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Senior living and home care agencies · Pay per click advertising

Stop your caregiver hiring ads and your family ads spending the same money.

Paid search for senior living and home care reaches a family the week a parent cannot be left alone, and aides looking for hours. GullySales runs those as two budgets, blocks job searches out of the family campaign, and counts tours and starts of care.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of senior living and home care agencies at work in the United States

What pay per click advertising means

Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.

Also for senior living and home care agencies

Sales and marketing for senior living and home care agencies, the overview.

Last updated 5 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For senior living and home care agencies

Where it usually goes wrong, and what we would do.

  • “The directories bid on every word you want”

    A directory buys the same searches and then sells you the introduction. Your own click costs roughly what theirs does, and the family stays yours.

  • “Hiring and families are two different auctions”

    An aide searching for caregiver jobs and a daughter searching for home care clicked the same advertisement last month. One of those clicks was wasted.

  • “Drive time is the real geography”

    A circle drawn round the office sends money to towns your aides will not drive to. Draw it round the shifts you can actually cover.

What we do

What we deliver for senior living and home care agencies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Two accounts that cannot borrow from each other

    A family budget and a caregiver hiring budget held separately with their own daily caps, so a hiring push cannot quietly drain the tour money.

    Result: Filling shifts stops costing you enquiries.

  2. Negative keywords against jobs, training and volunteering

    Blocks on CNA course, caregiver salary, volunteer and nursing school, reviewed against the searches that actually triggered your ads.

    Result: Your budget stops paying for people who will never be residents.

  3. Targeting drawn round the shifts you can staff

    Towns your aides reach, and communities within an hour of where an adult child lives, rather than a flat radius from the office postcode.

    Result: You stop paying for enquiries you would have to decline.

  4. A landing page per level of care with a real form

    A page matching the ad, asking how much help is needed, who is deciding, how it is being paid for, and the month it has to start.

    Result: The enquiry arrives with enough in it to call back properly.

  5. Call tracking on every advertised number

    A separate number per campaign, recorded under the policy you set, so a call at four on a Friday is attached to the advertisement that produced it.

    Result: The hardest calls of the week get counted.

  6. Spend reported against tours and starts of care

    Cost per enquiry, per tour or in-home assessment, and per move-in, set beside the placement fee a directory charged you the same month.

    Result: You can compare our cost per move-in with theirs.

How the result is measured

  • Cost per click
  • Cost per enquiry
  • Enquiries from paid search

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full performance marketing and PPC page

Searches to bid on and block

The searches worth paying for in senior living and home care, and the ones to keep out.

Care-at-home searches, such as attendant for elderly parent
Bid. A family in the middle of a crisis types it. Say what your carers do and what they do not, such as non-medical help with bathing, meals and company, so the call is about a fit.
Residential searches, such as old age home near me or dementia care
Bid for a community, with a page about daily life, the care available and how a visit is arranged. Describe dementia support in plain terms, with no claim that it improves or reverses the condition.
Medical and post-hospital searches, such as ICU nurse at home
Block, or set up a separate path, if you offer only non-medical help. A family searching for a nurse needs a clinical service, and a clear page saves them and you a wasted call.
Caregiver job, training and volunteer searches
Block in the family campaign. If you are hiring carers, run that as a separate small campaign with its own cap, so it never takes money from the tours.
Where the click lands
Send the click to the page for that level of care, with a form asking who needs care, where, how much help and when it must start. Add a phone line, because many families would rather talk than type.
Counting a real enquiry
Count a call from a family member, or a form with a care need and a start date, that ends in an assessment or a visit booked. Do not count an enquiry from a carer looking for work.

Who it is for

This is written for these senior living and home care agencies.

  • Old age homes and senior citizen homes with residential rooms
  • Dementia and Alzheimer's care homes, and homes with a dedicated memory wing
  • Senior living apartments and retirement communities
  • Home nursing and attendant agencies that send staff to a family's house
  • Home health care services that arrange nurses, physiotherapy and equipment at home
  • Franchise home care branches marketing in their own neighbourhood
  • Small care homes run from a converted house or a floor of a building
  • Day care centres for seniors, and short-stay or respite rooms
  • Providers that run both a residential home and a home care service

Not for

It is not the right fit if.

  • You have no one to answer a call from an advert the same afternoon, so paid clicks would only be lost to the next home
  • Your hiring and family enquiries still land on the same page and the same number, so the spend cannot be told apart
  • You cannot yet record which advert a family came from, so the money could not be judged

How it works

How the pay per click advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Agree the whole budget

    We fix the total paid budget across platforms, who owns each ad account, and how much is open to moving.

  2. 2

    Audit tracking and accounts

    We check that conversions fire once, that calls and WhatsApp chats are counted, and that your enquiry sheet matches what the platforms say.

  3. 3

    Set one definition of success

    You and we agree what a qualified enquiry is and what an order is, so every platform is judged the same way.

  4. 4

    Build and launch the plan

    Campaigns are structured across platforms with shared naming and tags from day one.

  5. 5

    Read search terms and lead quality

    We review the queries that triggered ads and the enquiries that arrived, and remove waste before moving money.

  6. 6

    Reallocate and report

    Budget moves toward what is earning, within agreed limits. Results are reported against the baseline, at the frequency agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
What should we spend to fill one apartment?
Enough to run a full decision cycle, which for an old age home is weeks rather than days. We put a starting figure against the units you need filled and what a directory placement currently costs you. Our time, your ad spend and any production cost are separated in writing first.
Can we advertise our memory care unit?
You can say you have one if you actually run one. What that unit may be called, and what you may claim it does for a resident, is best checked with your legal adviser, who reads the ad text. We keep the wording to what you provide.
Should we advertise to the adult child or to the parent?
Aim at the adult child. In most families the son or daughter does the searching, and often the paying. Write for them, but keep the tone respectful of the parent, who will have the last say on whether care begins.
Can we show photos or names of our residents and clients in adverts?
Only with clear written consent from the person or their family, and only if the person would be comfortable with it. Privacy rules for care providers are strict, so use staff, premises and activities in photos first.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for senior living and home care agencies.

All articles

More for senior living and home care agencies

Everything else we would do for you.

Or start from the overview: sales and marketing for senior living and home care agencies.

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