Industry Guide · 0 of 15 chapters published
Google Ads for Home Health Agencies and Home Care, Private Pay to Medicare.
A home care agency hears from an adult child after a parent's fall, a patient coming home from surgery and a caregiver looking for work, often on the same phone line. These fifteen chapters build a Google Ads account for private pay, Medicaid and Medicare clients in the order that works, using real searches, websites and family reviews from one example market, Chicago. The method works for agencies anywhere in the US.
Fifteen Chapters, From the First Call to Every Payer
New to Google Ads? Start at Chapter 1. Each chapter builds on the one before it.
Measure
Count family leads, not job applicants, and know what a client is worth
Tracking Family Leads, Not Job Applicants
Where the Family Is in the Search
What a Client Is Worth, by Payer
Build
Win the searches families make, then the long tail
Quality Score and Service Pages
Keywords: Two Businesses in One Planner
Exact Match First, Then Families' Own Words
Target CPA by Payer
Ad Copy From Family Reviews
Launch
Settings that reach families, including the ones in another state
Location Settings for Out-of-State Families
Scale
More reach, once the account knows what a real client looks like
Performance Max Without the Job Seekers
Demand Gen Before the Crisis
Maps, Location Assets and Reviews
AI Max With Guardrails
Home Care
Recruiting caregivers, and one account for every payer
Caregiver Recruitment Ads
One Agency, Three Payers
The Rollout, Month by Month
The order matters as much as the campaigns. Each step waits until the one before it has taught Google something.
Isolation and brand
Exact match on the searches most likely to become a client, plus your agency name.
Exploration
Broad match with a target CPA, once client leads reach about 30 a month.
Caregiver recruiting
Its own campaign and its own conversions, under Google's rules for job ads.
Performance Max
Only after months of clean data, with careers pages kept out.
Demand Gen and AI Max
Video and images that reach adult children before a crisis, and Google's newest automation, fenced in.
How to Use This Guide
Brand-new account?
Read in order. Tracking and budget come before the first keyword.
Chapter 01 →Ads already running?
Check tracking and settings first. Applicant calls counted as client leads and families in another state left out are two leaks to look for.
Chapter 09 →One example market
Examples come from Chicago-area agencies, described as we found them. Run the same steps in your own market.
Chapter 05 →Rather Have Us Build It
For Your Agency?
This is the order we build accounts in. See our Google Ads management.
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