Google advertising for home care
The right click is worth everything. The wrong one is just overheard.
<$20
Cost per qualified client lead — agencies we manage
$3 - $15
Typical CPC for client-intent keywords in home care
Daily
Campaign optimization — not monthly check-ins
Day 1
Negative keywords and exclusions applied at launch
WHY Google Ads Work
Google Ads reaches people who have already made up their mind.
Someone scrolling social media hasn’t decided they need home care yet. Someone who just typed “in-home care for elderly parent” into Google has. They are at the bottom of the funnel, in the moment of decision, actively looking for someone to call.
They are not browsing. They are not passively absorbing content. They have a problem right now and they are looking for a solution right now. That intent is extraordinarily valuable — and it’s also why getting the targeting wrong is so costly.
No other digital channel puts you in front of a buyer at that exact moment of intent. SEO gets you there organically over time. Social builds awareness earlier in the funnel. Google Ads captures demand that already exists, right when it surfaces.
When someone at that stage of the decision lands on your page, the opportunity is real. When a caregiver looking for a job lands on your page instead, that click cost the same amount and produced nothing.
The entire discipline of running Google Ads well in home care is about making sure the people who are ready to buy are the ones finding you — and everyone else is filtered out before the click ever happens.
What a dedicated landing page does differently
- Single objective — get the right family to take the next step
- Built specifically for the service line or location being targeted
- No navigation, no distractions, no competing calls to action
- Tested and refined continuously against real conversion data
- Layout, copy, form length, and CTAs all evaluated and adjusted
vs. sending traffic to your homepage
- Homepage serves multiple audiences and multiple purposes
- Visitors have too many places to go and no clear next step
- When a family sees your paid ad then finds you organically, that repetition builds trust
- Conversion rate is consistently lower — same spend, fewer calls
- Your homepage isn't wasted, we use SEO to drive organic traffic there separately
Dedicated Landing Pages
Every campaign is paired with a dedicated landing page built to convert.
One of the most common reasons Google Ads underperform is that traffic gets sent to a general website page that wasn’t built to convert. We don’t do that.
Every campaign we run is paired with a dedicated landing page, built specifically for the service line or location being targeted, with a single clear objective: get the right family to take the next step.
These pages are tested, refined, and optimized continuously. A well-managed ad driving traffic to a well-built landing page is a fundamentally different investment than the same ad pointing to a homepage.
Our Management Framework
Actively managed every day by real people.
Not a set-it-and-forget-it system. Not a monthly report that tells you what already happened. Here's what that actually looks like.
- Daily budgets checked against monthly goals
- CPA, conversions, and cost per lead reviewed against historical data
- Search term review — irrelevant queries added as negatives immediately
- Job seeker and caregiver-intent terms identified and blocked on an ongoing basis
- All active ads checked for disapprovals or limitations
- Conversion tags tested to confirm accurate tracking
- Deep-dive search term review — all queries from the past 30 days
- Spend shifted away from underperforming campaigns
- Audience and demographic adjustments — bid adjustments by age, gender, income
- Performance Max placement review — ads checked for low-quality placements
- Customer list updates — CRM data refreshed for retargeting and exclusions
- New responsive search ad variations tested — home care behavior shifts seasonally
- Landing pages reviewed against conversion data — form, copy, layout, CTAs
- Sitelinks, callouts, and image assets updated to reflect current priorities
- Keyword expansion — new themes tested with close attention to search intent
Your data belongs to you—not us.
Every Google Ads campaign, custom conversion tag, and keyword strategy we configure is entirely yours. We manage the optimization, but you retain absolute ownership of the data. Even if we part ways, your campaign history, optimization score, and leads stay exactly where they belong: with your business.
Nothing goes live until the foundation is right.
Before a campaign goes live, the targeting, the negative keyword list, the demographic exclusions, and the landing page are already shaped around what we know about how home care searches actually behave. This is not an afterthought — it is part of the build.
- Conversion tracking Primary conversion tags set up for qualified leads with enhanced conversions enabled. Nothing goes live until tracking is confirmed accurate. If conversions aren't tracking correctly, every optimization decision that follows is made on bad data.
- Account structure Campaigns are split by strategy — brand separated from non-brand, organized by service line or location. This allows precise budget control and clean performance visibility across every part of the account.
- Ad group structure Ad groups are kept tightly themed with a focused keyword set and two to three active responsive search ads per group. Loose ad groups produce worse quality scores and worse placements.
- Location targeting Precise service area targets are set and all regions outside the service area are explicitly excluded. In home care, location targeting is also structured to align with where private-pay families are concentrated — not just your general coverage zone.
- Demographic & interest exclusions Before launch, demographic exclusions and interest-based filters are applied to reduce caregiver traffic from the first day the campaign goes live. This is not an afterthought. It is part of the build.
- Ad scheduling Campaigns are scheduled to run during the hours most likely to produce client inquiries, with adjustments made based on historical performance data as the account matures.
- 100+ home care-specific negative keywords applied before day one
- Demographic exclusions targeting away from caregiver age and interest groups
- Dedicated landing page live before a single dollar is spent
- Conversion tracking verified — not assumed
- Service area precisely mapped — no spend outside your coverage zone
- Ad schedule set to client-inquiry hours from the start
Google Ads works in home care. We know because we've done it, in this industry, for years. If your current campaigns are producing caregiver leads, unclear results, or a cost per lead that doesn't justify the spend — the problem is almost always in how the account was built.
Get To the bottom of your campaigns
Let's take a look at what your campaigns are actually doing.
We’ll show you what’s working, what’s not, and what a properly built account looks like. No pressure. Just clarity.
- We'll audit your campaigns
- Find areas for improvement
- Create a custom proposal
- Meet with you for 30-minutes to go over findings
- It's that easy!