Industry Guide · 5 of 16 chapters published
Google Ads for Nursing Homes, Built for Rehab Deadlines and Long-Term Decisions.
A rehab family picks a nursing home from a hospital list, often the same day. A long-term family decides over months and wants to know first whether Medicare or Medicaid will pay. Google's health ad rules cover both, and the word "rehab" pulls in drug treatment searches that cost several times more. These sixteen chapters build a Google Ads account in the order that works, using real searches, websites and family reviews from one example market, Pittsburgh. The method works for nursing homes anywhere in the US.
Sixteen Chapters, From the First Admission to a Full Building
Starting from scratch? Begin with Chapter 1. Each chapter builds on the ones before it.
Measure
Count admissions, not just inquiries, and know what each payer is worth
A Rehab Admission Happens in Days. A Long-Term Admission Can Take Months. Your Conversion Window Has to Cover Both.
Nursing Home Families Move From "When Is It Time" to "Near Me" Fast. Your Budget Starts at "Near Me."
A Medicare Rehab Stay and a Medicaid Resident Are Worth Different Amounts. Price Each Click by Its Payer.
Build
Win the searches families make, and keep drug rehab out of the account
Short-Term Rehab and Long-Term Care Belong in Separate Ad Groups. One Page for Both Weakens Your Ad Relevance.
Keyword Planner Mixes Nursing Home Rehab With Drug Rehab. The Drug Rehab Clicks Cost Several Times More.
Exact Match, Then the Long Tail
The Top of the Page for Less
Headlines That Answer the Call Bell
Launch
Settings that stay inside Google's health and housing rules from day one
Targeting as if It's Housing
Scale
More reach once the account knows what an admission looks like
Performance Max Without Remarketing
Demand Gen and the Video Walk-Through
Reviews and the Map Pack
AI Max on the Right Pages
Nursing Homes
The hospital list, Medicare and Medicaid, and the staff who keep beds open
Winning the Hospital List
Medicare, Medicaid and What Ads Can Promise
Hiring CNAs to Keep Beds Open
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 an admission, plus your facility's name.
Exploration
Broad match with a target CPA, once qualified inquiries and admissions reach about 30 a month. Bigger budgets get there sooner.
Performance Max
Once the account holds that volume with both campaigns running, with job pages kept out and no resident lists under Google's health rules.
Demand Gen and AI Max
Video walk-throughs for families still comparing, and Google's newest automation kept on the right pages.
How to Use This Guide
Brand-new account?
Read in order. Tracking and the admission math come before the first keyword.
Chapter 01 →Ads already running?
Check tracking and keywords first. Job applicant calls counted as leads and drug rehab searches in the keyword list are two leaks to look for.
Chapter 05 →One example market
Examples come from Pittsburgh-area nursing homes, described as we found them. Run the same steps in your own market.
Chapter 05 →Rather Have Us Build It
For Your Nursing Home?
This is the order we build nursing home accounts in. See our Google Ads management.
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