Case study · 75-day engagement
A St. Louis optometry practice was running $4,200 a month on Google Ads and getting plenty of traffic from "VSP accepting optometrist," "EyeMed near me," and "Davis Vision provider st louis" type searches. Almost none of that traffic was booking exams. The reason: the website said "we accept most insurance" without ever specifying which ones, and customers had to call the office during business hours to find out if they were covered.
The challenge
Insurance is the #1 unspoken determinant of where someone gets an eye exam. Roughly 78% of US adults with vision benefits will only book with an in-network provider because the out-of-pocket gap can be 4x or more. The previous agency was bidding on insurance-keyword searches, which was correct, but routing those visitors to a generic homepage that said "most insurance accepted" without naming a single plan.
Audit findings:
The plan
Built six dedicated landing pages, one per major insurance plan: VSP, EyeMed, Davis Vision, Spectera, Humana Vision, and out-of-network. Each page has the practice\u2019s in-network status, what is covered (exam, frames, lenses, contact lens fitting), the typical out-of-pocket, and a "verify my benefits in 30 seconds" check.
3-field form that takes plan name + member ID + DOB and returns coverage status in real time via the practice\u2019s clearinghouse API. Customers get an immediate "yes, you are in-network and your exam will cost approximately $20 out-of-pocket" before booking.
Calendar embed now asks insurance plan + verifies eligibility before showing slots. About 41% of insurance-shopper visitors now book.
Booking flow asks "do you wear contacts or want to start?" If yes, customer is offered a contact-lens fitting at the same appointment for $30 (covered by most plans). Attach rate jumped from 18% to 67%.
47 new insurance-aware keyword variations added: "VSP doctor st louis," "in-network EyeMed clayton," "Davis Vision provider chesterfield," etc. Each routes to the right plan-specific landing page.
AI tools we used
We do not pretend the work happens by hand. Three of our internal tools are the reason this engagement moved as fast as it did. Each of them replaces what used to be days of human time.
Spins up plan-specific landing pages from a content template + the practice\u2019s actual coverage details. Built 6 pages in 4 days.
Connects to the practice\u2019s clearinghouse API, returns coverage status in 5-15 seconds. About 41% of users complete a booking after eligibility verification.
Embedded in the booking calendar, surfaces same-visit fitting offer with insurance-aware pricing. Attach rate 67%.
The execution
| Week | What we shipped | What moved |
|---|---|---|
| Week 1-2 | 6 plan-specific landing pages shipped | Quality score climbs 4 to 8 on insurance keywords |
| Week 2-3 | Eligibility checker integrated and tested | Booking conversion rate 0.7% → 12% on insurance traffic |
| Week 3 | Insurance-aware booking flow live | Insurance shoppers booking at 38% |
| Week 4 | Contact lens upsell active | Attach rate from 18% to 51% |
| Week 5 | 47 insurance keyword variations + ad copy refresh | CPC drops 22%, CTR climbs to 5.4% |
| Week 8 | Mid-engagement review | Insurance shoppers booking at 41%, contacts attach 67% |
| Week 10 | Quarterly check-in, retainer continues | Run rate stable, exam bookings 2.6× baseline |
The numbers
The 2.6× lift in exam bookings came from:
The practice did not need more ad budget. They needed to actually answer the question every insurance customer was asking before they would book. Once that question got answered on the page, the booking rate took care of itself.
Every insurance customer wants the same answer before they book. We were making them call to get it. Now they get it in 30 seconds on the page. The only mystery is why I did not do this five years ago.
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