In today’s competitive vision correction market, Australian clinics offering both laser eye surgery and non-surgical vision solutions face a common challenge — standing out online. From LASIK and SMILE to orthokeratology and myopia management, patients now have more choices than ever, and most begin their journey with a simple online search.
At Square Meters Healthcare Marketing, we’ve worked with leading optometrists and refractive surgeons to optimise patient acquisition through targeted digital advertising. The question we’re asked most often is:
“Which platform delivers better results — Facebook Ads or Google Ads?”
The truth is, both platforms have unique strengths. This guide compares them using Australian data, ROI models, and campaign insights — showing how your clinic can grow consultation bookings and brand trust simultaneously.
The Vision Correction Industry: A Rapidly Evolving Space
Australians are investing more in vision health and freedom from glasses than ever before.
Two Distinct Clinic Models:
- Surgical Vision Correction Clinics — providing LASIK, SMILE, PRK, and ICL procedures.
- Optometry-Led Clinics — offering non-surgical alternatives such as orthokeratology (Ortho-K), myopia management, and advanced contact lens fitting.
While surgical clinics deal in high-value one-time procedures, optometry-led clinics benefit from long-term patient relationships through ongoing care. The marketing strategy must reflect those differences — particularly in how each platform generates interest and conversions.
Google Ads: Capturing High-Intent Patients Ready to Book
When someone searches “laser eye surgery near me” or “how much does LASIK cost?”, they’re not just browsing — they’re ready to take action. This makes Google Ads a powerhouse for high-intent lead generation in both surgical and non-surgical vision care.
At Square Meters Healthcare Marketing, our campaigns for vision correction clinics across Australia show consistent performance:
- CTR (Click-through rate): 6–12%
- CPC (Cost per click): A$3.80 – A$9.00
- CPL (Cost per lead): A$60 – A$180
- Lead-to-appointment conversion: 30–55%
Example 1 — Laser Vision Correction Clinic
A Perth-based laser clinic invests A$6,000/month targeting:
- “LASIK surgery cost”
- “laser eye clinic near me”
- “SMILE eye surgery reviews”
Results:
- CPC: A$6.50 → 920 clicks
- 8% enquiry → 74 leads
- 40% booking rate → 30 new consultations
- Cost per booking: ~A$200
With each LASIK procedure averaging A$3,000–A$5,000 per patient, the campaign yields a 10–15× ROI even at modest conversion rates.
Example 2 — Optometry-Led Clinic
An optometry clinic focusing on orthokeratology and myopia control runs A$4,000/month in Google Ads promoting:
- “Myopia management for kids”
- “night lenses for short-sightedness”
- “orthokeratology near me”
Results:
- CPC: A$5 → 800 clicks
- 10% enquiry → 80 leads
- 35% book consultations → 28 new patients
- Cost per booking: ~A$143
With myopia programs averaging A$1,200–A$2,000 annually, even a few conversions create strong recurring ROI.
Facebook & Instagram Ads: Building Awareness and Emotional Trust
While Google captures patients with immediate intent, Facebook and Instagram Ads excel at education, awareness, and long-term trust-building.
In vision correction marketing, emotion plays a major role. Many people hesitate before booking consultations — they need reassurance that the procedure is safe, effective, and worth the investment.
Facebook’s visual storytelling capabilities allow clinics to demonstrate expertise, compassion, and credibility.
Across campaigns run by Square Meters Healthcare Marketing for both optometry and surgical clinics, results typically show:
- CTR: 1.8–3.2%
- CPC: A$1.80 – A$3.40
- CPL: A$40 – A$110
- Lead-to-appointment conversion: 20–35%
Example 3 — Laser Eye Surgery Awareness Campaign
A national laser clinic runs A$5,000/month in Facebook video ads using the theme “See Clearly Again.”
The campaign features:
- Short patient education videos explaining the surgery.
- Animated visuals on how laser reshapes the cornea.
- Surgeon introductions and behind-the-scenes safety footage.
Results:
- CPC: A$2.80 → 1,780 clicks
- 3.5% convert → 62 leads
- 30% book → 19 consultations
- Cost per booking: ~A$263
Beyond direct leads, the campaign achieved over 60,000 impressions, boosting organic brand searches by 40% the following month.
Example 4 — Optometry Clinic Brand Awareness
An optometry-led practice promoting “Healthy Eyes for Life” invests A$3,000/month in Facebook carousel ads.
The campaign includes:
- Posts on early myopia signs in children.
- Educational videos about orthokeratology.
- Family-oriented imagery focused on long-term eye health.
Results:
- CPC: A$2.20 → 1,360 clicks
- 4% convert → 55 leads
- 25% book → 14 appointments
- Cost per booking: A$214
More importantly, the clinic saw a doubling of direct enquiries via Google Search after the awareness campaign — proving how Facebook supports overall visibility.
Why Facebook Ads Work for Vision Correction
Emotional Storytelling: Video and imagery reduce hesitation.
Broad Reach: Ideal for 25–55 age group — the prime vision correction demographic.Reinforces Brand Trust: Patients who see your Facebook content are more likely to click your Google ad later.
Education-Based Marketing: Ideal for explaining complex treatments like SMILE or Ortho-K.
The Drawbacks
Lower immediate intent: Audiences may take weeks before booking.
Creative intensity: Campaigns require regular content updates.
Meta restrictions: Ads must avoid “before/after” visuals or exaggerated claims.
Compliance: AHPRA and TGA Advertising Rules
Healthcare advertising in Australia must remain factual and responsible. Square Meters Healthcare Marketing ensures all campaigns align with AHPRA, TGA, and Meta Advertising Policy standards.
Key Compliance Practices:
- Avoid unsubstantiated outcome claims (“Perfect vision guaranteed”).
- No testimonials referencing specific procedures or outcomes.
- Use educational rather than persuasive tone.
- Ensure disclaimers are visible (“Individual results may vary”).
- Focus on practitioner expertise and patient safety, not transformations.
This approach not only keeps your campaigns compliant — it strengthens public trust.
Campaign Themes that Drive Results
| Campaign Theme | Purpose | Best For |
|---|---|---|
| “See Clearly Again” | Inspire confidence and emotional connection | Laser & refractive surgery |
| “Freedom from Glasses” | Promote life-change and convenience | LASIK & SMILE |
| “Healthy Eyes for Life” | Long-term care focus | Optometry & myopia control |
| “Your Vision, Our Precision” | Professional expertise messaging | Surgical clinics |
| “The Future of Clear Vision” | Innovation & technology focus | Clinics offering SMILE/ICL |
Facebook vs Google Ads — Performance Comparison
| udience Intent | High — ready to book | Medium — awareness & education |
| CTR (Australia) | 6–12% | 1.8–3.2% |
| CPC (AUD) | 3.80 – 9.00 | 1.80 – 3.40 |
| CPL (AUD) | 60 – 180 | 40 – 110 |
| Lead-to-Appointment Conversion | 30–55% | 20–35% |
| ROI Timeline | Short-term | Medium to long-term |
| Creative Requirement | Low | High (video, image, carousel) |
| Compliance Sensitivity | Moderate | High |
| Best For | Appointment bookings | Brand trust & education |
ROI Scenarios — A$6,000 Monthly Budget
1. Google Ads Only (LASIK Clinic)
- CPC: A$6.50 → 920 clicks
- 8% convert → 74 leads
- 40% book → 30 patients
- CPA: A$200
- ROI: 10–15× (based on A$3,500 avg procedure).
2. Facebook Ads Only (Optometry Clinic)
- CPC: A$2.50 → 2,400 clicks
- 3% convert → 72 leads
- 30% book → 22 patients
- CPA: A$272
- ROI: 4–6× (based on recurring treatment plans).
3. Hybrid Strategy (A$4,000 Google + A$2,000 Facebook)
- Google: 20 patients @ A$190
- Facebook: 10 patients @ A$250
- Total: 30 patients
- Average CPA: A$210
- ROI: Balanced pipeline and long-term brand recall.
Square Meters Insight: Clinics combining both platforms see 30–40% higher patient lifetime value (LTV) due to consistent visibility and multi-touch engagement.
Recommended Monthly Budgets
Emerging Clinics (A$2,000–A$3,000/month):
- Focus on Google Ads for appointment bookings.
Growing Clinics (A$4,000–A$6,000/month):
- Combine Google + Facebook for awareness and steady patient flow.
Established Clinics (A$8,000–A$12,000+/month):
- Run full-funnel campaigns with remarketing, video, and seasonal promotions.
The True ROI: Beyond the First Procedure
Each vision correction consultation represents a high-value, long-term patient relationship.
Typical Revenue Models:
- LASIK/SMILE procedure: A$3,000–A$6,000 per patient.
- PRK or ICL: A$4,000–A$8,000 per case.
- Ortho-K / Myopia Control: A$1,200–A$2,500 per year.
One booked consultation can lead to multiple downstream opportunities — referrals, eyewear purchases, and post-op care.
That’s why we calculate success not just by cost per lead, but by lifetime patient value.
Square Meters’ Expert Verdict
Google Ads drive consultations. Facebook Ads build confidence and brand equity.
For Australian vision correction clinics, the most effective marketing strategy uses both channels:
- Google Ads capture those already ready to see clearly again.
- Facebook Ads prepare, educate, and reassure future patients.
By combining the two, clinics achieve a stable stream of leads while cultivating a trusted brand in a sensitive, high-value healthcare niche.
Let’s Help Your Clinic Grow with Vision and Precision
If you’re ready to scale your vision correction or eye care clinic, Square Meters Healthcare Marketing can help you attract, convert, and retain more patients — ethically and effectively.
We specialise in data-driven, AHPRA-compliant strategies for Australia’s top healthcare providers.
Book a free strategy session today.
Let’s help your clinic grow with clarity, compliance, and confidence.
