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 Care Homes
Google Ads for Care Homes in the UK
Paid search puts your home in front of a family at the moment they are looking, but many care searches are not families at all. We build Google Ads around the right care types and towns, and keep job seekers out.
Each campaign is organised around a type of care and a catchment, with pages that lead to a visit. Your team decides budget and claims, and owns compliance.
Paid search when the decision is a big one
Context from how your customers search, compare and book.
Someone clicking an advert for a care home is usually not browsing. They may be a daughter reading on her lunch break, or a husband who has just been told his wife cannot safely stay at home. The advert has to be clear, kind and accurate, and the page behind it has to make the next step obvious.
The main risk in paid care search is wasted clicks. Words such as care, carer and care home also attract people looking for jobs, training, salary details and agency shifts. Without careful control these searches consume budget and clutter your forms with applications that your intake team then has to sort through.
Match types and negative keyword lists are the main defence. We start with tightly matched terms for each care type and town, review the search terms report often, and add exclusions for jobs, courses, free advice and places you do not serve. Broad targeting is used only when data shows it earns its place.
Advertising for care sits within Google's own policies and the rules your regulator sets on how services are described. We write from facts you confirm, avoid claims about outcomes for residents, and flag anything to check. Your registered manager remains responsible for compliance with the advertising rules that apply to the home.
Who these campaigns are for
groups Customer segments
- person Homes with current vacancies in a specific care type
- person New homes or new wings that need to reach families quickly
- person Home-care providers extending into a new town or postcode area
- person Groups that want to fill one home without advertising all of them
psychology What drives their decision
- check_circle Paid search reaches families who are searching right now for a placement
- check_circle Spend can be paused or redirected when occupancy changes
- check_circle Every call and form can be tied to the phrase that produced it
- check_circle It complements local search while organic pages are still building
How we deliver SEM
A clear, repeatable process built around how care homes customers search and decide.
1
Structure by care type and town
We split campaigns so nursing, residential, dementia and respite each have their own adverts and budgets, and each targets the towns families actually come from. This keeps messages relevant and makes reporting readable.
2
Keywords, match types and exclusions
We begin with exact and phrase matches on the searches that signal a family, and build negative lists covering jobs, training, salaries, agency work, free advice and out-of-area places. The search terms report guides weekly tightening.
3
Landing pages per service
Each campaign leads to a page written for that care type, with the answers families need, a clear phone number and a simple form to arrange a visit or assessment. Generic home pages are avoided for paid traffic.
4
Scheduling around intake hours
Adverts and call extensions run when someone can answer, with a callback form outside those hours. A missed call from a worried relative is costly, so we align the schedule with how your team actually handles enquiries.
5
Conversion tracking that counts real enquiries
We track calls above a sensible length, form submissions and booked visits, and exclude obvious spam and recruitment contacts. Where you can share admissions, we tie campaigns back to occupied rooms, not just leads.
query_stats
What Care Homes SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers in the UK
- check_circle Account build and campaign structure by care type
- check_circle Advert writing and regular testing
- check_circle Negative keyword management and weekly search term review
- check_circle Landing page recommendations and tracking set-up
- check_circle Monthly reporting and a review call
What you can expect
- verified Adverts that reach families searching for a specific type of care in your area
- verified Far fewer clicks from job seekers and course-takers
- verified Landing pages that lead to a visit or assessment rather than a general home page
- verified Call and form data that shows which searches produce real conversations
- verified Budget that can be moved toward the care types and towns that respond
- verified Reports that separate qualified enquiries from noise
Deliverables you receive
inventory_2 Campaigns organised by care type and by the towns in your catchment
inventory_2 Advert text written from your confirmed services, in calm and plain language
inventory_2 Negative keyword lists that exclude job seekers, students and out-of-area searches
inventory_2 Landing pages written for each type of care, with a clear route to a visit
inventory_2 Call tracking, form tracking and a callback option outside intake hours
inventory_2 A monthly report on qualified enquiries, visits and spend in pounds
Technical approach
The mechanics behind SEM for care homes, explained plainly.
Search term hygiene
Each week we read the searches that triggered your adverts and remove anything unrelated to families. Job, course and salary phrases are excluded first. This steady pruning is what keeps a care campaign from drifting toward the wrong audience.
Call and form measurement
Call tracking records duration and source, and form events record the campaign and keyword. We set a threshold for what counts as a qualified enquiry, so reports show real conversations, not accidental taps or wrong numbers.
Budget and bid control
Budgets are set against the rooms you want to fill and adjusted as vacancies change. Bidding is reviewed against qualified enquiries, not clicks, so money follows the searches and towns that produce visits and assessments.
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 the first months look like
Paid search can start producing enquiries quickly, but a care campaign needs a period of learning and pruning before its data can be trusted.
Days 1 to 14
We build the account, landing pages, tracking and first negative lists, then launch on a modest budget. You review adverts before they go live and confirm the wording.
Weeks 3 to 8
Search terms are reviewed weekly and exclusions grow. We compare care types and towns, pause what draws poor enquiries and move budget toward what brings visits.
Months 3 to 6
Campaigns settle into a rhythm. We test new adverts and pages, refine schedules around your intake and report on cost per qualified enquiry as data builds.
Other Care Homes 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
How quickly can Google Ads bring enquiries? expand_more
Adverts can start showing within days of launch, and enquiries may follow soon after. The first few weeks are for learning what works, so early data is used carefully. Steadier patterns usually emerge over the first couple of months.
How do you stop job seekers clicking our adverts? expand_more
We use tight match types and negative keywords covering jobs, vacancies, salary, training and agency work. We also review actual search terms every week. No system is perfect, but steady pruning removes most irrelevant traffic.
Do you send traffic to our main website? expand_more
Usually to landing pages built for one care type or service, because families searching for dementia care want to see dementia care. These pages can sit within your site and keep your brand and details consistent.
What if nobody answers when families call? expand_more
We schedule adverts and call options around the hours you can answer, and add a callback form for other times. Speed of response matters a great deal in care, so we also discuss how enquiries are handled internally.
Are you responsible for advertising rules? expand_more
The home remains responsible for compliance with its regulator's rules and with advertising standards. We write from facts you supply, avoid claims about outcomes for residents and highlight anything to check before adverts go live.
Can we advertise home care and residential care together? expand_more
We recommend separate campaigns and pages, because the families and their questions differ. It also lets you set separate budgets and see clearly what each service produces.
What counts as a qualified enquiry? expand_more
We agree this with you. It is usually a call of a sensible length about a real placement, or a form asking for a visit or assessment. Recruitment contacts, spam and wrong numbers are excluded from reporting.
Do you set the budget? expand_more
You do, with our advice. We look at the rooms you want to fill, your catchment and the competition, then suggest a starting level and review it monthly. There is no need to commit to a large figure at the beginning.
Ready to get more from Care Homes SEM?
Get a free audit and we will show you where you are losing enquiries today.
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