Eyewear
The frame gets the click. The lens carries the margin.
Prescription journeys take weeks, involve an offline step, and end in an upgrade decision that never appears in the campaign that started it.
Why this changes the advertising decision
What is different here isn't the channel. It's the economics underneath it.
Prescription buying spans weeks and offline steps
Last-click measurement misattributes almost the whole journey.
Lens upgrades carry the contribution
Bidding to frame price undervalues the order that actually gets placed.
Sunglasses demand is sharply seasonal
It behaves like a different business, and should be funded like one.
What we do about it
The execution follows the economics, not the other way round.
Measurement matches the journey length
Performance is read over the real prescription window, with the basis stated.
Order value includes the upgrade
Contribution is calculated on the completed order, not the entry product.
The Method - BOI®
How BOI® applies here.
The problem
Prescription, sunglasses and lens upgrades cannot share one bid, because the prescription journey takes weeks.
The BOI® answer
Prescription runs as Scale against assisted contribution. Sunglasses run as Profit in season. Lens upgrades run as Gateway.
Worth reading next
Next step
We'll tell you what your account is doing to your eyewear margin.
A commercial review reads your account against your own product economics, and tells you where the next pound should go. Brands we work with typically spend around £10k a month on Google Ads, but that is guidance, not a gate. If you are below it and the question is real, ask anyway.
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