Ceramic Ba0.9Ca0.1Zr0.05M0.10Ti0.85O3 (M = Mn, Fe, or Co) samples with perovskite structure were prepared by ordinary solid-phase technology. Phase formation in the prepared samples was investigated, and their unit cell parameters were determined by X-ray powder diffraction. Magnetic and optical properties of the samples were investigated by magnetic susceptibility measurements and diffuse reflectance spectroscopy. The phase composition, magnetic and optical properties were found to depend on the nature of the doped paramagnetic element.