Google PPC Ads can be one of the most reliable ways for care homes to get more enquiries, particularly from private-pay families.

When implemented correctly, they put your home directly in front of people actively searching Google for care homes in your catchment area.

But too often, care providers waste significant PPC budget through avoidable mistakes.

In this Springup PR webinar, we share the most common (and most expensive) errors care homes make when running pay-per-click campaigns — and what to do instead.

1. Relying Too Heavily on Google’s AI Automation

Many care homes switch on Google’s “AI Max” or “Smart” campaign settings and assume the system will do the work.

The problem? You lose control.

AI should support strategy, not replace it. Human oversight is essential to ensure ads remain targeted, relevant, and cost-effective.

2. Over-Reliance on Performance Max

Performance Max pushes your ads beyond search — into YouTube, Gmail, and display placements.

That might sound appealing, but it often reaches people with low intent.

For care homes, the priority should be search-only campaigns, targeting families actively looking for care right now.

3. Not Using Enough Negative Keywords

Negative keywords stop your ads appearing for irrelevant searches.

Without them, your budget gets eaten up by clicks from people searching for jobs, vacancies, sponsorships, or competitor care homes.

Care homes should build thousands of negative keywords — including competitor names — to protect spend and improve lead quality.

4. Running Ads for Your Own Care Home Name

This is a common mistake. Don’t do it.

If someone searches your care home name, they will usually find you organically at the top of Google anyway.

Paying for those clicks is unnecessary and wastes budget that could be spent attracting new enquiries.

5. Failing to Optimise Campaigns Regularly

Google Ads is not “set and forget.”

Care homes must make weekly (and sometimes daily) adjustments — refining keywords, improving ads, adjusting bids, and increasing conversion performance.

Ongoing optimisation is where ROI is won or lost.

6. Not Tracking Enquiries Properly (The Biggest Mistake)

Most care homes do not track enquiries accurately.

In one example, a provider spent £87,000 on Google Ads and had no idea how many genuine care enquiries resulted from it.

Proper tracking allows you to measure true cost-per-enquiry, which typically ranges from £167 to £950.

Without tracking, you’re guessing — and guessing is expensive.

Google Ads can deliver consistent enquiries for care homes.

But only when campaigns are tightly controlled, strategically managed, and fully tracked.

Watch ⬇️ webinar recording of  “6 (Shocking) Mistakes Care Homes Make Using Google Ads To Get More Enquiries”

✅ Care Homes! Get Free Video On 7 Vital (And Proven) PR and Marketing Things You Must Do To Get 300% More Enquiries To Your Care Homes

✅ Join – Exclusive Facebook Care Home Owners + Managers Group

✅ Listen to the Care Home PR And Marketing Masterclass Podcast:

✅ Connect with Adam James on LinkedIn