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Case Study · Healthcare / Optometry PPC
5-Location Optometry Group: The Return
A multi-location optometry group left Hop2TheTop for an agency that promised to do it all. Results collapsed. The month they came back, performance immediately recovered — proving just how much the right PPC management matters.
Locations managed
5
multi-location group
Recovery speed
1 mo.
results back immediately
Performance drop
Tanked
with the other agency
What Happened — In Three Phases
Phase 1 • With H2T
Strong, consistent results
Hop2TheTop managed campaigns across all 5 locations, driving steady appointment volume and efficient ad spend.
Phase 2 • Left for another agency
Results collapsed
The client switched to a web company promising to handle everything. PPC performance tanked almost immediately after the transition.
Phase 3 • Returned to H2T
Recovered within a month
The month Hop2TheTop was brought back on, results were once again through the roof — validating the impact of specialized PPC management.
The Core Problem
Generalist agencies can’t replace PPC specialists
The competing agency offered an appealing all-in-one pitch — web, SEO, ads, everything under one roof. But managing paid search at a high level for a 5-location healthcare practice requires dedicated expertise, daily attention, and deep knowledge of healthcare buyer intent. Broad agencies that also “do” PPC rarely deliver the same results as a firm where PPC is the only focus.
What Makes Multi-Location Optometry Campaigns Complex
Five locations means five audience challenges
Each location has its own geography, competitor landscape, and patient search behavior. Campaigns need to be structured to drive leads to the right location — not just the nearest one or the one with the most budget. Getting this right requires ongoing local targeting adjustments, geo bid strategies, and location-specific ad copy. That level of granularity is exactly where generalist agencies cut corners.
Results
Before, during, and after the switch
-
↓
Performance dropped significantly when management transferred to the competing all-in-one web agency. -
✓
Within one month of returning to Hop2TheTop, results recovered to previous highs. -
✓
The rapid recovery demonstrated that underlying market demand was strong — it just required the right management to capture it. -
✓
Campaigns across all 5 locations were brought back online and optimized simultaneously.
Key Lesson
PPC is a discipline that rewards specialization. An agency that “also does” Google Ads as one of many services will rarely match the results of one that does it exclusively — especially for multi-location healthcare clients where local targeting precision is critical.
Why They Came Back
The numbers told the story clearly. Once the client could see the gap between what they had with Hop2TheTop and what the new agency was delivering, the decision to return was straightforward. Results spoke for themselves within 30 days of coming back.
Optometry
Healthcare PPC
Multi-Location
Local Targeting
Agency Comparison
PPC Specialist