Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM for Eldercare
Google Ads for Eldercare Operators in Singapore
Search advertising for eldercare operators who want family enquiries in weeks, not months. Campaigns are scoped to your services and estates, with controls that keep job seekers and out-of-catchment clicks off your budget.
We build campaigns around the care type a family is searching for and count genuine enquiries rather than clicks. Advertising compliance stays with you.
Why paid search suits family care enquiries
Context from how your customers search, compare and book.
Paid search reaches families who are actively looking. Someone searching for dementia day care in Bishan is at a different point from someone reading about caregiver stress. Campaigns should separate these intents and bid only on searches that can lead to a visit or a place.
Keyword control matters more than budget. Broad terms such as elderly care attract job seekers, students, agencies and people far outside your catchment. We use exact and phrase match, review search terms every week and add negatives until spend follows genuine family demand.
Landing pages should match the search. A family typing home nursing in Tampines wants a page about home nursing in Tampines, with a phone number, a WhatsApp button and what happens next. A general homepage wastes the click and makes good campaigns look weaker than they are.
Measurement needs care. A WhatsApp message from a job seeker is not a lead. We track calls of a meaningful length, WhatsApp clicks and forms, and ask staff to flag which enquiries were genuine, so reports show cost per real family enquiry and, where possible, per place taken up.
Who paid search reaches for eldercare
groups Customer segments
- person Adult children looking for a named care type near home or work
- person Families planning care after a hospital stay or a change in health
- person Spouses and older caregivers seeking respite or day support
- person Families comparing centres and asking about visits or trial days
psychology What drives their decision
- check_circle A landing page that matches the service and estate searched
- check_circle Clear hours, availability and a simple way to reach a person
- check_circle Plain information about what the service includes
- check_circle A prompt, kind reply from the team
How we deliver SEM
A clear, repeatable process built around how eldercare customers search and decide.
1
Tracking and account setup
We set up tracking for calls, WhatsApp clicks and forms, agree what counts as a genuine enquiry, and connect visit and place outcomes back to campaigns. Without this, spend cannot be judged against real results.
2
Campaign structure
Campaigns are split by care type, estate cluster and intent, such as day care, home nursing and respite. Each gets its own keywords, budget and landing page instead of sharing one generic pool.
3
Keyword and negative control
We start with exact and phrase match on terms you can serve. A negative list removes job seekers, students, agencies and out-of-catchment queries, and grows as weekly search term reports come in.
4
Landing pages and schedules
Each campaign points to a specific page with phone, WhatsApp and a short form. Ad schedules follow staffed hours, so messages are answered while the family is still deciding.
5
Review and refine
Each week we read search terms, pause waste and move budget to what produces genuine enquiries. Monthly reports show cost per enquiry and per place in SGD, with GST shown separately where needed.
query_stats
What Eldercare SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers in Singapore
- check_circle Google Ads account build or audit, with the account in your name
- check_circle Tracking for calls, WhatsApp, forms and enquiry outcomes
- check_circle Weekly search term review and negative keyword maintenance
- check_circle Monthly report covering spend, enquiries and places
- check_circle Advice on landing pages and reply times
What you can expect
- verified Enquiries from families searching for the exact services you run
- verified Less budget spent on job seekers and out-of-catchment searches
- verified Ad spend visible against genuine enquiries rather than clicks
- verified Campaigns that follow your staffed hours and available places
- verified Landing pages matched to each care type and estate
- verified A clear picture of which searches lead to visits and places
Deliverables you receive
inventory_2 Campaign structure by care type, estate cluster and intent, with budgets you approve
inventory_2 Exact and phrase match keyword sets with a maintained negative keyword list
inventory_2 Responsive search ads written in plain eldercare language and reviewed with you
inventory_2 WhatsApp, call and form tracking with enquiry outcome feedback into the account
inventory_2 Landing page recommendations or builds for each campaign
inventory_2 Weekly search term review and monthly reporting
Technical approach
The mechanics behind SEM for eldercare, explained plainly.
Negative keyword architecture
Shared negative lists cover job, salary, course and agency terms, plus places you do not serve. Campaign-level negatives stop day care and home care campaigns from competing on the same query.
WhatsApp and call measurement
Click-to-chat events and call tracking numbers record source, campaign and duration. Health details are not fed into ad platforms, and optimisation relies on enquiry-level signals only.
Hours-based scheduling
Bids and ad schedules follow when your team can reply on WhatsApp and answer the phone. Out-of-hours messages get an automatic acknowledgement that states when a person will respond.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to enquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from eldercare Google Ads
Paid search can produce enquiries faster than SEO, but the first weeks are for learning what families in your area really search.
Days 1 to 14
Tracking, structure and ads are built and reviewed. Campaigns start at conservative budgets with tight match types so we can see which searches are real.
Days 15 to 60
Search term data shapes negatives and landing pages. We compare enquiry quality by campaign and move budget toward services where you have places or capacity.
Month 3 onward
With enough data, we refine bidding, test new ad angles and extend to further estates only where staff can support them.
Other Eldercare marketing services
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
Are there rules on advertising eldercare services? expand_more
Platforms apply policies to health-related ads, and the operator is responsible for meeting its regulator's rules on advertising and claims. We write within platform policy and ask you to approve all wording before launch.
How do you stop job seekers clicking? expand_more
We use exact and phrase match, negatives such as jobs, salary and vacancy, and copy that speaks to families. We review search terms weekly and remove anything drifting toward recruitment.
What do you track? expand_more
Phone calls above a set length, WhatsApp click-to-chat taps and form submissions, plus outcomes your staff feed back. That lets us report cost per genuine enquiry, not cost per click.
Should we bid on competitor centre names? expand_more
Only if you ask and platform rules allow it. We usually recommend focusing on service and estate searches, where intent is clearer and families are less likely to be confused.
Can you advertise a specific vacancy or new centre? expand_more
Yes. A dedicated campaign and page for a new centre or open places lets us reach the right estates and pause when places are filled.
What budget do we need? expand_more
That depends on services, estates and competition. We suggest starting at a level that gives enough data to judge, then increasing only when your team can handle more enquiries.
Who owns the ad account? expand_more
You do. The account, billing and data are in your name, and we work as managers within it.
How fast can campaigns launch? expand_more
Once tracking, wording and landing pages are agreed, campaigns can be live within days. Optimisation continues after launch as real search terms come in.
Ready to get more from Eldercare SEM?
Get a free audit and we will show you where you are losing enquiries today.
Get a Free Audit arrow_forward