Privacy-first Google Ads, Meta ads, websites and automation for non-medical home care agencies. Reach adult children searching for care, and recruit the caregivers you need to say yes to every new client.
Reviewed by the Marfa Digitals Paid Media Team · Last updated October 2026 · About our team
Home care is one of the fastest-growing parts of the US economy. The Bureau of Labor Statistics projects that services for the elderly and persons with disabilities will add more jobs than any other detailed industry over the next decade. That creates two problems at once: winning families who are comparing agencies, and hiring enough caregivers to staff new clients. We build both pipelines with Google Ads, Facebook and Instagram ads, a trustworthy website and fast follow-up.
Google Search campaigns for “in-home care near me”, “respite care” and “companion care” searches in your service area.
Meta and Indeed-style campaigns that bring a steady flow of qualified caregiver applicants.
clear pages on services, care process, pricing approach and how to start care.
conversion tracking that records inquiries without sending health details to ad platforms.
automated text and email replies so families hear back in minutes.
systems to collect reviews from families and respond professionally.
materials for hospitals, discharge planners and senior living communities.
cost per inquiry, cost per start of care and cost per hired caregiver.
we learn your services, territory, payer mix and hiring needs.
client and recruiting campaigns, pages and privacy-safe tracking.
we go live and review inquiries, applicants and calls weekly.
we shift budget to the channels that produce starts of care and hires.
Google Search AdsFamilies actively searching for care
Meta AdsCaregiver recruiting and local awareness
Local SEOGoogle Maps visibility and reviews
AutomationInstant replies to families and applicants
In many cases, the person searching for home care is not the person receiving care. It is often an adult son or daughter, sometimes living in another city. Ads and landing pages should speak to them directly: how quickly care can start, how caregivers are screened and trained, how scheduling works, and how families stay informed.
We write respectful, accurate copy that avoids fear-based messaging and never makes medical claims for non-medical services.
Caregiver shortages limit growth for many agencies. Short video ads featuring your real team, clear pay ranges, flexible schedules and a simple mobile application form consistently outperform generic job posts. Employment ads on Meta must follow its special ad category rules, which restrict some targeting options, so creative and messaging do most of the work.
We track cost per applicant and cost per hire, and connect applicants to your recruiting workflow so no candidate waits days for a reply.
Whether HIPAA applies depends on whether your agency is a covered entity, for example if it bills Medicaid or other health plans electronically, or is a business associate of one. Even when it does not apply, families expect their information to be handled carefully, and state privacy laws may apply.
Our approach: inquiry forms ask only for contact details and general service needs, never diagnoses or medical history. We do not send health information to Google, Meta or analytics tools, we avoid remarketing based on health conditions, and we use vendors willing to sign a Business Associate Agreement (BAA) wherever protected health information is involved. In 2022 the US Department of Health and Human Services issued guidance on online tracking technologies; a federal court vacated part of it in 2024, but tracking on authenticated pages and appointment flows remains high-risk. We are a marketing agency, not a law firm, so please confirm your obligations with your compliance advisor.
Google and Meta treat health as a sensitive category. Google does not allow personalized ads based on health conditions, and Meta restricts health-related targeting and data. We build campaigns around services and locations, not conditions, which keeps your accounts in good standing and protects family privacy.
Costs vary widely by business, location, competition, season and offer, so we do not publish generic cost-per-lead numbers. A single long-term client can be worth a significant amount each month, so the key metrics are cost per start of care and cost per hired caregiver, not clicks.
We report both pipelines separately, client inquiries and caregiver applicants, so you can see where budget produces the most growth.
Non-medical home care agencies, companion care providers, franchise owners and private duty agencies that want more client inquiries and more caregiver applicants. Home health agencies with skilled services can use the same approach with extra compliance review. Also see marketing for aging-in-place remodelers.
We build client and caregiver pipelines together, so growth is not limited by staffing.
Privacy-first tracking: no health information in ad platforms.
Respectful, accurate messaging that families trust.
The strongest mix is Google Search Ads for people actively looking for care, a well-optimized Google Business Profile with reviews, a clear website, referral partnerships and fast follow-up on every inquiry.
Meta ads with real team videos, clear pay and schedules, and a short mobile application form usually produce the most applicants. Fast responses to each applicant improve hiring rates.
We follow privacy-first practices: forms do not collect medical details, no health information is sent to ad or analytics platforms, and we use vendors that sign a BAA where PHI is involved. Your agency remains responsible for its own HIPAA compliance, so please confirm details with your compliance advisor.
No. Google and Meta restrict ad targeting based on health conditions. We target by location, services and audience interests that are allowed under each platform’s policies.
It depends on your territory, competition, services and hiring needs. We review your market and recommend a starting budget for client and caregiver campaigns, then scale once results are proven.
Tell us your territory, services and hiring goals. We will send a plan covering client acquisition and caregiver recruiting.
Please do not share client names, diagnoses or other health information in this form.
