Home / Home care advertising
Home care advertising that fills assessment slots.
Google and Facebook ads can bring families to your agency within days. Whether they turn into clients depends on the ad, the page it sends them to and how fast you reply.
The short answer
How should a home care agency advertise?
Most home care agencies get the best results from two channels working together: Google search ads, which reach families who are searching for care right now, and Facebook and Instagram ads, which reach adult children in your towns before they start searching. Both should send people to a simple local landing page, and every inquiry should get a reply within minutes.
Judge your ads by cost per booked assessment, not clicks or cost per lead. That's the number that tells you whether advertising is filling your schedule.
Google vs Facebook
Which home care ads work, and when.
| Google search ads | Facebook and Instagram ads | |
|---|---|---|
| Who you reach | Families searching "home care near me" and similar, right now | Adult children in your service area, often before they search |
| How you pay | Per click | Per impression or click |
| Best for | Ready-to-act families with an urgent need | Building awareness and catching families earlier |
| What makes it work | Tight local keywords, and blocking job seekers and nursing-home searches | Real photos of your team, local wording and a short form |
| Watch out for | Paying for caregiver job searches by mistake | Meta's rules on health and personal attributes in ad copy |
Your Google Business Profile isn't an ad, but it often matters as much. Keep it complete and keep reviews coming. See 12 ways to get home care clients.
What works
What a good home care ad looks like.
Local and specific
Name the towns you serve and the care you provide, like companion care, personal care or dementia care at home. Families want to know you work where their parent lives.
Real people, not stock photos
Photos of your actual caregivers and office team build trust faster than generic images.
One clear next step
A free in-home assessment, a call button and a short form. Not a long questionnaire.
A landing page that matches
Send clicks to a page about home care in that area, not your home page. Same promise, same photos, same next step.
Stay compliant
Ad rules to follow.
Breaking platform rules gets ads rejected or accounts restricted. These are the ones home care agencies run into most.
The main rules
- Don't imply the viewer's condition. Meta doesn't allow ads that assert or imply someone's health, age or other personal attributes. "Help for families caring for a parent at home" is safer than "Is your mom struggling with dementia?"
- No medical claims. Non-medical home care ads shouldn't promise health outcomes.
- Caregiver job ads go in Meta's Employment category, which limits targeting options. Keep them separate from family ads.
- Get consent before you text or call. Your forms should say clearly that families agree to be contacted.
Budget
How much should a home care agency spend on ads?
It depends on your area, competition and how many new clients you can staff. As a starting point, we recommend at least $1,000–$1,500 a month, paid directly to Google and Meta from your own accounts.
How to judge it
Each month, divide your ad spend by the booked assessments it produced. Then look at how many of those families started care, and for how many hours a week.
That tells you whether to spend more, change the ads or fix what happens after the click.
A sample month Illustrative example
- $1,350 ad spend
- 31 inquiries
- 14 booked assessments
- 6 clients started care
Cost per booked assessment: $96. Results vary by area, budget and follow-up speed.
The part ads can't fix
Why reply speed decides what your ads earn.
You pay for the click either way. What happens next decides whether it becomes a client.
Families ask several agencies
Many contact two or three agencies at once, often in the evening. The first to reply with an assessment time has the advantage.
Forms go cold fast
A form answered the next morning has to compete with every agency that answered that night.
Missed calls cost the most
A family who calls from an ad and hears voicemail often calls the next agency. A missed call needs an instant text back.
Done for you
Ads, landing page and replies, run as one system.
Booked Growth is $999 a month with Google and Meta ads management included. Your ad spend goes straight to Google and Meta, never marked up.
What's included
- Google search ads and Facebook and Instagram ads for the towns you staff.
- A local landing page with your real team and a short form.
- Tracking with the Meta Pixel, Google conversion tracking and call tracking, so every booked assessment traces back to its ad.
- A 24/7 AI receptionist that replies to every inquiry within 60 seconds and books the assessment.
- Caregiver hiring ads when you're recruiting.
Home care advertising FAQ
Are Google or Facebook ads better for home care?
They do different jobs. Google search ads reach families who are actively searching for care, and Facebook and Instagram ads reach adult children in your area before they search. Most agencies do best running both, sending every click to the same fast reply and booking process.
How much should a home care agency spend on advertising?
We recommend at least $1,000–$1,500 a month to start, paid directly to Google and Meta. The right amount depends on your area, competition and how many new clients you can staff.
How soon do home care ads bring inquiries?
Ads can bring inquiries within days of going live. By month three there's usually enough data to judge your cost per booked assessment fairly.
Can I target home care ads by health condition?
No. Platforms restrict targeting and ad copy based on health and other personal attributes. Target by location and broad audience instead, and write ads about your services rather than the viewer's situation.
Should caregiver hiring ads run separately?
Yes. On Meta, job ads must use the Employment category, which has its own targeting limits. Keep them apart from ads for families.
Do you mark up ad spend?
No. On Booked Growth you pay Google and Meta directly from your own ad accounts, so you see every cent. You own the accounts.
Make every ad click count.
In 15 minutes we'll look at your ads, your landing page and how fast you reply, and tell you honestly where the leak is.