Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Meta Ads for a eCommerce brand in this space actually involves.
Eyewear splits into fashion frames and prescription. The first behaves like accessories with fast decisions; the second involves a medical step, longer consideration and far higher lifetime value. They need different campaigns and different economics.
What I report on: Cost per acquisition against repeat and prescription lifetime value.
Virtual try-on features can raise biometric compliance questions in some jurisdictions. Prescription claims are policy-sensitive. Fit and face-shape uncertainty drives returns hard.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Meta Ads hub, or see how Google Ads works for Eyewear.
Fit information in the creative, not just on the product page. Face shape, frame width and on-face scale shown before the click filters out the returns you would otherwise pay for twice.
Always. Different consideration lengths, different lifetime values and different compliance considerations. Combined, the cheap fashion conversions swamp the profitable prescription ones.
They are usually the strongest first-purchase mechanism in this category, because they remove the objection that actually stops people buying glasses online.
Two to four weeks to stabilise once tracking is right, six to eight before scaling decisions are trustworthy. Anyone promising faster is guessing with your money.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
Book a free strategy call →Meta creates demand, Google captures it. Running one without the other usually means paying twice for the same customer — once to introduce them, once to close them.
How Meta and Google work together for eyewear, what each is responsible for, and how the budget gets split between them.
The same market from the other side of the funnel — different intent, different costs, different job to do.
Not sure which channel is letting you down? A written review tells you where the money is actually going before you commit to anything.