Matter of Care
Home care services. Google campaigns that bring real requests from families, at a low cost.
Context
Matter of Care offers home care services. The goal is not online sales, but real requests from families.
The challenge
What matters is the number of conversations started and the cost per contact, not clicks.
What we decided
Search campaigns focused on local actions and starting a conversation, optimised for conversions.
What we did
- ✓Google Search “Home Care” campaigns optimised for conversions
- ✓Optimised for conversations, calls and directions
- ✓Steady social media presence
Result
64 requests from families, at ~€15 per contact, from ~€977 spent. ~3% conversion rate.
What you can apply to your business
Measure contacts, not clicks
For Matter of Care, the goal was real requests from families, not online sales. In your business, define a conversion, meaning the action that matters for the business, based on what really counts: started conversations, calls, or directions to your location. A click shows interest, but a contact shows a real chance of a customer.
Connect ads to your local area
We ran Google Search campaigns for “Home Care”, focused on local actions. For a service business, what matters is reaching people who look for help in the right area. Ads should lead them to a call, a conversation, or directions, not to unnecessary steps. When you sell locally, the message and the action should be simple.
Stay consistently present
Alongside Search, we kept a consistent social media presence for Matter of Care. In your business, social media supports trust when the decision is not made on the spot. Post regularly, stay visible, and keep the message clear. For sensitive services, people want to see you present before they start a conversation.
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