Home care marketing written for the person actually deciding.
The person who needs home care is almost never the person searching for it. It is an adult son or daughter, usually after a fall, a hospital discharge or a slow realisation that a parent is not coping — and usually feeling guilty about it.
Almost all home care advertising speaks to the wrong person, in the wrong tone. It lists services when the reader is looking for reassurance that they are doing the right thing, and that mismatch is why so much of it performs poorly.
Everything, from the ad to the booked call.
Family-facing campaigns
Written for the adult child making the decision, addressing the questions and the guilt they actually arrive with.
Trigger-event targeting
Hospital discharge, a fall, a diagnosis. These are the moments the search happens, and the messaging should match them.
Assessment as the conversion
The campaign optimises for a booked home assessment, which is the step that leads to care actually starting.
Funding and HSE content
What is funded, what is not and how the two combine. It is the most searched and least clearly answered question in the sector.
The weekly report
Enquiries, assessments booked and cost per assessment.
The form asks first, so your phone rings second.
Every campaign sends the click to a lead form that asks the qualifying questions before the enquiry reaches you. For home care, that means:
- 01Who is the care for?
- 02What kind of support is needed?
- 03Is this after a hospital stay or a change at home?
- 04How soon is it needed?
Then one number every Friday: spend, leads, cost per lead and what we are changing next week.
qualified leads per month for a Dublin trades business
leads in the first month of a live trades campaign
Every figure comes from a client we can put you in touch with. We do not name clients in ads or on this page. See more on the results page.
Write to the daughter, not the patient
The searcher is typically a working adult in their forties or fifties, coordinating siblings, worried about cost and quietly wondering whether they are failing their parent.
Advertising that acknowledges that converts several times better than advertising describing personal care services. The decision is emotional before it is practical, and pretending otherwise reads as cold.
The constraint is staff, not enquiries
Most Irish home care providers can generate more enquiries than they can serve, because carers are the bottleneck.
That changes what marketing should do. Generating demand you cannot meet damages your reputation with families and with the discharge coordinators who refer. Recruitment campaigns are frequently the more valuable spend, and we will say so rather than sell you enquiries you cannot fulfil.
€1,500 a month. Everything included.
Meta advertising fully managed, lead forms that qualify, social media fully run, all creative every month and the Friday report. Google Ads managed on top: €2,000 a month. No setup fee, no contract, month to month. Advertising spend is paid directly to the platforms and stays in your control.
Every county in Ireland.
Campaigns are built around the towns you actually cover, not a county name. Counties where we see the most demand for home care:
Straight answers.
Who should the advertising speak to?
The adult child, nearly always. They are the one searching, comparing and deciding, and they are the one who needs reassuring.
Should we advertise if we cannot staff the hours?
No, and we will tell you so. Taking enquiries you cannot serve damages you with families and with the people who refer to you. Recruitment first in that case.
What about HSE funded work?
Different pipeline, largely relationship-driven. This is about private enquiries, though families frequently search for both at once and need the difference explained.
Is social appropriate here?
Yes, carefully. It reaches the right age group well, but the tone has to be respectful — no fear, no stock photographs of distressed older people.
What does it cost?
€1,500 a month with everything included, or €2,000 with Google Ads managed on top.
Find out what you're missing.
A free growth audit of your Google map results, reviews, website and the ads running in your county. Sent as a PDF within 24 hours. No call needed.