Lead growth180%Increase in monthly leadsfrom month 1 to month 1286 → 241 leads a month
Monthly leads241 · +180%
Case study · Paid ads · Home care
How Homage grew monthly care enquiries by 180% and cut cost-per-lead by 48%.
Google and Meta ads working together to reach Australian families who need trusted in-home care fast, and turn that urgency into booked care.
180%More monthly leads
−48%Cost-per-lead
4.6xReturn on ad spend
Partners with
+
+The numbers
Performance highlights
Google Ads46%Decrease in Google Adscost-per-leadA$124 → A$67 per lead
Google Ads cost-per-lead−46% CPL
Services provided
Google AdsFacebook & Instagram AdsLanding page testing
Paid leads per month
01 · Background
Care anywhere, anytime. If families can find it.
Homage provides in-home aged care, disability support and nursing across Australia. Families book screened caregivers and nurses through the Homage app, from as little as one hour, with no lock-in contracts, no management fee and a care report after every visit.
It serves older Australians, NDIS participants, Support at Home clients and private clients, including people stuck on government waitlists who need care now. Growth depended on reaching those families at the exact moment they were searching for help.
02 · Challenge
High intent. Higher competition.
Home care, NDIS and nursing searches are some of the most contested in Australian paid media. Large providers bid on the same terms with the same generic promises, and Homage's strengths, like flexible bookings and rigorous caregiver screening, were getting lost in the noise.
In month 1, Homage was spending around A$9,600 a month for 86 leads at a blended A$112 each, and only 14% of those leads became clients. Behind the numbers were four clear problems:
- Broad keywords wasting budget on low-intent searches
- One generic landing page for every service
- No tracking past the form submit
- Meta running on its own instead of supporting search
The starting point · Month 1
86Monthly leads
A$112Blended cost-per-lead
A$124Google Ads CPL
A$78Meta Ads CPL
14%Lead-to-client conversion
12New clients per month
~A$9,600Monthly ad spend
1.3xReturn on ad spend
03 · Our approach
Search captured the demand. Social created the understanding.
Found demand others missed
We mapped high-intent searches across aged care, NDIS, nursing and respite, including urgent searches from families on government waitlists who needed a carer this week.
Bid hard where it counts
Aggressive bidding on the most valuable phrases, paired with tight negative keywords, so budget went to people ready to enquire.
Built trust before the first visit
Short, benefit-led ads showing screened caregivers, no lock-in contracts and care reports after every visit, aimed at older Australians and the adult children arranging their care.
Retargeted the researchers
Meta had been running on its own. We rebuilt it to support search, with sequenced retargeting that kept Homage top of mind until families were ready to book.
Landing pages that convert
Dedicated pages for aged care, NDIS and nursing, with clear next steps and tested forms, so more clicks turned into enquiries.
Optimised for qualified leads
We tracked leads through to booked visits and fed that data back into bidding, so the platforms learned which leads turned into clients.
04 · Results
More families. Lower cost.
Monthly care enquiries grew 180%.
Cost efficiency improved just as sharply. With a 46% drop in cost-per-lead on Google, Homage scaled ad spend by 45% while nearly tripling enquiries, and reached more families who needed trusted care at home, fast.
180%Increase in monthly leads
−46%Google Ads cost-per-lead
23%Lead-to-client conversion
| Metric | Month 1 | Month 12 | Change |
|---|---|---|---|
| Monthly leads | 86 | 241 | +180% |
| Blended cost-per-lead | A$112 | A$58 | −48% |
| Google Ads CPL | A$124 | A$67 | −46% |
| Meta Ads CPL | A$78 | A$44 | −44% |
| Lead-to-client conversion | 14% | 23% | +9 pts |
| New clients per month | 12 | 55 | +358% |
| Monthly ad spend | ~A$9,600 | ~A$14,000 | +45% |
| Return on ad spend* | 1.3x | 4.6x | +3.3x |
12-month totals:~A$142,000 ad spend~2,130 leads~400 new clients
*ROAS measured on first-90-day client revenue.
Now booking strategy calls for 2027
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