Google PPC for Home Care Clients: Is It Worth the Investment?
When to use pay-per-click campaigns to grow your home care agency
As you build a plan to grow your home care agency, many home care marketers may find themselves wondering, is PPC advertising worth the investment?
Though much of the campaign process is automated, paid search does require careful planning and research, plus financial investment. So, is the juice worth the squeeze? Consider this: Paid search ads have a famously strong ROI. Wordstream estimates that the return on a well-executed campaign is as high as 2:1. Google Ads reports the average ROI on its platform is 8:1
What is PPC?
PPC, or pay-per-click, is a type of marketing campaign in which the advertiser pays for the ad only when someone clicks on it. When those ads appear on a search engine results page (SERP), like Google or Bing, those ads are called paid search ads.
You’ve likely seen them. They appear at the top of a SERP, above the organic results, and are marked Sponsored.
Is PPC right for home care?
PPC can be a relatively cost-effective way to drive traffic to your home care website, raise brand awareness, promote specific services, and add new leads to your pipeline. It’s almost always a wise addition to your home care marketing mix.
Paid search lets you:
- Target in-market consumers at the moment they’re actively looking for your services
- Find potential clients in your service area, reducing marketing waste
- Spend your marketing budget efficiently and set limits that ensure you don’t overspend
- Easily track campaign results and learn from the outcomes
- Optimize future marketing campaigns, PPC, and otherwise
- Get a brand recognition bump even when users don’t click on your ads
- Secure a strong ROI that can be improved with every new campaign
When to use PPC campaigns
Before you invest the time and money into your new campaign, consider the following conditions. The best time to run a PPC campaign is when…
- You have the resources. While it can be very cost-effective, PPC campaigns do require careful planning and monitoring. To run an effective campaign, agencies need time, expertise, and a good marketing partner.
- You have a specific goal in mind. Like any marketing campaign, paid search is most effective when you can identify a specific target, like promoting a new service or adding in-market leads to your marketing funnel.
- You need to generate new leads. PPC campaigns are ideal for lead gen because you can target users that you know are interested in your services the moment they’re shopping.
How to use PPC for home care
Home care agencies need to make specific considerations based on the nature of business: You’re dealing in time-sensitive services for a limited audience in a very specific geographical area
Generally, these conditions make marketing campaigns more difficult—but they’re ideal for PPC.
- Identify your goals. Before you get started, identify a specific, time-bound, and measurable goal. This will be your guide as you optimize your campaigns while they run and your measure of campaign success.
- Carve out your target audience based on your most qualified client leads. Google’s paid search platform lets you get as broad or granular as you like, so start with what you know about your current client base and then augment it to find new pockets of ideal leads.
- Monitor and optimize in-flight, refining your audience segments, A/B testing ad messages, and retargeting ideal users.
- Evaluate your campaign results. The best way to track your PPC campaign results is by using a marketing automation platform, which can combine the results of PPC campaigns with other marketing efforts for maximum effect.
- Manage new leads with a CRM. A customer relationship management platform, or CRM for short, is a digital tool that lets you easily qualify, manage, and maintain contact with the new leads added through your program.
- Measure your ROI. All worthwhile marketing campaigns generate a positive return on investment (ROI). This is easily calculated (and even optimized) with a sophisticated CRM. Campaigns with the best ROI can be repeated.
- Create a feedback loop. Every PPC campaign you run is a learning opportunity—gather all data generated in one location (your CRM), then analyze to improve future campaigns.
Tracking your new leads with a CRM
Now that you’ve added a bunch of new leads to your customer pipeline, how will you convert them into clients? A good CRM ensures that the leads you pursue are qualified and that you don’t lose any valuable leads in the shuffle.
According to one study, using a CRM can increase lead conversion rates by 300% and post-customer purchase value by 40%.
And CRMs aren’t just for closing deals, they’re also good for client retention. Almost half of companies report better retention rates after adopting a CRM.
Ready to grow your home care agency?
Home Care Marketing Pros can help you launch, monitor, and optimize your PPC marketing campaigns for maximum impact. Our CareFunnels platform lets you manage the whole operation from a single dashboard, and our in-house experts will be there to help you every step of the way. Check it out by booking your demo.
