appointments with Goodway Group's tiered paid search strategy

A vision care company boosts booked appointments with Goodway Group's tiered paid search strategy

A vision care company faced the challenge of efficiently filling open appointments across its 800+ locations. Manually adjusting cost-per-acquisition (CPA) bid strategies for each location's campaign was a time-consuming process that caused frequent disruptions as the algorithms re-entered learning phases. The company partnered with Goodway Group to find a more streamlined paid search solution.

Goodway Group implemented a tiered paid search strategy by categorizing locations into nine tiers based on appointment availability and customer spend. After a careful rollout and optimization process, the results were significant. Over two months, Goodway's strategy increased conversions by 27% while spending only rose by 1%, leading to a 21% decrease in cost per acquisition.