Driving Qualified Healthcare Enquiries Through Google Ads

Overview

Blue Coral Healthcare is a UK-based provider of live-in care and domiciliary care services, supporting individuals and families who require professional care within the comfort of their homes.

Operating in a sector where trust, urgency, and credibility influence almost every purchasing decision, the company needed a digital marketing strategy capable of consistently attracting qualified enquiries from families actively searching for care services in Sheffield and neighbouring communities.

Pedra Media was engaged to design, launch, and continuously optimise a Google Ads programme that would transform search intent into meaningful business opportunities.

The Challenge

Marketing healthcare services presents unique challenges that extend far beyond generating website traffic.

Unlike many industries, prospective clients are often making emotionally significant decisions. Families searching for home care are comparing multiple providers while evaluating quality of care, reputation, responsiveness, and trust. Every click represents someone looking for immediate support, making wasted advertising spend particularly costly.

The market in Sheffield was highly competitive, with multiple providers bidding on the same high-intent keywords. Rising advertising costs meant success depended not on spending more, but on building campaigns that consistently delivered qualified enquiries at an efficient acquisition cost.

The objective was clear:

  • Increase qualified enquiries from families seeking home care services.
  • Improve the efficiency of Google Ads investment.
  • Build a sustainable lead-generation system capable of producing consistent business opportunities month after month.

Pedra Media’s Approach

Rather than relying on a single landing page or a one-size-fits-all campaign, Pedra Media developed a performance marketing system built on continuous testing, optimisation, and data-driven decision making.

The engagement began with extensive market and keyword research to identify the search terms most closely aligned with users demonstrating immediate care needs. From there, multiple Google Search campaigns were structured around specific services, locations, and user intent.

To maximise conversions, we developed and refined multiple landing page experiences, ensuring each campaign directed visitors to highly relevant content rather than a generic website. Headlines, calls to action, enquiry forms, page layouts, and messaging were continuously tested to improve conversion rates.

Campaign performance was monitored weekly, with ongoing optimisation including:

  • Search term analysis and keyword refinement.
  • Negative keyword expansion to eliminate wasted spend.
  • Ad copy testing to improve click-through rates.
  • Geographic bid adjustments based on performance.
  • Landing page optimisation through continuous A/B testing.
  • Budget reallocation toward the highest-performing campaigns.
  • Conversion tracking and performance reporting.

Every optimisation cycle was driven by one objective: generate more qualified enquiries while reducing acquisition costs.

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Campaign Performance Snapshot
196 conversions · 1.28K clicks · £0.95 average CPC · £6.18 cost per conversion

Results

Over a sustained twelve-month engagement, the campaign evolved into a reliable client acquisition channel for Blue Coral Healthcare.

Performance Highlights

  • Managed Google Ads campaigns with advertising budgets exceeding £2,000 per month.
  • Generated 196 qualified conversion actions from prospective home care clients.
  • Delivered more than 1,280 high-intent website visits.
  • Maintained an average Cost Per Click of £0.95, significantly below typical UK healthcare search benchmarks, where healthcare CPCs often fall in the £4–£5.50 range depending on competition.
  • Achieved an average Cost Per Conversion of £6.18, demonstrating highly efficient lead generation for a competitive local healthcare market.
  • Built a repeatable optimisation framework that improved campaign performance over time through continuous testing and refinement.

Beyond the campaign metrics, the greatest success was commercial. Blue Coral Healthcare established a dependable pipeline of qualified enquiries, enabling the business to convert new clients consistently and strengthen its presence within its service area. As demand grew, the client shifted its operational focus toward servicing existing clients and carefully managing capacity before pursuing further expansion into new locations.

Services Delivered

  • Google Ads Strategy
  • Performance Marketing
  • Media Buying
  • PPC Campaign Management
  • Landing Page Strategy
  • Conversion Rate Optimisation (CRO)
  • A/B Testing
  • Conversion Tracking
  • Analytics & Performance Reporting

Platforms & Tools

Google Ads • Google Analytics 4 • Google Tag Manager • Google Keyword Planner • Looker Studio