Lead Calls: 9 (entire month)
Cost per Lead (CPL): $57.05
Calls were inconsistent and too expensive to scale.
The root causes included broad keywords, weak ad copy, poor landing page design, and lack of precise targeting — leading to wasted spend and poor ROI.
I conducted a complete audit and rebuilt the campaigns from the ground up with a conversion-focused approach:
Targeted Keyword Strategy
– Focused only on high-intent, local keywords such as home care assistance, senior caregiving, respite care, Medicaid-approved home care.
– Eliminated irrelevant searches that were draining budget.
High-Converting Ad Copy & Extensions –
– Crafted compelling ad messages highlighting trust, care, and urgency.
– Added call extensions, sitelinks, and structured snippets to boost engagement.
Precise Location & Audience Targeting –
– Focused budget on the most relevant local audiences.
– Used geographic and demographic filters to reduce wasted clicks.
Conversion Tracking & Smart Bidding
– Implemented call tracking and measurable conversions.
– Adjusted bids daily to maximize ROI.
Landing Page & Call Optimization –
– Redesigned landing pages with clear, persuasive CTAs.
– Optimized page flow for mobile-first users, ensuring easier call conversions.
Lead Calls Increased: 9 → 56 (6X growth)
CPL Reduced: $57.05 → $14.75 (74% cost reduction)
The business went from wasting ad spend to building a scalable, predictable lead generation system. They now receive a steady stream of qualified inquiries at a fraction of their previous cost, enabling long-term growth and reducing dependence on referrals alone.
This case study proves that with the right Google Ads optimization, home care businesses can lower costs, increase lead volume, and achieve sustainable growth — even in a highly competitive market.
This case study proves that with the right Google Ads strategy, even struggling service businesses can achieve:
– Lower ad costs
– Higher call volumes
– A predictable and scalable system for growth
By combining data-driven optimization with industry-specific targeting, I turned a failing ad account into a reliable client acquisition machine.