Google Ads for care groups: enquiries, not clicks
Paid search puts your homes in front of families the moment they search. Managed well it is one of the quickest ways to fill specific rooms. Managed badly it is an expensive way to buy traffic.
What we usually find
Care providers often run campaigns set up years ago, targeting broad terms, sending clicks to a generic homepage and measuring nothing beyond spend. Nobody can say what an enquiry costs.
What changes
Campaigns built per home and per care type, landing pages that match the search, budgets that flex with occupancy needs, and reporting that shows enquiries and cost per enquiry.
What the work involves
Paid-search planning
Keyword research, match types, locations and negative terms based on how families search for care.
Campaign management
Ongoing bidding, testing and optimisation, with campaigns switched up or down as rooms become available.
Landing-page alignment
Dedicated pages for each campaign so the promise in the advert is kept on the page.
Budget handling
Media spend paid directly to Google from your own account. Our fee is separate and stated clearly.
Enquiry measurement
Call tracking, form tracking and CRM matching so we count enquiries, not clicks.
Reporting
Monthly by home: spend, enquiries, cost per enquiry and what we are changing next.
Why this matters in care
Paid search suits care because demand is immediate and local. A hospital discharge team or a family in crisis will search and call the same day. Ads give you control over which homes and which care types you promote this month.
How it fits
Google Ads is normally run within the partnership alongside SEO and enquiry management, so that the enquiries it generates are followed up well. It can also run as a standalone service where the enquiry process is already strong.
Sally is a very knowledgeable and experienced marketer with hands on experience in the care sector and it shows.
Sally is refreshingly direct and straight talking for a marketing person. At the same time, she's easy to work with and fully engaged with the trials and tribulations of the board.
Questions about google ads
How do fees work?
What budget do we need?
Who owns the account?
One practical idea, every week
Written for owners, directors and marketers in care. Each edition gives you one thing to do that week, one example of it working and one question to ask your team. No spam. We're too busy filling empty beds.
Let's talk about Google Ads
Tell us about your homes and what you have tried. We will say plainly whether this service is the right place to start, or whether something else would move occupancy faster.