Google Ads for home care agencies
LocaliQ's 2025 healthcare benchmarks put Assisted Living, Elder & Home Care Services at $6.30 per click and $74.44 per lead, with 5.51% of clicks turning into a lead (October 2024 to September 2025). The same category cost $4.22 per click and $50.91 per lead in LocaliQ's 2020-21 data, so leads have become more expensive.
Home care cost per click and per lead
| Category | Data period | Cost per click | Click-through rate | Conversion rate | Cost per lead | Cost per call |
|---|---|---|---|---|---|---|
| Assisted Living, Elder & Home Care Services[1] | Oct 2024 to Sep 2025 | $6.30 | 6.35% | 5.51% | $74.44 | not published |
| Assisted Living, Elder & Home Care Services[2] | May 2020 to Jun 2021 | $4.22 | 6.36% | not published | $50.91 | $56.26 |
| All healthcare[1] | Oct 2024 to Sep 2025 | $5.64 | 6.07% | 8.09% | $66.02 | not published |
The category covers assisted living communities as well as in-home care, so a non-medical home care agency may see different numbers.[1] In the 2020-21 data a phone call cost $56.26.[2]
Across industries, the RunAds Google Ads Benchmark 2026 found a median cost per click of $1.36 and a median cost per conversion of $41.53, based on 224 live Google Ads accounts.
Cost drivers for home care agencies
- Client value. A client who needs care several days a week for months is worth a lot, so agencies bid high on the few searches that signal a real need.
- Long research. Adult children compare agencies, prices and reviews before calling, which lowers the conversion rate and raises the cost per lead.
- Lead sellers and directories. Referral sites bid on the same terms and resell the inquiry, which raises click prices.
- Job seekers. Caregiver job searches share words like home care and caregiver with client searches, and they waste budget unless you exclude them.
- Service area. Agencies can only staff shifts within reach of their caregivers, so ads outside that area bring inquiries you can't take.
A budget for 20 family inquiries a month
A non-medical home care agency covering one county wants 20 family inquiries a month.
20 home care inquiries a month
Use the 2025 figures; the older ones are from before click prices rose. Google can spend up to twice the daily budget on a single day.[6]
The two budgets differ because the benchmark cost per lead, cost per click and conversion rate are each calculated separately across thousands of campaigns, not taken from one account. Plan for the higher one, then use your own numbers after 30 days.
RunAds plans the campaign at your budget and writes the ads.
Campaign structure for a home care agency
Keep client campaigns and recruiting apart, then split client campaigns by the type of care the family needs.
| Campaign | Ad groups | Notes |
|---|---|---|
| In-home care | Home care near me, in-home care for elderly, senior home care, companion care | The core campaign. Limit it to towns where you can staff shifts. |
| Specialty care | Dementia home care, Alzheimer's care at home, post-hospital care, respite care | Only the care you're trained and licensed for. A page for each. |
| Hourly and live-in | 24 hour home care, live-in caregiver, overnight care | Higher value per client. Its own budget. |
| Caregiver recruiting | Caregiver jobs, home health aide jobs, CNA jobs near me | Separate budget and an application page. Exclude these terms from client campaigns. |
| Brand | Agency name and its misspellings | Cheap clicks that keep directories off your name. |
Keywords to start with
Families search for the type of care and the person who needs it. Use phrase and exact match.
In-home care
home care near mein home care for elderlysenior home care servicescompanion care for seniors
Specialty
dementia care at homealzheimer's home carerespite care for caregivershome care after surgery
Hours
24 hour home carelive in caregiverovernight caregiverhourly home care
Cost research
home care cost per hourhow to pay for home carehome care vs assisted living
Negative keywords for client campaigns
Job terms go here, and into a separate recruiting campaign as positive keywords. Add plurals too, since negatives don't match close variants.[4]
jobshiringsalarypay ratetrainingcertificationcna classfranchisestart a home care businesslicense requirementssoftwarefreevolunteerpet carelawn carechild care
Ad copy examples
Two sets of responsive search ad assets. State what you do and how fast you can start, and keep claims to what your agency can show.
In-home care
Headlines (up to 30 characters)
- In-Home Care for Seniors24
- Care Can Start This Week24
- Free In-Home Assessment23
- Screened, Trained Caregivers28
- Hourly or Live-In Care22
Descriptions (up to 90 characters)
- Help with bathing, meals, errands and company at home. Call to plan a free assessment.86
- Caregivers matched to your parent's needs and schedule. Talk to a care manager today.85
Dementia care
Headlines (up to 30 characters)
- Dementia Care at Home21
- Caregivers Trained in Memory28
- Keep Mom at Home Safely23
- Talk to a Care Manager22
Descriptions (up to 90 characters)
- Caregivers trained in dementia care, with a steady routine and familiar faces each week.88
- Respite for family caregivers, a few hours or overnight. Call to set up a visit.80
Families often call rather than fill in a form. Add a call asset scheduled for office hours and count calls as conversions with call reporting.[5]
Audience rules for care ads
Google's health in personalized advertising policy treats disabilities and chronic health conditions as sensitive, including content aimed at the person's caretaker, and blocks Customer Match, your data segments, audience expansion and lookalike segments for ads in those categories.[3] Care for a parent with dementia or a disability can fall under it. Build the account on Search keywords and location, and use predefined Google audiences if you need audience signals.
How RunAds runs Google Ads for home care agencies
What the agent does for you
- Builds separate client and recruiting campaigns from your site, limited to the towns where you can staff shifts.
- Writes the ads around your services, start times and assessment offer, and shows you the launch before anything goes live.
- Flags search terms from job seekers and directories in client campaigns and brings budget changes back to you as approval cards.
- Tracks calls and inquiries server-side with Smart Pixel and blocks fraudulent clicks.
See everything the agent does, how a campaign gets built, or the pricing section.
Credit packs from $25, 5 credits per $1 of ad spend.
Common questions
How much do Google Ads cost for home care agencies?
LocaliQ's 2025 figures for assisted living, elder and home care services are $6.30 per click, a 5.51% conversion rate and $74.44 per lead. In its 2020-21 data the category ran $4.22 per click and $50.91 per lead, with a median search budget of $1,250 a month.
How much should a home care agency spend on Google Ads?
20 family inquiries a month comes to $1,489 at the 2025 cost per lead and $1,018 at the 2020-21 figure. Since one client can stay on service for months, judge the budget on cost per signed client, not cost per inquiry.
Why is the home care conversion rate low?
At 5.51%, the category converts below the 8.09% healthcare average in LocaliQ's 2025 report. Families often research for weeks and compare several agencies before they call, so many clicks are early research.
Can home care agencies use Google Ads to recruit caregivers?
Yes, but run recruiting as its own campaign with its own budget and landing page. Mixing caregiver job searches into client campaigns wastes the client budget, so add job terms as negatives there.
Can RunAds run Google Ads for a home care agency?
Yes. RunAds is an AI agent that builds client and recruiting campaigns from your site, writes the ads and shows you the full launch before anything goes live. Credit packs start at $25.
Sources
- Healthcare Search Ads Benchmarks for 16 Specialties, LocaliQ, by Susie Marino. Last updated January 13, 2026; data from October 1, 2024 to September 30, 2025.3,542 US search campaigns, at least 43 per specialty. The page says its averages are medians.
- Healthcare Advertising Benchmarks (+Quick Tips for Better Results), LocaliQ, by Stephanie Heitman. Last updated July 29, 2025; data from May 1, 2020 to June 25, 2021.2,838 North American LocaliQ healthcare campaigns, at least 10 clients per subcategory. The page says its averages are medians.
- Health in personalized advertising, Google Advertising Policies Help. Checked Nov 6, 2026.Customer Match, your data segments, audience expansion and lookalike segments can't be used when promoting in sensitive health categories, which include cosmetic surgery and injections.
- About negative keywords, Google Ads Help. Checked Nov 6, 2026.Negative keywords don't match close variants, so synonyms and singular or plural forms have to be added separately. Casing and misspellings are covered automatically.
- About call assets, Google Ads Help. Checked Nov 6, 2026.Numbers can be set to show only when the business can take calls, and call reporting counts calls as conversions.
- About average daily budgets, Google Ads Help. Checked Oct 30, 2026.A campaign can spend up to 2x its average daily budget on a given day, and up to 30.4x it in a month.
Every outside number on this page links to its source above, with the date we checked it.
Related pages
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