Audit case study · Google Ads audit
Zenni Optical: A Google Ads Audit of a 1.6M-Visit Eyewear Brand
Our Google Ads audit of Zenni Optical, a US online eyewear brand, found a brand so strong that about 92% of its paid search traffic comes from people searching its name, and its ads hold a top-three position on 144 of its 174 ad keywords. With 1.6 million organic visits a month already, the growth opportunity is the non-brand shopping searches it can still win.
US search data. Visits and traffic value are estimates (data: Semrush).
The website we audited
Zenni Optical on desktop and mobile
zennioptical.com as visitors see it today. We review every audit on both screen sizes, because most local and e-commerce searches now happen on a phone.
#1"zenni"673K searches/mo
US Google ranking.
The starting point
Zenni Optical search traffic over time
Organic traffic (blue) has climbed steadily for a decade; paid traffic (orange) stays a thin line by comparison.
What the data shows
Zenni Optical rankings, search intent and traffic
Keywords by Google position
Number of keywords by Google position. Coral bars are within reach of the top three.
Search intent
Share of ranking keywords, with estimated monthly visits from each type.
Brand strength in search
Share of organic visits from people searching the brand by name.
Where the paid traffic goes
Share of the total, US search data.
Audit findings
What our Google Ads audit of Zenni Optical found
The ad budget mostly defends the brand name
The top four paid keywords are two versions of the brand's own name. Together they bring about 92% of paid traffic, at roughly $1.05–$1.07 a click. Brand ads are worth running, but they mostly catch people who were already looking for the company.
Competitors buy the searches it doesn't
EyeBuyDirect advertises on about 3,200 keywords, GlassesUSA on 1,800 and Warby Parker on 1,000. This brand advertises on 174, down 42% on the previous period. Shoppers searching for frames, lenses or styles see competitors' ads first.
Ads already lead the auction
144 of its 174 ad keywords show in the top three ad positions and none below position 8. The account wins the auctions it enters, so the opportunity is entering more of them.
Organic is strong but leans on the brand
74% of organic traffic comes from people searching the brand. 43,500 commercial-intent keywords and 16,600 keywords on page two are the non-brand demand still to win.
Paid-search competitors on the same searches
| Competitor | Shared ad keywords | Their ad keywords |
|---|---|---|
| eyebuydirect.com | 69 | 3,200 |
| glassesusa.com | 34 | 1,800 |
| warbyparker.com | 16 | 1,000 |
| zeelool.com | 20 | 188 |
| goggles4u.com | 6 | 179 |
The plan
The 90-day plan for Zenni Optical
Brand campaign on a tight leash
Exact-match brand ads with their own budget, auction-insight checks every week, and a trademark complaint where a competitor uses the name in ad text.
PPC management →Non-brand Shopping and Search
Launch Shopping and Search on high-intent product searches (frame styles, lens types, insurance and FSA terms) with a target return on ad spend per category.
PPC management →Landing pages built to convert
Send each ad group to the matching category page, and test the add-to-cart and checkout steps for paid visitors.
Conversion rate optimization →Page-two keywords into the top ten
Use organic and paid data together: keywords where ads convert well are the first ones to push up organically.
E-commerce SEO →
How we built this audit: our technical SEO and paid-media specialists ran zennioptical.com through GreatInflux's AI-driven audit system, which reads search visibility, rankings, backlinks and competitors at scale. Every finding and every step of the plan was then checked and prioritised by our expert team. Get the same audit for your site.
FAQ
Questions about this Google Ads audit
Should a well-known brand still bid on its own name?
Usually yes, because competitors can show ads on your brand searches and brand clicks are cheap. But brand ads should run as their own campaign with their own budget, so they do not hide how little non-brand demand the account is buying.
How do you audit a competitor's Google Ads?
We run competitors through our AI-driven audit system and Google's Ads Transparency Center to see which keywords they advertise on, how their ad copy reads and how much of the market they cover. Our specialists then compare that with your account's search terms and auction insights.
What does a Google Ads audit include?
Account structure, search terms, brand versus non-brand spend, conversion tracking, bidding, landing pages and competitor coverage. You get a ranked list of fixes with the expected effect on cost per sale.
Your site next
Get the same Google Ads audit for your business
We will pull the same data for your website, show you where you stand against your competitors, and give you a ranked plan of what to fix first.
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