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Most home care agencies waste 40–70% of their Google Ads budget on broken match types, untracked conversions, and irrelevant keywords. We run profitable PPC: tight match types, dedicated landing pages, full call tracking. $35–$70 per booked consultation typical.
When we audit a new client's existing Google Ads account, we typically find 40–70% of the spend going to broken match types, untracked conversions, irrelevant search terms (you're paying for "free home care" clicks?), or wrong-geography clicks.
Worse, the conversion tracking is usually fictitious — counting form views instead of submissions, counting every phone tap regardless of duration, double-counting cross-device conversions. The "great results" the previous agency reported were largely manufactured.
We run home care PPC the way a CFO would: tight match types, dedicated landing pages, real call tracking, real conversion attribution, weekly negative-keyword pruning. The result is profitable paid acquisition — not just busy paid acquisition.
No bolt-on fees. No "premium" tiers that withhold basic functionality. Everything below is in every plan.
Campaign structure by service line and geography. Ad groups tightly themed. Match types disciplined. Negative keyword libraries pre-loaded.
CallRail dynamic number insertion. Call recording for quality. Duration-based conversion tracking. We see which keywords drive real conversations.
One landing page per ad group. Message-match to ad. Single CTA. Trust signals stacked. 5–8% conversion benchmark.
Responsive Search Ads with 12+ headlines and 4+ descriptions per ad group. Continuous testing. Performance Max where appropriate.
Every week we review the search terms report and prune wasted spend. The single highest-ROI optimization most agencies skip.
Monthly report on real metrics: cost per booked consultation, not "leads." ROAS calculated on actual revenue, not estimates.
Same six service pillars in every plan. Just more volume and senior strategy time at higher tiers.
The Home Care Directory is a visibility lift you can't buy — included free with every retainer. Families and discharge planners searching for trusted home care providers find you on a domain that already ranks for 2,400+ keywords.
See how the directory works →Cost per raw lead varies wildly ($25–$150) and is almost useless as a metric. Cost per booked consultation is the meaningful number. For most home care markets, $35–$90 per booked consultation is achievable with disciplined campaign management.
For meaningful market coverage in a typical metro, budget $3,000–$8,000/month for media spend (separate from management fee). Smaller test budgets ($1,500–$2,500/month) work for single-territory agencies in less competitive markets.
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