Digital Advertising for In-Home Care Agencies
Client: Multiple Home Instead Franchises
The Challenge
Leads from Google and Meta campaigns were either outside service areas or low-intent, and recruiting qualified caregivers was an ongoing challenge. Each franchise needed a strategic partner who understood both the senior-care industry and the constraints of franchise marketing.
Our Approach
Industry Insight + Strategic Foundation
Leveraged our deep understanding of the senior-care and home-care landscape to craft messaging that resonated with adult children and family decision-makers researching care options for aging parents.
Custom Campaign Architecture
Developed location-specific Google Ads campaigns that balanced brand compliance with localized keyword targeting and service-area precision. Each franchise received customized targeting while maintaining consistency with corporate branding guidelines.
Creative Multi-Platform Advertising
Expanded campaigns beyond Google into Meta (Facebook/Instagram) and TikTok to reach both families seeking care and potential caregiver recruits. Different creative approaches for each platform optimized for audience behavior and intent.
Caregiver Recruitment Ads
Built dedicated campaigns and landing pages specifically for caregiver hiring, resulting in steady recruitment pipelines and reduced hiring costs. Separated recruitment from client acquisition to optimize messaging and conversion paths for each audience.
Continuous Optimization & Data Feedback Loop
Implemented comprehensive conversion tracking, lead scoring, and call tracking across all campaigns to monitor lead quality, optimize bidding strategies, and focus budget on high-intent interactions that convert to paying clients.
Landing Page Conversion Design
Designed and A/B tested conversion-focused landing pages with clear calls-to-action and simplified inquiry forms. Aligned emotional tone and messaging with the concerns of families seeking care during often stressful life transitions.
The Results
Key Performance Metrics
The campaigns consistently outperformed corporate averages and became the model for other Home Instead franchises across multiple regions:
- Average cost per lead stabilized at $79, down from more than $180 before Greatness Digital's involvement — a 56% reduction in acquisition costs.
- Lead quality improved by 195%, measured by conversion rate from inquiry to paying client, dramatically increasing the ROI of advertising spend.
- 100+ leads per month generated per managed region, sustained over multiple years with consistent quality and scalability.
- Franchises saw consistent year-over-year growth in both client acquisition and caregiver recruitment, building sustainable business models less dependent on referrals.
- Several new Home Instead owners joined after hearing about the performance results from existing franchises, validating the effectiveness of the strategy.
- Greatness Digital's strategic oversight and real-time optimization created a scalable, compliant advertising framework now serving as a model for other senior-care organizations.
Why It Worked
Our success comes from industry alignment. We understand that marketing in senior care requires compassion, compliance, and conversion-focused clarity. By balancing local franchise autonomy with brand consistency, we helped Home Instead franchises attract more of the right families — and more of the right caregivers — with less wasted ad spend.
This approach can be replicated across other senior-care organizations, from adult family homes to assisted-living networks, with similar impact. The key is understanding the unique dynamics of senior-care decision-making, the emotional state of families seeking help, and the operational realities of franchise marketing constraints.
"Partnering with Greatness Digital has completely changed how we approach advertising. We're finally getting high-quality inquiries from families who truly need care, and our caregiver recruitment campaigns are stronger than ever. The team understands our business and the people we serve."
Vickie Pemberton
Owner, Willamette Valley Home Instead
