Eyes on Little Elm is an optometry practice in Little Elm, Texas, competing in one of the most expensive corners of healthcare advertising. The keywords that mattered most to them, the terms patients actually search when they need care, were running about $22 per click. At that price, a modest monthly budget disappears fast, and every click that doesn’t convert is expensive.
The practice needed to reach patients searching for dry eye and stye treatment, but bidding directly on those terms meant paying a premium before a single patient ever called.

Rather than keep competing on price for the same handful of expensive keywords, we changed the approach entirely. We launched a Dynamic Search Ads campaign, a Google Ads format that uses the content already on a practice’s website to match relevant patient searches, instead of manually bidding on a fixed keyword list.
This worked for Eyes on Little Elm specifically because their website had strong, thorough content about their services. That existing content became the asset: Google could match their pages to a much wider range of real patient searches, including longer and more specific queries that cost far less than the head terms.
We also mapped out a Facebook Ads strategy to complement the search campaigns, giving the practice a second channel with a different cost profile for reaching patients who aren’t actively searching yet.

Two things made the difference. First, the practice had invested in real content on their website, which gave Dynamic Search Ads something substantial to work with. Second, we were willing to abandon the obvious approach: in a market where the leading keywords cost $22 a click, the win came from finding the searches everyone else was ignoring.