Jobs and training
home health aide jobs, caregiver hiring, CNA salary, nursing assistant classes, home care franchise. Many caregiver searches come from job seekers, and they will click your ad as readily as a family will.
Search ads for agencies
Home Health Care PPC: Pay for the Searches Families Actually Type
The person typing into Google at eleven at night is rarely the patient. It is a daughter whose father comes home from the hospital on Friday, or a husband who can no longer manage his wife at night. Home health care PPC works when your ads speak to that person, in her words, and send her to someone at your agency who answers. This page sorts the searches by intent, shows how we handle each group in Google Ads management for home health and home care agencies, and flags the healthcare advertising rules you should read before spending anything.
Keyword map
Search Themes by Family Intent and How We Treat Them
| Theme | Example searches | Who is typing | How we handle it |
|---|---|---|---|
| After a hospital stay | home health care after surgery, nurse visits after discharge, home care after hospital | A family member or patient with a discharge date close | High priority, tight service area, landing page that explains how a referral or order starts care |
| Aging parent needs help | in home care for elderly parent, help for mom at home, caregiver for senior near me | Adult children comparing options, often for the first time | Gentle, informational copy, a callback form beside the phone number, free assessment offer only if it is real |
| Dementia and memory support | caregiver for dementia at home, Alzheimer care at home, wandering safety | Family members who are tired and worried | Own ad group, careful wording, no promises about condition or outcome |
| Overnight and long hours | overnight home care, 24 hour caregiver, live in caregiver, weekend home aide | Families who need relief on a schedule | Scheduled to hours intake can respond, clear about what hours you staff |
| Skilled services | wound care at home, physical therapy at home, IV therapy at home, home health nurse | Patients, families and sometimes referral partners | Run only for services you are licensed to deliver and that payers cover |
| Cost and coverage | does Medicare cover home health, private pay home care, home care cost near me, long term care insurance home care | Families weighing affordability | Landing page that explains payer types you accept in plain words; no price promises |
| Respite for family caregivers | respite care at home, break for caregiver, short term home care | Exhausted family caregivers | Own message about temporary help, seasonal tests around holidays and travel |
| Agency comparison | best home care agencies near me, home health agency reviews, licensed home care agency | Families who already decided to hire someone | Show license information, hours and a human contact; claims limited to what you can verify |
| Your name | your agency name, with and without the location | People checking you after a referral | Small exact match campaign that keeps a competitor off your name |
Two businesses, one phrase
Home Health and Home Care Are Not the Same Thing to Google or to Families
Many families use the phrases interchangeably, but your agency does not. Home health usually means skilled, clinical visits ordered by a physician: nursing, therapy, wound care, sometimes after a hospital stay, often reimbursed by Medicare or other insurance. Home care, also called private duty or non-medical care, usually means help with bathing, meals, mobility, medication reminders and company, paid privately or through long-term care insurance or a program. Some agencies offer both.
A Google Ads account has to reflect which one you are. A private duty agency paying for searches like physical therapy at home or Medicare certified home health will collect calls it cannot serve. A certified home health agency chasing companion care or hourly help will do the same in reverse. When we start, we ask which services you deliver, which payers you accept, which counties you hold licenses in and what you tell callers who need something else. The negative keyword list comes straight from your answers.
Referral sources matter here too. Hospital discharge planners, physician offices and case managers send a large share of home health patients, and they do not find you through ads. Google Ads is the channel for the family member who is looking on their own, which means your intake team should be ready for a more emotional call and a less informed one than a referral call. This is why PPC for home health care agencies leans on the family message, not the clinical one, and why pay per click should sit beside, not replace, your referral relationships. Paid ads fill the gaps between referrals; they do not earn the trust of a discharge planner.
Seasons exist but are subtle, and they affect how much paid search you need in a given month. Discharges rise around flu season and after holiday falls, and family visits at Thanksgiving and the end of the year often prompt searches from adult children who notice a parent struggling. We plan test windows around those moments rather than assuming a flat year.
Negatives
Searches to Exclude From a Home Health Care PPC Account
Facility care you do not run
nursing home, assisted living, memory care community, hospice, if you provide none of them. Families who search for facilities are not looking for visits at home.
Free and government help
free home care, Medicaid application, pay family caregiver, state benefits sign up. Keep these if you accept those programs and can explain how to start; otherwise exclude.
Equipment and supplies
medical supply, hospital bed, walker, oxygen, durable medical equipment. A reader after products is not hiring an agency.
Software and business topics
home care software, scheduling app, caregiver management, agency license how to start. Other agencies and vendors search these terms.
Complaints and legal searches
abuse, lawsuit, complaint, inspection report. Paid ads are a poor answer to this kind of search and can look careless.
Pet and child care
pet sitting, home daycare, nanny. Short phrases like caregiver or care at home can drift into them if you use broad match.
Counties you do not cover
Search terms that name cities outside your license area go to the exclusion list the same week.
Account setup
Building Google Ads Around Your Intake Line
Define the services and the payers
We write down exactly what you provide, which payers you accept and what a caller who needs something different hears. That sheet drives the keywords, the ad copy and the negative list.
Read the current healthcare ad policy
Google publishes rules for healthcare and medicines advertising, and health advertisers sometimes face limits or required approvals by location. Review them in your own account before launch and keep license information ready.
Write family-first ad copy
Short, clear lines about the kind of help, the hours you cover and how to reach a person. No outcome promises, no superlatives, no claims about a condition improving.
Handle the call properly
We set up tracked numbers and, with your permission and where the law allows it, call recording for quality review. Intake staff get a short script that asks what the family needs without pressing for private details.
Be careful with personal data
Health-related conversion tracking and audience features have their own privacy and platform rules. We keep patient details out of URLs and conversion data, and talk through remarketing with your compliance contact first.
Review weekly, report monthly
Search terms, call quality and booked assessments are reviewed together. The monthly summary names what changed in the Google Ads account and why.
Management pricing
What Agency Ad Management Costs With Us
These are our monthly fees for running the accounts. Your own ad spend is separate and is paid directly to the advertising platform.
Agency questions
Questions Home Health and Home Care Owners Ask
How much does home health care PPC management cost?
We charge $895 a month for one platform, $1,595 for two and $2,295 for three, with no setup fee and no contract. Ad spend is separate and goes to Google. The spend should be set from what a new client is worth over time and how many calls your intake team can turn into assessments.
Are there special Google rules for healthcare ads?
Yes. Google has a healthcare and medicines policy, and personalized advertising rules limit how health information can be used for targeting. Some health topics require certification or are restricted by location. Read the current policy pages in your account, because they change, and let us know about any disapproval so we can adjust.
Should I write about outcomes or recovery in my ads?
No. Ads should describe the kind of help, the hours and how to reach you. Promises about recovery, independence or health improvement can break platform policy and professional advertising rules, and they set expectations your staff cannot control. Honest, specific descriptions of services are safer and usually more credible.
How do I avoid paying for caregiver job seekers?
Add job, hiring, salary, training and aide certification phrases as negatives from day one, and review the search terms report every week. Phrase and exact match settings help, and ad copy that mentions services for clients, not employment, reduces accidental clicks. Expect a few stray job-seeker clicks anyway, and remove each new variation as it appears.
Can I run ads for both skilled home health and private pay care?
Yes, as separate campaigns with separate landing pages. Their payers, intake steps and customers differ, so they should not share a budget or a message. Each campaign has its own negative keywords to prevent calls for the wrong service, and each can use its own tracked phone number so you can see which kind of family is calling.
Is call recording allowed on my ad numbers?
Recording rules vary by state, and health calls can involve private information. Ask your attorney or compliance officer before recording, add the proper notice if you do and limit who can listen. We can provide tracked numbers that count and time calls without recording any audio, which is enough to measure results if you prefer that route.
Does remarketing make sense for home care?
It can, but health-related audiences face tighter rules in Google and other platforms, and families can find it intrusive. We would start with Google search ads only and discuss remarketing later, if at all, with your compliance contact involved. Many agencies never need it, and plenty of families respond better to a plain search ad that answers the question they typed than to a banner that follows them around the internet after one visit.
How long until the ads bring calls?
Ads can start within days after approval. Healthcare ads sometimes take longer to be reviewed. We do not promise a number of calls or a date. The first weeks are for learning which searches are real, tightening the negative list, listening to how intake handles the early calls and adjusting the ad hours to the times your staff can truly respond to a worried family.
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Get in Touch
Plan Your Agency Search Ads With Us
Tell us which services you offer, which counties you cover and how referrals reach your intake line. Call 610-825-4363 or email hello@getphound.com and we will map the searches with you.