Families searching for "home care near me" are ready to call someone today. Google Ads captures those families at the exact moment they're looking — if the campaigns are built specifically for home care, not repurposed from a generic healthcare template.
Generalist agencies apply the same campaign structure they use for dental practices and urgent care clinics. Home care search intent is different — it's more emotional, more local, and more time-sensitive. Campaigns built without that understanding burn budget on the wrong clicks.
Bidding on "senior care" or "elder care" captures people searching for nursing homes, assisted living, and memory care facilities. Every irrelevant click costs you money. A home care-specific negative keyword list eliminates this waste before campaigns go live.
Your homepage is not a landing page. It has too many options, too much navigation, and no single focused CTA. Paid traffic sent to a homepage converts at 1–2%. Dedicated city-specific landing pages convert at 6–10%.
Most agencies know their cost per click. Almost none know their cost per assessment or cost per signed client. Without tracking the full funnel from click to contract, you can't know which campaigns are profitable.
Every lever gets pulled — keyword intent, location precision, landing page focus, ad copy psychology, and attribution depth. Here's what we optimise across every account.
Every engagement includes the full stack — from keyword architecture to conversion attribution. No half-measures.
We build the keyword set from actual home care search data. Intent-based categories: urgent care-need searches ("home care for parent after surgery"), planning searches ("cost of home care Phoenix"), and comparison searches ("home care vs assisted living"). Each category gets its own campaign.
One campaign per city or coverage zone. Each targets the specific keywords families in that area search. Budget allocated based on search volume and competition per market — so your dollars go to the highest-value service areas first.
Each campaign sends traffic to a location-specific landing page with one CTA: book an assessment. No navigation to distract. Conversion rates 4–6× higher than homepage traffic — with copy tuned to the search intent that drove the click.
200+ negative keywords block assisted living, nursing home, memory care facility, and job-seeker searches from day one. Updated weekly as new irrelevant search terms emerge. This single lever alone reduces wasted spend by 30–40% in most accounts.
Three ad variants per ad group run simultaneously. At the 30-day mark, we promote the winner and replace the losers. Copy tests focus on the emotional triggers that drive home care decisions: urgency, trust, and proximity.
Every call, form submission, and chat traced back to the exact keyword and ad. You know your cost per lead, cost per assessment, and cost per signed client — by campaign, by location, by keyword. No more guessing which spend is working.
Four phases — from audit to ongoing optimisation. First leads typically arrive inside the first week.
If running ads, we audit first — identifying wasted spend, missing negatives, and structural issues. If starting fresh, we go straight to keyword research and campaign architecture.
Campaigns built in Google Ads. Landing pages created and connected. Conversion tracking installed and verified across calls, forms, and chat. Everything confirmed before a single dollar is spent.
Campaigns go live. First 7 days: monitoring daily for anomalies, invalid clicks, and budget pacing. Initial CPL and conversion rate establish the baseline we'll beat every month.
Weekly bid adjustments, ad copy testing, negative keyword updates, landing page tests. Monthly report covers CPL, conversion rate, lead volume, and ROAS by campaign and location.
Franchise operators and multi-location agencies face a challenge single-location agencies don't: campaigns across multiple markets need to be structured so locations don't compete against each other, and so budget flows to the markets with the highest return — not just the largest footprint.
Prevents locations from bidding against each other and muddying attribution.
Budget weighted by search volume, competition level, and historical CPL per market.
One Looker Studio dashboard showing all locations — with drill-down into any single market.
Separate campaign type targeting "caregiver jobs near me" — never mixed with client acquisition campaigns.
Rank in Google Maps and organic results for home care searches in every service area.
Conversion-focused home care websites built to turn ad traffic into booked assessments.
Automated follow-up sequences that nurture leads from first click to signed care agreement.
Still have questions about Google Ads for your home care agency?
Talk to us20 minutes. No pitch deck. We'll audit your current marketing, share what's working for similar agencies in your market, and tell you honestly if we're a fit.