If you run a senior care business, you’ve likely heard of pay-per-click (PPC) advertising. Maybe you’ve considered trying it, but the terminology and mechanics seem confusing. You’re not alone—many senior care providers hesitate to invest in PPC because they’re unsure how it works or whether it’s worth the cost.
IlluminAge Communication Partners specializes in digital marketing for the senior care industry, and we’re here to break down PPC in simple terms.
What is PPC?
PPC is a digital advertising strategy that places your business directly in front of potential residents—instantly. Instead of waiting months for organic search traffic, PPC lets you reach people actively searching for senior care services, and you only pay when someone clicks your ad.
Google Ads is the most popular PPC platform, but PPC campaigns can also run on Bing, Facebook, and other platforms.
How does PPC work?
- You select keywords that people use when searching for senior care services, such as “assisted living near me” or “home care in [your city].”
- Google Ads and other platforms run an auction to determine which ads appear in search results. Your bid and ad quality impact whether your ad is shown.
- If your ad wins the auction, it appears at the top of search results or on relevant websites.
You only pay when someone clicks your ad, making PPC a cost-effective way to reach families in need of senior care services.
Why PPC works for senior care businesses
Senior care is a competitive industry, and families searching for services often need immediate solutions. PPC helps you:
- Get found fast – Unlike SEO, which builds visibility over time, PPC delivers results quickly.
- Target the right audience – You can fine-tune your ads to reach people in specific locations, at certain times, or based on their demographics.
- Control costs – You set a budget and only pay for clicks, making PPC more measurable than traditional advertising.
- Track performance – Detailed metrics let you see which ads are driving the most qualified inquiries and conversions.
How to make PPC work for your business
A successful PPC campaign requires careful strategy. Here are a few key factors:
- Target the right search terms – Target terms that potential clients and their families actually search for.
- Creating compelling ad copy – Your ad should clearly communicate why someone should choose your facility or service.
- Optimizing your landing page – Once someone clicks your ad, they should land on a page that answers their questions and encourages them to take action.
- Monitoring and adjusting – PPC is not a set-it-and-forget-it strategy. Regular tweaks and optimizations help maximize your return on investment.
Ready to get started with PPC?
If you want to attract more residents or clients through PPC but aren’t sure where to start, we can help. We’ll tailor your PPC campaign specifically for your business and location, ensuring your ads reach the right audience at the right time. Here are couple of case studies showing what we’ve done for our clients:
- Boosting Kline Galland’s Online Visibility and Engagement Through Ongoing SEO and Paid Search
- Improved Paid Search Strategies Contribute to 12.5% Increase in Traffic; Substantial Rise in Online Inquiries
Let’s talk about how PPC can bring you more inquiries and admissions. Contact us today to learn more!