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An adult child is searching "home care near me" to find support for an aging parent. They need reliable, compassionate care—FAST. They call the first 3-5 results. If you're not in top position, a competitor captures a $3,000–$15,000+ monthly recurring client. We build Google Ads campaigns for senior care providers who understand family urgency and quality care value. Not generic templates—proven strategies built by home care PPC experts.
High-value, high-intent keywords from adult children seeking care for aging parents. Location-based searches ("near me," "in [city]") + care-type searches (companion, respite, in-home) + specialist searches (dementia, Alzheimer's, mobility). All CPCs and CPL data reflect 2026 market rates for premium care services.
| Keyword | Avg. CPC | Cost / Lead | Match | Intent |
|---|---|---|---|---|
| home care near me | $28 | $280 | Exact | High |
| senior care services | $32 | $320 | Exact | High |
| in-home care for elderly | $25 | $250 | Exact | Service |
| companion care near me | $20 | $200 | Exact | Service |
| respite care service | $22 | $220 | Exact | Service |
| live-in caregiver | $35 | $350 | Exact | Premium |
| dementia care near me | $30 | $300 | Exact | Specialty |
| home health aide | $18 | $180 | Exact | Service |
| elder care [city] | $24 | $240 | Phrase | Service |
| 24-hour care for seniors | $38 | $380 | Exact | Premium |
| affordable home care | $15 | $150 | Exact | Price |
| personal care aide near me | $20 | $200 | Exact | Service |
Our proven 11-step framework built specifically for family decision-making urgency. No PMax, no wasted clicks. Search-only campaigns with care-type segmentation, trust-focused landing pages, and compassion emphasis.
Separate keywords into 8 ad groups: General Home Care, Companion Care, Live-in Caregivers, Dementia/Alzheimer's Specialty, Medical Care, Respite Care, 24-hour Care, and Affordable Options. Each group gets need-matched messaging emphasizing compassion and expertise.
Home care ads: "Compassionate caregivers for aging parents. Trained, licensed, background-checked." Dementia ads: "Specialized dementia care. Gentle approach. Free assessment." Premium ads: "24-hour professional care. Your peace of mind." Each ad emphasizes trust, expertise, and family value.
Home care keywords go to general in-home page. Dementia keywords go to specialized dementia care page. Live-in keywords go to premium caregiver page. Respite keywords go to temporary care page. Each page shows caregiver bios, testimonials from families, pricing transparency, and free assessment offer.
We use Target CPA bidding based on your average senior care client lifetime value (typical clients = $3,000–$15,000/month recurring). Google's AI learns which clicks convert to assessments and actual service contracts. We bid aggressively on high-need keywords (dementia, 24-hour care).
Post-hospital discharge season (spring/summer) = 35% of budget. Fall health decline = 25%. Winter emergency care = 20%. Holiday respite care = 10%. Adult children's holiday visit timing = 10%. Budget shifts monthly based on seasonal family care needs and health events.
Live-in caregiver keywords get aggressive position 1 bids. Dementia/specialty keywords bid for position 1–2. General home care keywords bid for position 2–3. 24-hour care keywords bid aggressively (highest value). We adjust bids up 25% during peak decision times (evenings, weekends) when families search.
Every ad group's landing page offers free in-home assessment. You see which keywords drive assessment requests. Assessment-to-service conversion tracked with 15-minute window (families often book immediately after assessment). Phone and contact form tracked separately for attribution.
90%+ of senior care searches are mobile, usually by adult children researching during work. Landing pages load under 1 second. Giant "SCHEDULE ASSESSMENT" button above fold. Click-to-call instantly connects families. Caregiver photos and testimonials prominent to build trust.
We monitor 5–7 local senior care competitors daily. Check their caregiver qualifications, care philosophies, pricing transparency, family testimonials. If competitors emphasize budget, we emphasize quality and compassion. If they focus on variety, we own specialization.
Quality Score impacts CPC directly. We highlight caregiver certifications, family testimonials, and care guarantees in landing pages and ad copy. High ad relevance and expected CTR keep Quality Score at 7+. Higher Quality Score = lower CPCs = more assessments at same budget.
Every day: review yesterday's assessments and service conversions by ad group. Which keywords drove high-value clients? Which produced poor service fits? Which keywords have low conversion rates? Lower bids or pause underperformers. Increase budget on high-LTV keywords. Testing never stops.
We don't follow a template. Every campaign is custom-built with proven strategies that work in senior care—and nowhere else.
We build Search-only campaigns with manual keyword bidding. No Display Network. No YouTube. No Audience Expansion. We bid on the exact senior care keywords that matter, at the exact bid we choose.
Companion care keywords get relationship messaging. Dementia keywords get specialized expertise. Live-in keywords get premium quality focus. Each ad group is separately tracked, managed, and optimized. One account manager oversees each campaign personally.
We bid $18–$38 on premium senior care keywords because those assessments lead to $3,000–$15,000+ monthly recurring clients. We never compete on cheap clicks. We compete on family trust. Our bids are 25–35% higher than competitors—and our client LTV is 5–8× better.
We know which keywords drive assessments, which drive service contracts, which keywords generate highest lifetime client value. Every click is attributed to the exact keyword and care type that generated it. This data drives daily optimization decisions.
90%+ of senior care searches are mobile, usually from adult children researching parents' needs. We optimize for speed (under 1 second), easy assessment booking, caregiver trust signals. No desktop-first designs that fail when families need care NOW.
Every day, we review yesterday's assessments and service bookings. Which keywords converted? Which produced poor service fits? We make 3–5 data-driven changes and report them weekly with impact on cost per assessment and projected LTV.
We charge a management fee of $600–$1,000/month depending on the number of ad groups and assessment tracking complexity. This is in addition to ad spend. Most senior care campaigns run $3,000–$7,000/month in ad spend, so your total investment is $3,600–$8,000. With an average client lifetime value of $12,000–$60,000 (monthly recurring), your ROI is typically 8–15×.
CPL depends on CPC ÷ conversion rate. Senior care CPCs range from $15–$45 depending on the keyword (general care lower, specialty higher). With 8–12% landing page conversion rates, your blended CPL is typically $125–$565, with most clients seeing $150–$350. Cost per client lifetime value is far more important—each client is worth $12,000–$60,000+.
Yes, exclusively. Specialty services command premium pricing and attract highest-value families. Dementia CPCs are $25–$35, 24-hour care $35–$40+. We segment these and bid aggressively because they drive the best long-term client relationships.
Campaign launch: Day 1. Ads go live immediately. Keywords start showing. You'll see 35–80 clicks on day 1 from families urgently searching for care. Expected assessment requests in week 1: 5–12. By week 2: 12–20 requests. By week 3–4: 25–40+ requests per week. Most clients hit 60–100 assessments/month and 15–30 active clients by week 8.
No contracts. Month-to-month. You can pause or stop anytime with 10 days notice. That said, senior care campaigns improve dramatically over time. Weeks 1–4 are setup and initial testing. Months 2–4 are refinement. Months 5–12 are peak ROI and client acquisition efficiency. Most clients stay 6–24+ months because lifetime client value accelerates. But it's your choice.
Perfect—we adjust for that. If you're fully booked for assessments, we lower bids to manage inbound and focus on future capacity. If you serve specific ZIP codes, we target those precisely. If you specialize in certain care types, we focus budget there. Your campaign adapts to your actual service capacity and service area.
Google Ads captures urgent care searches immediately. SEO builds long-term organic authority. Together they fill your assessment pipeline consistently.
Book a free 30-minute Google Ads audit with our team. We'll analyze your current website, run a competitive audit, and show you exactly how many qualified assessment requests you're missing. No pressure. No contracts. Just honest insights.
Schedule Your Free Audit Now →Matched ad credit for new Google Ads accounts through our Premier Partner program.