A home care agency does not have one growth problem, it has two: finding families and finding caregivers. They compete for the same budget, they need completely different campaigns, and the one that is actually constraining the business is usually the one nobody is advertising for.
The economics here are unusually favourable, which makes the mistakes unusually expensive.
A home care relationship runs for months. Valued at one week of service, the competitive searches look unaffordable; valued across the relationship, they are cheap. The click price never changed, only the maths.
Recruitment is a different market with different searches and a different cost per outcome. Run from the same campaigns, it either starves or quietly eats the client budget.
The person searching is usually an adult child in another city, often days after a fall or a diagnosis. Service lists do not reassure that person. Availability, response speed and a name on the other end of the phone do.
Private pay, long-term care insurance and Medicaid carry very different economics. If the outcome never comes back to the platform, it keeps buying whichever converts most easily.
Two funnels, built and measured separately, because they are two different businesses.
Targets derived from what a client is worth across the relationship, with offline conversion import so the platform optimises toward assessments that became ongoing care.
Separate campaigns, budget and creative for hiring, measured on cost per hired caregiver rather than mixed into a single lead number.
Ad copy and pages built for the person who is actually searching: reassurance, availability, and one clear way to speak to a human today.
Which search produced the call, and whether it became an assessment and then ongoing care.
Campaigns and bids that reflect the payer mix you actually want, once the outcome data makes that visible.
Pages built for a family in a hurry, with service area, availability and credentials answered above the fold. Fixed scope, tied to the campaigns.
If recruitment is your real constraint right now, say so at the start. It changes which half of this gets built first, and it is the more common answer than agencies expect.
I would rather describe a real engagement honestly than invent a case study with invented numbers. The healthcare work below is an ongoing senior role, so I can speak to scope, scale and approach, but not to a client logo or exact percentages.
Ongoing role as Senior Paid Media Manager, leading strategy and a growing paid media team across multiple service lines, in an industry where every claim in an ad is subject to medical advertising rules and clinical review.
Different industry, included because the numbers are public and verifiable. Roughly $20K per month in Google Ads spend, in a market with $45 to $80 CPCs.
I go through the account, the tracking and the patient journey and tell you what is actually broken. You get the findings whether or not we work together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy, audiences and landing pages built around how patients actually search, and around what your compliance rules allow.
Weekly optimisation against booked appointments rather than form fills, with a monthly written read on what moved and what is next.
Long-form writing on this topic from the blog.
Far more than the first week, which is the number most accounts optimise against. Home care relationships often run for months and sometimes years, billed by the hour or the shift. Bid against the first booking and most competitive searches look unaffordable. Bid against the relationship and the same searches are comfortably profitable.
Then that is the campaign that matters, and it is a completely different one. Caregiver recruitment is a jobs-market problem with its own searches, its own creative and its own cost per hire. Running it out of the same account and the same budget as client acquisition is why both usually underperform.
Usually an adult child, often in another city, often at a moment of crisis after a fall or a diagnosis. That changes everything about the copy and the landing page: the reassurance, the speed of response and the ability to talk to a person today matter more than the service list.
Substantially, because the economics are different and so is the search language. If your business depends on a particular payer mix, the account has to know which enquiries carry which, and that only happens if the outcome is fed back to it.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
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