£28,211.86 spent. £55.71 per tracked enquiry action.
When you run a care business, you want your advertising budget to bring in conversations with families who need your help. That starts with showing up for the right searches, in the areas you can actually serve.
For this London-based home-care company, we managed Google Ads for home care across home-care, live-in care and local searches. Over six months, the campaigns averaged £55.71 per tracked enquiry action, from a total media spend of £28,211.86.
London is a busy market. There are plenty of care providers competing for attention, so that context matters when you look at the cost. We’ve seen lower enquiry costs in less competitive areas; we wouldn’t use one London result as a target for every care business.
A quick word on what we’re counting. These actions include calls, submitted forms and clicks on phone or WhatsApp buttons. One person can get in touch more than once, and a button click doesn’t always become a conversation. The figure is therefore a cost per tracked action, rather than a count of unique enquiries or new clients.
Cookie-consent choices mean some enquiries may go unrecorded, so the true cost per enquiry could be lower. Google Ads may also use modelled conversions. We’ve left the reported figures as they are rather than guessing at the missing enquiries.
Start with what the family needs
Someone searching for live-in care has different questions from someone arranging a few visits each week. We build around those services and local areas, with separate brand campaigns, so the ad and the page make sense together.
Keep a close eye on job enquiries
A busy phone isn’t much help to your care-enquiry team if it’s ringing with job applications. Our process uses negative keywords for home-care campaigns, recruitment exclusions and separate routes for care enquiries and jobs. Job-related calls, forms and button clicks should never be counted as care leads.
Make getting in touch easy
If someone clicks an ad for live-in care, we want them to land on a live-in care page. They should be able to find the phone number, understand the service and send an enquiry from their mobile without hunting around. Our home-care website enquiry checklist covers the practical checks.
Know what the numbers mean
We check what each conversion is measuring. A call, a form and a WhatsApp click can tell you different things, so we don’t treat them as interchangeable. Separating care enquiries from recruitment activity gives you a more useful starting point for judging your advertising.
This is how our home-care campaign setup process works. The six-month results above don’t provide a historical audit of every setting.
Cost per enquiry is a useful starting point. You’ll also want to know whether the person needs a service you offer, lives in an area you cover and goes on to arrange care.
That’s where your enquiry records come in. Matching them with the advertising data helps you work towards a cost per qualified home-care enquiry, then an assessment or a new care package. For this case study, we haven’t verified those later outcomes, so we can’t put a figure on new clients or revenue.
If you’re looking at your own campaigns and wondering what you’re getting for your spend, we’d be happy to talk it through. You can also explore our home-care marketing approach and wider care marketing services.
About the figures: Google Ads data retrieved on 7 October 2026 for 1 April–30 September 2026. Media spend excludes management fees and other costs. The selected campaigns exclude brand, residential care-home and YouTube activity. The £55.71 calculation uses Google Ads’ unrounded attributed conversion total; attribution can update. We’ve kept the client’s name private.
A few questions you might have
What results did the Google Ads campaigns produce?
Across six months, the home-care and live-in care Search campaigns averaged £55.71 per tracked enquiry action, with £28,211.86 in media spend. That covers 1 April–30 September 2026. The actions include calls, forms and phone or WhatsApp button clicks, rather than verified unique enquiries.
Does that include your management fee?
No. These figures cover the money spent on Google Ads. Our management fee and other costs are separate. The £28,211.86 is the total for the six months, not a monthly budget.
Did being in London affect the cost per enquiry?
This is a London-based home-care company operating in a competitive market. In our experience, enquiry costs can be lower in areas with less competition, and we’ve seen that in other locations. We’d take your local market into account when discussing a budget. This result isn’t an industry average or a price we can promise elsewhere.
Could the true cost per enquiry be lower?
Yes. Cookie-consent choices mean some enquiries may not be recorded, so the true cost could be lower. Google Ads can also include modelled conversions, and one person can take more than one tracked action. We’ve used the reported figures without making an estimate for enquiries we can’t verify.
How do you reduce job enquiries from home-care Google Ads?
We tackle it in the ads, on the website and in the tracking. Our setup process uses negative keywords to exclude recruitment searches and job-seeker audience exclusions where available and appropriate. We also separate care-enquiry and recruitment routes, including phone buttons and forms, and exclude job-related actions from care-lead tracking. That helps reduce wasted spend and keeps the reporting useful. It won’t stop every job enquiry, particularly through a shared phone number or WhatsApp.
How do you decide where to send people who click an ad?
We start with what they searched for. Someone looking for live-in care should reach a relevant service page, with a clear phone number and enquiry form. Our setup checks also cover mobile usability and separate routes for job applicants. There’s little point paying for the right click if the next step is hard to find.
Let’s make your Google Ads work harder
Already running ads? Let’s talk about what’s working and what’s frustrating you. Starting from scratch? We can help with that too.
Let’s talk about your care enquiries
Tell us a little about your care business, where you work and what you’d like Google Ads to do for you. If you’re already advertising, let us know what’s giving you a headache. We’ll talk through the options and where we think we can help. No hard sell.
