How Care Homes Can Use Google Ads to Get More Enquiries Than Competitors in Their Catchment Area - Care Home Marketing And PR

If you’re running Google Ads for your care homes, you’re already taking a major step toward generating more enquiries from families searching online for care homes.

But here’s something many care home operators overlook — Google Ads also shows how your campaigns perform against other care homes in your area.

Inside your Google Ads dashboard, you’ll find a feature called Auction Insights — a powerful tool revealing which other care providers are bidding on the same keywords, and how your ads compare in effectiveness against them.

For instance, as I show in this video a care home in Greater Manchester sees competitors such as Kingsley Healthcare, Ideal Care Homes, and MHA, as well as directories and also home-care agencies such as Helping Hands.

Auction Insights gives you data such as:

Top of page rate – how often your ads appear among the top listings on Google.
Absolute top of page rate – how often your ad claims the very top spot.
Impression share – how dominant your ads are for your keywords.

Understanding these insights helps fine-tune your campaigns for better visibility and cost efficiency.

It’s not just about increasing ad spend — it’s about optimising Google Ads through strong targeting, quality ad content, and consistent refinement.

(Watch ⬇️ my video “How are my care home Google ads doing versus my competitors?”!)

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Adam James2025-11-09T23:35:29+00:00November 9, 2025|

"Eighteen months ago we took what may be considered a strange and dangerous decision, we got rid of our in house sales and marketing experts deciding to outsource all of our marketing and manage bed sales clinically. We chose to work with Adam James and Spring Up PR and have seen our marketing targets that had previously been missed not only met but surpassed by some distance, our occupancy figures have improved to the point where our hardest task now is managing the high number of referrals and waiting lists for new admissions. Huge savings and increased income, while increasing our company profile in the best possible way. All thanks to Spring Up, Adam and his team, I would strongly recommend speaking with them"

"We’ve added £500K to annual turnover since joining with Springup PR – the KPIs have been absolutely fantastic.

“We increased occupancy to 95% and 99% respectively within 2 months. This has continued. We’re now looking to increase further the proportion of private pay residents.

“When we first approached Springup PR we faced a huge loss in turnover. But in relation to what we’ve achieved the monthly costs are negligible.

“Now when we are have a bed we can have 3 people waiting for it. It’s put the power back into our court.

“As a care provider we’re now viable and future proof. We always say we have that we have to look after the numbers to look after our residents.

“Moreover, working with Springup PR has been an absolute pleasure because they share our values.

“We are in the people business, and Springup PR is as well. As a family business it’s so important to us that our partners share our values.

“We’d highly recommend Springup PR to other care home providers.”

Liam Geach, financial director at English Oak Care Homes

By Adam James

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