The Good Care Group

The Good Care Group is a leading UK home care provider, offering both live-in care and visiting care across the UK.

They had been struggling with the performance of their PPC accounts in late 2023. These once-strong-performing accounts were delivering far less return than they used to, to the point where the business was considering switching off PPC entirely.

Following a thorough audit, which highlighted many inefficiencies, they moved from their previous agency to Magnetize at the start of 2024.

After taking on the account, we found it had been set up in a legacy way with far too many ad groups per campaign, ineffective conversion actions, and a lack of control over search terms. The main ways we addressed performance were:

• We modernised their bid strategy, optimising only for high-value calls and lead form fills, and valuing these leads in proportion to their worth.
• We created new campaigns targeting location-specific keywords.
• We fed insight into the development of the PPC landing pages.
• We ensured all search terms were monitored and excluded using negative keyword lists.

More recently, we encountered issues with low-quality leads submitted through web forms. These were people not actually interested in purchasing the service, but instead looking for a different service entirely.

The Good Care Group had traditionally optimised for form fills by having a conversion event trigger in GA4, which then pulled into Google Ads. This meant any form fill would be counted as a conversion in Google, whether it was of good quality or not.

We wanted Google Ads to optimise only for high-quality leads. These leads have demographics and browsing behavior different from those of the low-quality ones, so we wanted Google to bid specifically for these searchers.

How did we solve this?

• Got their lead forms to capture the Google Click ID (GCLID) and their Salesforce CRM set up to allow this GCLID to be imported.
• Worked with the client to get the sales team using lifecycle stages correctly, making sure low-quality leads were not added to key lifecycle stages.
• Then we passed the different lifecycle stages back into Google Ads, where they were matched to the click that initiated them.

Result

Not only are we now able to optimise only for quality leads, but we also add additional conversion value to people who progress further down the funnel toward becoming customers.

The combination of all of this work led to a 150% increase in conversions after 6 months. Alongside this, cost per conversion decreased by 75%.

In total, this increased the number of PPC leads entering the top of the CRM funnel by 60%. Lead quality also improved, resulting in a higher conversion rate from lead to customer and fewer low-quality leads for the call center to handle.