We Understand the Family Decision-Maker
The person searching is usually an adult child, not the resident. We write campaigns for that searcher: someone weighing guilt, time pressure, and cost while trying to do right by a parent.
Google Ads for Aged Care Providers
Google Ads That Reach Aged Care Families
Adult children researching care for their parents at 11pm are overwhelmed by MyAgedCare. They turn to Google for real answers. We help your facility appear with clear, compassionate information that converts anxious researchers into facility tours.
Campaigns built for family decision-makers
44,500+ healthcare leads generated in 2025
100% healthcare focus
Trusted by 100+ Australian and Global businesses in healthcare
Our Director Has Been Seen On
Why Medical Marketing Group
How We Do Aged Care Google Ads Differently
A decade of healthcare marketing means we understand the emotional weight families carry when researching care options
Built Around MyAgedCare Frustration
Families find the government portal confusing and impersonal. We target searches from people looking for a direct, human answer outside the system and point them to clear provider information.
Separate Campaigns Per Service Line
Residential care, home care packages, respite, and dementia services attract different searchers with different urgency. We run them as distinct campaigns rather than collapsing them into one budget.
Respectful, Factual Messaging
Aged care serves vulnerable families. Ad copy stays compassionate and accurate, no pressure tactics and no claims about quality of care that cannot be substantiated.
Geographic Targeting for Catchments
Residential facilities draw from a local radius. Home care providers often cover a wider region. We set targeting to match how your service area actually works so budget reaches reachable families.
Pricing Transparency That Pre-Qualifies
Landing pages that explain RADs, daily fees, and funding in plain language help genuine prospects self-identify. Fewer mismatched enquiries reach your admissions team.
Tour and Enquiry Tracking
We track calls, form submissions, and tour bookings, then optimise toward the actions that lead to admissions rather than clicks that go nowhere.
Daily Account Management
We are in your account daily, not monthly. Monitoring scripts watch performance around the clock so issues get caught before they waste budget.
A Decade of Healthcare Campaign Data
Years of aged care and broader healthcare ad spend means your campaigns launch against real benchmarks. AHPRA and TGA aware, with 100+ healthcare clients behind the approach.
Our Process
The Weekly Cadence of
A structured approach designed specifically for aged care provider needs
1
Market and Occupancy Audit
We map your occupancy goals, service lines, and local competitors, then ground the plan in benchmark data from other aged care campaigns we manage.
2
Family Journey Mapping
We map how families move from first research to provider comparison, enquiry, and tour booking, so messaging meets each stage with the right information.
3
Compassionate, Compliant Copy
Ad copy that acknowledges how hard these decisions are and presents your facility honestly, without outcome promises or unverifiable quality claims.
4
Landing Page Build
Conversion-focused pages that address the questions families actually ask: care approach, pricing and funding, staffing, and how to book a tour.
5
Launch and Continuous Optimisation
We launch, then refine on enquiry quality and tour conversions rather than vanity click metrics, adjusting budget toward what produces real enquiries.
Deep Dive
Aged Care Google Ads: The Detail We Usually Skip in a Sales Call
Why generic digital advertising fails for residential and home care providers
The Midnight Researcher Problem
It is 11pm. An adult daughter has just had a difficult conversation with her siblings about their father. He cannot live alone anymore. She opens Google on her phone and types "aged care homes near Parramatta." She is exhausted, emotional, and overwhelmed.
This is your potential customer. Not a rational buyer comparing features and prices. A human being navigating guilt, grief, and one of the hardest decisions of her life. Generic advertising does not reach her. Clinical messaging does not convert her. And the MyAgedCare portal has already confused and frustrated her.
Our team has spent over a decade understanding this journey. We know that aged care marketing is fundamentally different from other healthcare advertising because the decision-maker is rarely the person receiving care.
Why MyAgedCare Creates Opportunity
The government's MyAgedCare portal was designed to simplify aged care navigation. Instead, families report feeling more overwhelmed after using it. The system is complex, the information is clinical, and the provider listings feel impersonal.
This creates a significant opportunity for providers who appear in Google search results with clear, compassionate messaging. Families bypass MyAgedCare and search directly for providers who communicate in human terms. They want to see the facility, understand the approach to care, and feel confident their parent will be treated with dignity.
Our campaigns position your facility as the answer to MyAgedCare frustration. Not another bureaucratic process, but a caring provider who makes the next step easy to take.
The Residential Care Versus Home Care Distinction
Residential care searches often carry urgency. A hospital discharge, a safety incident, or a sudden decline triggers immediate action. These families need information fast and will schedule tours within days.
Home care package searches typically involve longer consideration periods. Families research over weeks or months, comparing providers and trying to understand complex funding arrangements. The messaging, landing pages, and follow-up sequences must reflect these different timelines.
We build separate campaigns for each service line because collapsing them together undermines performance. A family searching for respite care has different needs than one researching permanent residential placement. Treating them identically wastes budget and fails to convert.
Addressing the Pricing Question
Aged care pricing confuses families. Refundable Accommodation Deposits, Daily Accommodation Payments, means-tested fees: the terminology alone creates anxiety. Many providers hide pricing information, hoping to get families on the phone before discussing costs.
Our approach favours transparency. Landing pages that explain pricing structures clearly, using plain language, help qualified families self-identify. This reduces tyre-kicker enquiries and attracts families prepared for the actual costs involved.
Transparent pricing information also builds trust. Families dealing with aged care decisions feel vulnerable to being exploited. A provider who explains costs honestly signals that they operate with integrity throughout the care relationship.
Occupancy Economics and Advertising Investment
The lifetime value of an aged care resident is substantial. Even conservative estimates suggest each occupied bed generates significant revenue over the typical residency period. This economic reality should inform advertising investment.
Yet many providers under-invest in acquisition, maintaining legacy approaches that worked before the market became competitive. The providers growing market share today are those who understand modern search behaviour and invest appropriately in digital advertising.
We work with providers to understand their occupancy goals and build campaign investments that match. Whether launching a new wing, recovering from occupancy decline, or maintaining steady enquiry flow, the strategy scales to the objective.
Medical Marketing Results
Healthcare Marketing Case Studies
rumen.com.au
Marketing & design by our team
Case Study
Rumen Medical Weight Loss
$1M ARR in 7 weeks
“We went from launch to $1M ARR in seven weeks.”
Mitchell — Founder, Rumen
Challenge
New telehealth clinic needed rapid patient acquisition and efficient operations to scale in the medical weight loss market.
Solution
Full-funnel digital strategy with automated bookings, patient management, and retention-focused campaigns.
Results
350 to 6,500 patients in 15 months. $1M ARR in 7 weeks. 90% admin workload reduction through automation.
Client Results
Trusted by healthcare leaders
Medical practices across Australia share how they transformed patient acquisition with AHPRA-compliant marketing that delivers measurable outcomes.
"Casey and his team have been a true partner, helping to grow the business through successful campaigns. Casey shows high levels of expertise and we've been lucky to have him on board as the 'Marketing Engine'."
"We went from 350 to 6,500 patients in under 15 months. Admin load cut by over 90% and patient retention jumped by more than 450%."
"They have single-handedly grown my business. We're now turning away $60,000 every week in organic leads. Because, we just don't have the capacity."
"Since going with Casey and his team, we have had nothing but wins. They've got awesome results with low lead costs and have taken the time to really understand our business."
"If you're looking for a highly experienced, knowledgeable and ideas-driven marketing agency, look no further. He's helped transform our business from a fairly humble start-up to a fast growing service provider."
"Super impressed with his promptness, communication, professionalism, and knowledge of the full suite of digital marketing. You and your team are second to none!"
"As an experienced health professional I am a hard sceptic. Casey and his team over delivered on my project with an A+ website design having actively listened to every point I was seeking."
"Working with Casey and his team was nothing short of exceptional. The final product exceeded all expectations, both visually and functionally. It was a seamless experience from start to finish."
"Casey and his team were an absolute lifesaver. They understood exactly what our vision and goals were and did not fall short of delivering an exceptional piece of work."
"The communication was quick, clear and easily understandable. They balance patience and efficiency really well, resulting in a superb end product. Highly recommended."
"Casey was so empathetic and patient in listening to my ideas. He goes above and beyond. If you want a marketing agency that REALLY wants to help you grow your business, pick Casey and his team."
"Excellent company to deal with and their web design is incredible. Would use them again and again."
"They show high levels of expertise and we've been lucky to have them on board as the 'Marketing Engine'. Would definitely recommend to anyone looking to invest in growth."
Verified client
Capabilities
Complete Aged Care Google Ads Management
Everything needed to help fill beds and build sustainable enquiry pipelines
Residential Care Campaigns
Search campaigns targeting families looking for aged care homes, nursing homes, and residential facilities across your catchment.
Home Care Package Campaigns
Targeting for people researching home care across package levels, with messaging suited to a longer consideration period.
Respite and Dementia Care
Dedicated campaigns for carers seeking short-term respite and families researching memory and dementia support.
Tour Booking Optimisation
Campaigns built to drive facility tour bookings as the key conversion point, since tours are where admissions decisions are made.
Call and Enquiry Tracking
Phone enquiry tracking with attribution to the campaign and keyword that drove the call, plus AI transcription to review call quality.
Pricing and Funding Landing Pages
Pages that explain RADs, daily fees, and funding clearly so families arrive at your admissions team already informed.
Practice System Integration
Integration with healthcare systems and CRMs where available, so we measure real enquiries and tour bookings rather than form fills alone.
Monthly Performance Reporting
Clear reports covering enquiries, tour bookings, cost per enquiry, and the next round of recommendations.
Common Questions
Real Answers on
Aged Care Google Ads
Everything you need to know about our healthcare marketing services, compliance approach, and how we help practices grow.
The right budget depends on your facility size, occupancy goals, service mix, and how competitive your area is. We recommend a figure after a discovery call where we assess your local market, and providers filling a new facility or wing often invest more during the launch period.
Results vary by location, service line, and competition, so we will not promise a fixed number of enquiries or admissions. During your discovery call we share relevant benchmarks from comparable healthcare campaigns so you can set realistic expectations for your situation.
You can begin seeing enquiries within the first week of launch. Campaigns generally settle into stronger performance after four to eight weeks as we gather data and refine targeting and copy.
Account setup and structure, keyword research, ad copywriting, conversion-focused landing pages, call and enquiry tracking, daily optimisation, and monthly reporting. We run separate campaigns for residential, home care, respite, and dementia services where relevant.
Yes. Residential searches often carry more urgency, such as after a hospital discharge, while home care searches tend to involve a longer research period. Separate campaigns let us match messaging, keywords, and landing pages to each audience.
We keep copy factual and respectful, avoid quality-of-care claims we cannot substantiate, and steer clear of pressure tactics aimed at vulnerable families. Where TGA or AHPRA considerations apply to specific services, we account for them, and all advertising follows Australian Consumer Law on misleading claims.
We keep ad copy focused on care and reassurance, then explain pricing structures such as RADs, daily fees, and funding clearly on the landing page. Transparency reduces enquiry anxiety and attracts families who are genuine prospects.
Yes. We build launch campaigns for new facilities that combine broader awareness with high-intent search, then scale spend as occupancy goals come into focus.
We track calls, form submissions, and tour bookings, and where your systems allow we connect to your booking or admissions process to follow which ad clicks become real tours. For phone enquiries we use AI call tracking that transcribes and analyses each call.
We integrate with major healthcare systems including Halaxy, Cliniko, and Splose, plus leading CRMs. This lets us measure actual resident enquiries and tour bookings rather than form fills alone, so optimisation targets real outcomes.
Aged care advertising faces fewer policy restrictions than clinical healthcare, but issues still arise occasionally. We build compliant campaigns from the start and resolve any disapprovals quickly when they come up.
We offer a free account audit that often surfaces wasted spend, even in accounts run by reputable agencies. Healthcare and aged care advertising has nuances generalists miss, and a second opinion costs nothing.
Still have questions? We're here to help.
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Book a strategy call to discuss how Google Ads can help your aged care facility reach families actively searching for the care you provide.