boost your home & aged care company: Google Ads Case Study
$217 million net profit generated for an Australian home & aged care company through Google Ads!
This Australian Home & Aged Care Company is working to support their franchise owners to grow their customer base through highly converting geographically targeted Google Ads. Bel. Digital is proud to have scaled this company from $11,000 ad spend per month to over $100,000 per month, generating more than $500 million dollars in revenue and over $200 million in profit. And I’m not joking.
7593% ROI
For every $1 spent they earn $7.60 by Google Ads
>$500M Rev
Lifetime Revenue from 5 years of Google Ads
$216,317,837
Lifetime Net Profit from 5 years of Google Ads!
7.2% Conv
7.2% of people who clicked converted
about the home & aged care company
This Australian home & aged care company provides in-home care services, focusing on helping elderly individuals remain in their homes rather than moving to nursing home facilities. Their services include personal care such as wound dressing, showering, and light housekeeping.
When the company first approached Bel Digital, they were struggling with a poorly managed Google Ads account and had lost trust in digital advertising after working with a large Melbourne agency.
They sought our help to rebuild the account and support their franchisees in gaining more leads while maximising the value of their ad spend.
The problem
The company’s Google Ads account was performing poorly, plagued by internal competition between campaigns and ad groups, and riddled with outdated strategies.
The tracking setup had significant errors, leading to wasted ad spend.
The auto-apply recommendations feature was turned on, which exacerbated the problem by automatically implementing changes that weren’t aligned with the business’s goals.
Keywords were poorly organised, and their geographic targeting was set to cover all of Australia, even though their operations were limited to Queensland, New South Wales, and Western Australia at the time.
The client’s trust in Google Ads had been eroded by the previous agency, and it took months of education and communication to regain their confidence.
what Bel. Digital found
- The Google Ads account structure was disorganised, with campaigns and ad groups competing against each other.
- The conversion tracking setup contained errors, resulting in incorrect data and thousands of dollars in wasted ad spend.
- The auto-apply recommendations feature was turned on, leading to unwanted changes and inefficient budget use.
- Keywords were duplicated across multiple campaigns and ad groups, and many were too generic, which increased costs unnecessarily.
- The location targeting was set for all of Australia, even though the business only operated in select states.
- The brand terms were overused peppered throughout the primary campaigns. Leading to watered down metrics which weren’t useful for decision making.
account structure
All commercial ad groups were duplicated and given their own campaigns for ease of budget management.
ad schedule
Set to schedule to run ads on week days only. In the future, the company structure will allow for 24/7.
location targeting
We narrowed the location targeting to focus on the company’s actual operational areas: Queensland, New South Wales, and Western Australia.
negative keywords
Extensive negative keyword lists were applied to reduce wasted ad spend and increase the focus on relevant searches.
communication and education
We worked closely with the client to rebuild their trust in Google Ads, providing regular education on how the platform works and demonstrating the value of the changes we implemented.
conversion tracking
Errors in conversion tracking were corrected, ensuring accurate data and better decision-making.
our solution
Bel Digital created a well-structured and highly targeted Google Ads account optimised for the home care company’s franchise model. With a focus on thorough keyword research, optimised ad copy, and professional management, we were onto a winning formula.
Finding the tiny one percent improvements has made all the difference as we scale this account.
Sending ads to specific location landing pages has already proved itself.
We’ll closely manage the business’ priorities alongside the performance of each location in the Google Ads account.
I look forward to growing the customer database and company revenue into the future.
results
This home care company’s Google Ads account has continued to achieve impressive results despite a challenging economic environment over the past year. Delivering consistent results over 5 years requires constant work and innovation to relentlessly seeking areas for improvement.
There’s definitely been no letting up.
Over the past five years, we have learnt the business inside and out, offering additional digital marketing insights that only come with a long-term relationship and a true understanding of the client’s business.
During the past two years, the monthly ad spend from $92,000 to over $100,000, leading to 58,847 conversions at an average cost of just $51.90 per conversion.
The client continues to sell additional franchises each year, and the Google Ads account continues to grow accordingly.
External funding changes impacted the account performance in 2025, but the client didn’t let that deter them. The government reduced the availability of home care packages in April 2025; this was strategically timed to coincide with the Australian federal election.
Fewer people were seeking home care providers; in addition, other changes in the NDIS industry led to more competitors entering the marketplace. My client wasn’t deterred; it was all about understanding the external factors and related metrics.
With a total ad spend of $2,846,473, and the average conversion rate is 7.2%, and the click-through rate is an impressive 12.18%. The average cost per click (CPC) is $3.95, reflecting the efficiency of our campaigns.
Bel is a true asset to our company, her capabilities around Google Ads far outweigh other companies we’ve used in the past. Our campaigns are performing extremely well and I’d highly recommend Bel’s services to anyone looking to scale their Google Ads campaigns.
HOME & AGED CARE COMPANY
Ready to come up with a plan of attack?
In total, excluding brand terms, over the past 5 years the home care company has generated nearly half a billion dollars in revenue, with a net profit of over $216,317,837.
This represents 7593% return on investment, proving that innovation and relentless pursuit of excellence and incremental improvement can yield highly profitable results, even in challenging markets.
Moving forward, the focus remains on refining what works, adapting to market changes, and maintaining the strategic discipline that has driven these results.