America’s Best delivers a fresh look to more customers with a broader upper-funnel strategy

The goal: Reach audiences earlier in their eye-care journey

For many, the decision to schedule an eye exam starts quietly: A child squinting at a whiteboard, a billboard that looks a little blurrier than it used to, or finally giving in to the headache you’ve been brushing off for weeks. America’s Best was built for moments like these, when a single eye exam or a new pair of glasses can make everyday life feel clearer and more comfortable.

To reach more people needing vision care—especially those who hadn’t considered an exam or a new prescription—America’s Best partnered again with Rise, a Quad agency. Their long-running collaboration with Microsoft Advertising already included a successful lower-funnel campaign that raised an important question: What if the brand could connect with audiences even earlier in their journey?

The solution: Shift the focus to a full-funnel approach

Rise shaped the strategy by examining its past successes. In the earlier campaign, Performance Max helped increase eye exam signups and reduce CPA, a strong signal that automated tools could support the brand's goals. That achievement opened the door to testing a broader approach in 2025.

America’s Best expanded into higher-funnel formats across Microsoft Advertising. The "Every Eye Deserves Better" campaign featured bright, high-energy creative with a bold red, white, and blue palette and fresh-faced imagery. That look carried the message into:

• Search ads for early curiosity and exploration
• Static image Native ads within trusted content environments
• Audience ads, paired with Microsoft’s audience targeting tools across in-market, remarketing, and impression-based lists

Microsoft’s automated bidding and real-time creative optimization helped Rise keep delivery adaptive and responsive throughout the campaign, adjusting as performance patterns emerged. Performance Max continued running as an evergreen conversion driver while the broadened upper-funnel mix created new opportunities for people to discover America’s Best.

The results: A broader view helped audiences feel seen

The combined strategy brought strong gains across the customer journey. Performance Max represented 25% of the 2025 budget while contributing nearly one-third of all conversions, giving Rise a reliable foundation for future growth.

The upper-funnel mix delivered a clear increase in reach and interaction. Forty percent of total site traffic came from the expanded placements, impressions nearly doubled, and click-through rates rose as customers engaged with the bold creative across Search, Native, and Audience channels.

These results demonstrate how thoughtful creative and responsive delivery can encourage more people to prioritize their eye health.