Case Studies / Best Care
Local Healthcare · Home Care ServicesThe Phone Kept Ringing. We Changed Who Was Calling.
Best Care was generating poor performance on Google: most of their calls came from people looking for a job, not customers. They needed a fast turnaround or they would have paused Google Ads entirely. We more than doubled real leads while cutting job inquiries by 58%.
Home Care Across South Florida Since 1980
Best Care was founded in 1980 to refer the highest quality home health caregivers providing comprehensive care to seniors in their own homes. It is a private, state-licensed home care company with locations in Miami, Broward, and Palm Beach.
By referring a caregiver who helps a senior maintain the daily routine they had before needing assistance, the client keeps their dignity and avoids feelings of dependence. That mission is what the advertising had to reach families with.
Poor Performance, and the Wrong Audience Entirely
Best Care hired us because most of their calls were coming from users looking for a job rather than potential customers. They needed a quick change in performance or they would have been obliged to pause any Google Ads effort. Our initial analysis found four clear problems.
- Broad match everywhere. Search campaigns with broad match keywords were attracting a lot of irrelevant queries, including job seekers.
- No negatives, no review. There were not enough negative keywords and the search terms report had not been looked at in a long time.
- Outdated ads. All ads needed updating to the extended format, and there was very little testing at the ad level.
- Stale bids. Bids were set to manual CPC and had not been optimized in months, creating significant budget inefficiency.
Fix the Intent, Keep the History
After identifying the reasons for the poor performance and setting clear goals with the client, we chose to optimize the existing account rather than restructure it, so we could keep the value of its historical data while removing every inefficiency.
Build a Robust Negative Keyword List
Our first move was removing all the terms attracting the wrong crowd and job seekers. We then started a bi-weekly analysis of the search terms report to catch new negatives as soon as more search terms appeared in the account.
Modern Ads and Hyperlocal Landing Pages
We updated every ad to include three headlines and two description lines, optimized their Google My Business listings for each location, and created location pages on the website to use as landing pages, creating a hyperlocal feeling for users searching nearby.
A Local Video Campaign to Lift Conversion Rate
Our thinking was that familiarity with the Best Care brand would raise conversion rates. We launched a local YouTube campaign with a 30-second commercial targeted through keyword-based custom intent audiences, reaching people actively researching elderly care.
A Reporting System That Caught Bad Traffic Daily
Lead quality had to improve in a short time frame, and the video campaign needed a targeting method precise enough to justify a small test budget. Neither problem had an off-the-shelf answer.
- We built a reporting system that filtered every search term with a low click-through rate or containing words we considered dangerous, letting us run one large optimization and then intervene daily instead of monthly.
- We switched from manual CPC to CPA bidding focused on real leads only. Google’s algorithm gradually improved conversion quality and shifted delivery toward more qualified conversions.
- We used keyword-based custom intent audiences for video, targeting people by what they were actively researching so budget was not wasted on uninterested viewers. A 40.13% view rate confirmed the targeting was right.
- We deliberately did not restructure the account, preserving the historical data that made the existing campaigns valuable.
From June 2018 Forward
The account grew into a large one, and the two lines that mattered most moved in opposite directions exactly as intended: job inquiries fell away at the end of 2018 while real leads climbed month over month, on a budget that was not raised anywhere near proportionally.
Before and After
| Metric | Before | After | Change |
|---|---|---|---|
| Real leads | 708 | 1,546 | +118.36% |
| Job requests | 348 | 145 | -58.33% |
| Sessions | 19,494 | 25,989 | +33.32% |
| Users | 15,360 | 19,357 | +26.02% |
| Pageviews | 35,500 | 41,432 | +16.71% |
The YouTube Brand Campaign
Launched in the second half of April on a $250 test budget, held at $250 per month while we gathered enough data to judge its effect on the business.
| Impressions | Views | View Rate | Avg. CPV | Cost |
|---|---|---|---|---|
| 22,344 | 8,966 | 40.13% | $0.03 | $236.65 |
The Business Outcomes
The four agency and rehab facility relationships were the quiet win. They are counted as four conversions, but each one refers clients on an ongoing basis, sending more than five customers per month, so the real return sits well above what the admissions number shows.
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