Home health care paid ads, run as a second thread beside the search work
Paid ads, the sponsored results on Google, Bing and Meta, show a home health care or in-home care agency to a searcher while the budget lasts. We build the campaigns, aim them at your own towns and service lines, and tally every ring and form note back to the campaign behind it.
In the owner's own name sits the ad account; the owner's card pays for the clicks the platform counts, and what we bill each month is management alone.
The second needle
Where paid ads sit in the cloth, and where they do not
Search pages take time to grow. A campaign can begin sooner, and it can open on the very landing page the Maps listing already points to, which is why we like to build the two together. Paid ads are no patch over weak pages: an ad that opens on a page naming the wrong town hands the visitor a loose end, whatever the budget.
Each campaign is cut to the territory the owner names. Ad groups follow the service lines on the owner's list, and a long negative keyword list turns the ads away from searches by job hunters, by people looking for courses, by people naming other agencies and by people asking about prices or coverage. A monthly look through the search terms report finds phrases that set an ad off by mistake, and those join the list.
Google, Bing and Meta each hold ads for care-related services to limits of their own. We read up on them while an ad is drafted, you read them as well, and no draft goes live until you have marked it passed. A platform can still refuse an ad, and then it is reworded and sent in again. Our page on counting calls and forms shows what the monthly roundup holds.
Three platforms, three different doorways
- Beside results
Google Ads
Text ads placed alongside the results page when somebody types a phrase like
home health care agency near me
. Our Google Ads page shows how an account is laid out. - Microsoft network
Bing Ads (Microsoft Advertising)
Ads on Microsoft's own search sites, run from an account kept apart from Google's, with a rulebook the owner has to read before launch. The how Bing Ads (Microsoft Advertising) is run has the details.
- Inside feeds
Meta Ads (Facebook and Instagram)
Ads that turn up in feeds instead of beside a typed search, built and aimed in another way. The walkthrough of Meta Ads (Facebook and Instagram) goes through the differences.
From a typed phrase to a matching page
| Phrase a household types | The ad group we build | Page opened by the click |
|---|---|---|
in-home care services | One group for each service line on the owner's list | The page cut for that service line |
home health care agencies | Agency name plus each town, the town spelled into the ad text | The town's own landing page |
in home care near me | A group aimed at the ring of towns around each office | The closest town page on the site |
home health care company | The agency's own company name and its spelling variants | The agency homepage, intake line in view |
in-home care provider | A service-line group worded the way the owner words that line | Whichever service-line page the ad text names |
How a campaign passes from blank cloth to live
Pin the territory
The owner hands over service lines, towns, counties and the phone line, and each is pinned to the page an ad will open.
Sort the keyword thread
Phrases are sorted into groups, one per service line and one per town, and a first negative list is in place before money is spent.
Draft, then hold
Ad text follows the owner's wording and travels to the owner as a proof; it waits until the owner passes it.
Switch on and count
Tracking attaches each ring and form note to its source ad, and a monthly roundup arrives grouped by campaign.
Choices only the owner can make
- Which service lines an ad may name
- Which towns and counties an ad may aim at
- The monthly budget the platform may spend
- The card the platform charges as clicks arrive
- The phone line printed in each ad
- The wording of every ad, passed on its proof
- The owner's own read of each platform's care-related limits
No ad can be promised acceptance, since each platform makes that decision itself.
Three beliefs that fray a campaign
Heard at the sewing tableA bigger budget can paper over a landing page naming the wrong town.
What the cloth showsLanding on a page about some other town wastes the click, so the page gets mended before the daily limit is raised.
Heard at the sewing tablePaid ads make the Maps listing unnecessary.
What the cloth showsAds and the listing draw from different parts of the results page, yet both should carry the same towns and phone line, otherwise a visitor reads two stories.
Heard at the sewing tableOnce switched on, a campaign needs no more looking after.
What the cloth showsThe search terms report keeps showing phrases that triggered an ad, and the negative list is trimmed and extended from it month by month.
Paid ads management, priced by the count of platforms
Carried by every ad plan alike
- We open the ad account under your login, which keeps it yours should we ever go separate ways
- Wording, keyword lists and tracking get built before the first dollar of click spend
- A growing negative keyword list turns away job seekers and unrelated searches
- Every click lands on your card through the platform, and none of that money touches us
- Each ad reaches you for approval first, because the platforms hold care-related ads to their own limits
- A monthly roundup of calls and form notes, sorted by campaign
One ad platform
$895/month
We run whichever single platform you pick: Google Ads, Bing Ads (Microsoft Advertising) or Meta Ads (Facebook and Instagram).
Two ad platforms
$1,595/month
Any two of Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram) run beside each other.
Three ad platforms
$2,295/month
Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram) are all worked in the same month.
Prices are per month. We ask for nothing in advance and hold you to no contract; the platforms charge ad spend separately.
Owners ask about their ad accounts
Can we begin with one platform alone?
Whose login opens the ad account?
Do you keep a client's details out of tracking?
What is the click spend on top of your fee?
Can paid ads and search work run side by side?
Ask the CEO how a first campaign would be cut
Put your towns and service lines into the form, or choose a day and start time so Ross Cohen phones to go over the ad accounts.
Which towns and services come first?
Name the services the agency offers, the towns and counties it covers and the local groups that mention it. Keep clients out of your note: no names, no addresses and no details of anyone's situation.
Let us pull the first stitch together
Tell the CEO which weekday and hour suit you and he phones then, or leave a note in the form whenever you have a minute. Our first move is the same either way: your Maps listing, your website and your ads spread across one table to find the loose thread.
The little house in thread is only a drawing.