PPC for senior care and home care companies
A family deciding by Friday will call three providers and hire whoever answers properly first. In this category the response time is worth more than the bid.
A lead answered an hour late is usually already lost
The discharge window is short and the family is calling several providers in the same afternoon. An inquiry returned within minutes converts at a completely different rate from one returned that evening, which means the most valuable improvement available to most senior care advertisers has nothing to do with the ad account at all. Buying clicks into an intake process that responds in hours is a way of paying to generate business for whoever answers faster.
The waste is heavy in this category because so much of the search is research rather than purchase. People looking for free or state-funded services, comparing pet care to elder care terms, searching for jobs, researching Medicare policy, or looking on behalf of somebody in another state. And the highest-value searches — memory care, live-in care, twenty-four-hour cover — are frequently buried in a single campaign with hourly companion care, which prices them all the same.
- SpeedIntake measured in minutes, because the family is calling three providers
- 1stNegatives first — free, state funded, jobs, hiring, Medicare policy, as patterns
- SplitCompanion, personal, memory and live-in care priced as different products
- ZoneA radius matched to where caregivers can realistically be scheduled
From our audit playbook. Client results on the case studies page.
How we run Google Ads for senior care companies
The intake process treated as part of the account
Response time measured and reported alongside cost per click, because in this category they multiply. We would rather fix a two-hour callback than lower a bid, and in most audits that single change moves the economics more than anything done inside the platform.
Care levels separated properly
Hourly companion care, personal care, memory care and live-in support are different products with different monthly values. Advertising them together sets one bid for all of them and starves the searches worth the most.
Written for the adult child
Ad copy and landing pages addressed to the person searching — usually a daughter, frequently in another state, deciding under time pressure. Pages that address the senior directly convert this reader poorly, and most of the category writes them that way.
Caregiver recruiting as a parallel campaign
Contracts you cannot staff are worse than contracts you did not win. Recruiting campaigns have their own keywords, their own landing page and their own economics, and in a growing agency they frequently deserve a larger share of the budget than client acquisition does.
Ads for the discharge week; pages for the month before it
When a family has to decide by Friday, paid search is the only channel that can appear for a search that did not exist on Monday. The money page, the vocabulary page and the content written for an adult child in another state are the compounding half — they reach families in the quieter phase, before the fall, and keep working without further spend. Run both, fix the callback time first, and judge everything on cost per care plan started.
SEO for senior care, explained the same way Or read the plain SEO vs PPC comparison
Senior care PPC, answered plainly
What is the single biggest improvement we can make?
Answering faster. Families in a discharge window contact several providers and commit quickly, and response time changes conversion more than bidding does. Before increasing a budget, measure how long it currently takes to return a form submission after five in the evening.
Should we advertise memory care and hourly care together?
No. The monthly values differ substantially and so should the bids and the landing pages. Combined campaigns optimize toward the cheaper, more frequent hourly inquiries and gradually stop showing for the highest-value searches.
How do we avoid paying for research traffic?
Exclude free and state-funded searches, Medicare policy research, job seekers and out-of-area queries before launch. This category carries an unusually high share of informational search, and without exclusions a large part of the budget goes to people who will never become clients.
Is it worth advertising for caregivers?
In most growing agencies, yes, and often more than for clients. Caregiver recruiting has its own search behavior and its own conversion path, and an agency that advertises for clients it cannot staff is buying reputational damage at a premium.
How should we measure results?
Care plans started and their first-month value, by campaign. Inquiry counts are misleading here because the range between a four-hour weekly visit and live-in care is enormous, and an account optimized for volume will find the smallest of them.
Find out what a started care plan costs you
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