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Google Ads Case Study Template

Case Study



Aged care is a competitive industry,
​especially when it comes to search engine results.

Golden Years Retirement Homes were looking to start a new AdWords campaign that would reduce the cost per click while still generating website leads.


Challenge

Golden Years Retirement Homes had an established search marketing campaign, but without a dedicated performance marketing team its efficiency had dropped.

Knowing that efficiency and effectiveness are especially important in the world of search, Golden Years approached [Your Company] in need of an update.

The main issue they faced was that their ads were competing with larger retirement home chains that had far bigger marketing budgets.

This made it increasingly difficult for Golden Years to appear in the top positions of search results without overspending. Their ads were getting impressions, but the click-through rates were steadily declining, and the cost per lead was going up month after month.

On top of that, their keyword strategy hadn’t been updated in over a year. Phrases like “nursing homes near me” had lost traction, while searches around “home care services” and “retirement living with support” were growing fast — but Golden Years wasn’t capitalizing on them.

With no clear attribution model, Golden Years couldn’t confidently measure which ads were driving real inquiries and which were simply draining budget. They needed not just a campaign refresh, but a complete strategy overhaul to get back on track.

Solution

An eye for detail

After a thorough performance review of all Golden Years’ AdWords campaigns, we advised the adjustment of placing spend on only the highest performing keywords, as well as focusing on the much-searched but under-leveraged ‘home care’ search term.

Extra time spent in the research and competitor analysis phase was imperative. Golden Years didn’t just need great ads; they needed to out play their competitors.

“[Your Company] helped us reduce our spend and get more leads from the day the new campaign went live.

What impressed us most was their strategic approach. They didn’t just optimize a few keywords; they took the time to understand our audience, analyze competitors, and align us with the real needs of families searching for aged care."

Tanya Russo

Head of Digital Acquisitions, Golden Years Retirement Homes

Results

Clicks were up from the first day of the campaign, and continued strong throughout the campaign.

This was aided by Golden Years respected product and well designed website, which helped to convert leads. Ultimately, at the end of just one month, the campaign saw a 33% increase in leads from search with a 50% reduction in cost per click – the campaign was rolled over to the next month and continued to perform.


Scope of work

‘Home Care’ Search Campaign

We developed a dedicated search campaign focused on the “home care” keyword, which had been underutilized by competitors but showed strong search intent from families seeking aged care options. By positioning Golden Years prominently for this term, we captured a significant share of highly qualified leads.

“Working with [Your Company] completely changed how we approach our digital marketing. Their insights into keyword targeting and budget allocation allowed us to reach more qualified prospects than ever before.

We saw measurable improvements not just in leads, but also in brand visibility across search.”

Michael Grant

Marketing Director, Golden Years Retirement Homes

We’re always looking for new clients and unique challenges.

Get in touch to arrange a meeting with one of our search marketing experts.

Contact us

Phone | Email | Website

497 Boylston St, Suite 123, Boston, MA 02116, USA