When we began this campaign, we knew success would not come from generic medical advertising. Too often, healthcare ads rely on stock imagery and clinical messaging that feels distant or impersonal. Infocus Eye Care is anything but that, and the creative needed to reflect it.

We built the campaign around one central idea. Local trust drives action. Instead of nonspecific visuals, we developed ad creative rooted in Bend’s landscape, light, and lifestyle. The imagery felt familiar, approachable, and human. By pairing locally resonant visuals with messaging that emphasized personal care and expertise, we created ads that felt less like advertisements and more like a trusted recommendation.

Strategically, the campaign ran across both Google and Meta, allowing us to capture high intent search traffic while also building awareness and credibility through social placements. Creative testing played a key role. We iterated on messaging angles, visual composition, and calls to action to continuously improve performance. This balance of thoughtful storytelling and performance optimization ensured that the campaign did not just look good. It converted.

The results reinforced what we believe at three pines collective. Specificity outperforms generality. In just three months, the campaign generated 828 web conversion events, including calls, contact form submissions, and appointment bookings. That translated to an overall 6 percent conversion rate from ad clicks, well above industry averages for medical advertising.

Beyond the metrics, the campaign demonstrated something even more meaningful. When creative reflects the community it serves, people respond. The ads conveyed a sense of locality and trust that aligned seamlessly with Infocus Eye Care’s patient first philosophy, proving that thoughtful localized creative does more than elevate a brand. It drives measurable growth.