The families searching
for a bed this week.
Campaigns built per home, per town and per specialism, aimed at the families ready to enquire now, and measured on enquiries and admissions rather than clicks.
Six things done differently.
None of it is clever. It is the difference between an account built for a care home and an account built from a template.
One campaign per home, not per group
A group account with one campaign spends your Rayleigh budget on Colchester. Every home gets its own campaign, its own radius, its own budget and its own bids, because a bed in one home is not interchangeable with a bed thirty miles away.
Private-pay intent, prioritised
"Care home near me" is a mix of families researching, people looking for jobs, and relatives of council-funded residents. The searches that go with a self-funded enquiry look different: fee questions, specific specialisms, comparison language. Bids go up on those and down on the rest.
Built around what you are registered for
Dementia, nursing, residential, respite, palliative. Each is a different search, a different family, a different urgency and a different ad. A home running one generic campaign competes with everybody; a home running five specific ones competes with almost nobody.
Pages that take an enquiry
The most common reason a care home's ads underperform is that every click lands on a homepage with a phone number in the corner. Pages are built per home and per specialism, with fees addressed, the visit bookable in two taps, and a form somebody can complete at midnight.
Enquiry tracking from first click to admission
Calls, forms and visit bookings tracked back to the search that caused them, so the report says which campaign filled which bed, not how many people clicked.
One monthly report, both channels
Paid and organic in one page to the manager and the owner: enquiries by campaign, what was changed, what comes next. If a campaign isn't producing enquiries it's paused, not left running because the budget was agreed.
Organic and paid search, one strategy, one report. The shortlist in the assistant and the families searching this week, from one person who reads every answer. £495 a month management; ad spend is paid to Google from your own account.
Ad spend itself, which is paid to Google from your own account and stays in your name. Photography, video and a new website, which are scoped separately if they would help.
Questions managers ask.
How much should a home spend on ads?
For one home in its own radius, a sensible start is £500 to £1,000 a month, paid to Google from your own account, on top of the £495 management fee. The budget is agreed per home on the call and reviewed monthly against enquiries, not clicks.
Who owns the ad account?
You do. The account is created in your name, ad spend is billed to you by Google, and access is granted to Clare and removed whenever you like.
Does this replace the AI visibility work?
No. Ads catch the families searching this week; the organic work is what gets you named in the assistant before anyone searches. They compound when both run, which is why the programme prices them together.
What is actually controlled?
What is controlled is where the budget goes, which searches it goes on, and what the click lands on. All three are reported monthly.
See what AI says about your home first.
The free check runs before any call. The call covers both channels: where you appear today, and what ads would do for a home with beds to fill.
