Industry · India

Marketing for senior care and home care

Families take their time before choosing care for a parent. The ads have to earn trust first, then make it easy to book a visit or a call — and the follow-up has to be quick.

What makes senior care different

It is a family decision, made slowly

People compare, visit and ask around before they book. The ads need to reassure, not just grab a click.

Every service and city behaves differently

Nursing, physiotherapy, doctor-on-call and equipment rental all have different search intent and urgency. So do different cities.

The follow-up wins the lead

A booked tour that waits a day for a reply often goes cold. WhatsApp and email follow-up keep it warm until the team calls.

Case studies

Real accounts I have run. Every figure is from the account itself.

Athulya Assisted Living

India · Google Ads, Meta Ads, WhatsApp Marketing

₹10.8M managed to a ₹71.64 cost-per-conversion — 55% cheaper than the sister Home Care account.

151K+Conversions
₹71.64Cost per conversion
₹10.8MAd spend (~$130K)
943KClicks

What I did

  • Structured Google Ads (Search, Display & Video) around high-intent residential-care queries
  • Continuously tightened bidding and budget allocation to protect cost-per-conversion as spend scaled
  • Kept messaging and creative consistent with the parallel Home Care account while keeping the two accounts’ budgets and targeting independent

Spend scaled to ₹10.8M generating 151,000+ conversions at an average cost of ₹71.64 per conversion — roughly 55% lower than the sister Home Care account run in parallel.

Athulya Home Care

India · Google Ads, Meta Ads, LinkedIn Ads

Segmented Search, Display & Video across 4 cities and 4+ service lines — CTRs up to 17%, conversion rates up to 36%.

61.3KConversions
₹9.59MAd spend (~$115K)
36%Peak conversion rate
4Cities served

What I did

  • Built separate campaigns per city and service line, each with its own bidding strategy — Target CPA, Enhanced CPC or Maximize Clicks depending on intent
  • Balanced a full-funnel channel mix: Search for high-intent capture, Display for cost-efficient reach, Video for top-of-funnel awareness
  • Layered Meta and LinkedIn Ads alongside Google Search for broader family-decision-maker targeting

Individual campaigns hit CTRs up to 17.02% and conversion rates up to 36.44% — well above the 3–5% typical for healthcare lead-gen — while Display held cost-per-conversion as low as ₹5.86 and still contributed 79,800+ conversions.

Common questions

Does Google Ads work for senior care?

It can, when the account is built around real care searches and the follow-up is fast. The assisted-living account below reached 151,000+ conversions at ₹71.64 each.

Should home care and residential care share one account?

Keep them apart. In the cases below the two services ran as separate accounts with their own budgets and targeting, so neither ate into the other.

Which channels work besides Google?

Meta and LinkedIn reach the adult children who usually make the decision, and WhatsApp and email keep those leads warm.

Want the same for your senior care business?

The first conversation is free: 45 minutes on your numbers, your margins and what one customer is worth to you. If ads are not the right spend for you right now, I will say so.

Book a free consultation

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