Is your Google Ads spend actually profitable?

What the calculator computes

From your monthly ad spend, cost per click, inquiry rate, booking rate, close rate, care hours, bill rate, client retention and margin, it works out clicks, inquiries, new clients, cost per inquiry, cost per booked assessment, cost to win a client, lifetime revenue and gross profit per client, ROI, how many months of care it takes to pay back the ad cost, and the highest cost per click you can pay and still break even.

Where to get your numbers

Cost per click and click-to-inquiry rate come from Google Ads, but only if call and form conversions are tracked properly. Booking and close rates come from your intake or CRM records. Hours, bill rate and retention come from your scheduling and billing data. If you do not track a number, use your best honest estimate and test a few different values to see how sensitive the result is.

How to read the result

ROI here is measured on gross profit, not revenue, because caregiver pay is the biggest cost in home care. A positive ROI on paper still needs cash to cover the months before clients pay back, so look at the payback figure as well. The numbers prefilled in the calculator are placeholders to show how it works, not industry benchmarks.