The PMAX Creative Strategy Behind 44% More Patient Bookings
AEG Vision, one of the largest optometry groups in the U.S., increased patient bookings by 44% by redesigning the creative strategy for its Google Performance Max campaigns. Cardinal Digital Marketing found that existing ads led with condition awareness rather than patient recognition — most patients experienced gradual vision changes but didn’t connect them to seeking care. The solution was an evergreen creative system built around everyday moments — a blurry menu, a phone held too close — that met patients earlier in their discovery journey. Rather than increasing spend or shifting channels, the team gave PMAX a wider signal set to optimize against. The result was a broader optimization loop and a significant lift in scheduled appointments across AEG’s optometry locations.
For multi-site vision and healthcare operators running PMax, creative variety isn’t aesthetic — it’s algorithmic. A narrow creative set caps PMAX’s learning ceiling. Operators who treat flat campaign performance as a budget problem often have a signal problem that better-structured creative would solve.
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