PPC Case Study
Senior Home Care Services
227% decrease in Cost Per Conversion for Senior Home Care
$218
Average cost per lead for Senior Home Care
$104
Cost per conversion during our best month
3.24%
Average conversion rate
Brief
This is a home care agency in Dayton, Ohio. Prior to our involvement with the account, the business spent over $12,000 in one year and only received 23 conversions. During our audit of their Google Ads account, we found simple but impactful ways to adjust their setup to significantly improve the conversion rate and cost per lead.
The account had a search campaign that:
- Ran only one ad using phrase and exact match keywords, which targeted varying levels of user intent.
- Included only 3 pinned headlines, resulting in a “Poor” ad strength and limiting performance.
These inefficiencies provided an immediate opportunity for improvement.
Results
When we took over this home care agency’s Google Ads account, we created a search campaign with 4 ad groups, each focused on similar intent phrase match keywords. Additionally, we split-tested a Smart Campaign, which we paused after about a month due to bringing in less qualified leads compared to the search campaign.
The campaign’s setup improvements included:
- Splitting the single ad group into multiple groups based on search intent.
- Establishing reliable conversion tracking using CallRail, allowing us to track and vet calls—the primary source of conversions.
Key Results:
- In the first month, we reduced the cost per lead by $137.
- By the third month, the cost per lead was reduced by $637 compared to the previous three months before we started.
- The second month achieved the lowest cost per conversion, averaging $104.
Since our involvement, this home care agency has maintained an average cost per lead of $218, with the best month achieving a cost per lead of ~$104.
2024 Update
As of December 2024, this home care agency’s Google Ads account continues to deliver outstanding results. The account now averages a cost per lead of less than $100, showcasing sustained improvement over time.
Highlights from 2024:
- December 2024 (so far): Achieving a $60 cost per lead, significantly below the average.
- Best month in 2024: Reached a $29 cost per lead, setting a new benchmark for efficiency.
These results demonstrate the long-term impact of strategic campaign structuring, precise targeting, and reliable conversion tracking.
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