Performance Metrics
| Metric | Before | After | Change | Why This Matters |
|---|---|---|---|---|
| Total Leads | High volume (~X per month) | Slightly lower volume (~X per month) | ↓ Reduced irrelevant leads | Focused on lead quality rather than quantity |
| Service Leads | Low proportion (~20% of total leads) | High proportion (~75–80% of total leads) | ↑ ~250% qualified leads | More users converted into clients seeking care |
| Job Inquiries | Majority of leads (~80%) | Minority of leads (~20–25%) | ↓ Significant reduction | Improved navigation and focus on service conversion |
| Lead Quality | Majority of leads (~80%) | Minority of leads (~20–25%) | ↓ Significant reduction | Reduced wasted follow-up by staff |
| Bounce Rate (Services Landing Page) | Baseline (~X%) | Lower (~X–Y%) | ↓ Significant | Improved navigation and focus on service conversion |
| Lead Quality | Low — many irrelevant inquiries | High — leads are pre-qualified service seekers | ↑ Substantially | Ads + dedicated landing page drove more actionable inquiries |
City Healthcare: Driving Qualified Service Leads Through Targeted Campaigns and Website Optimization
Overview:
City Healthcare provides essential in-home care services, including Registered Nurses (RNs), Personal Support Workers (PSWs), and support for the elderly and individuals with disabilities. The goal was to generate qualified service inquiries via Google Ads while minimizing irrelevant leads, such as job applications.
Challenge:
Initially, the Google Ads account focused on Search campaigns targeting broad keywords like “registered nurse,” “home care,” “in-home personal support worker,” and “Ontario health at home.”
While this approach generated a high volume of leads, most inquiries were job-related, not service requests. This highlighted a need to refine both keyword targeting and website structure to improve lead quality.
Insights from Website Analytics:
By integrating Microsoft Clarity, we observed user activity and discovered that most visitors were navigating to the Jobs section. This insight confirmed that the website was unintentionally funneling traffic toward employment inquiries rather than service sign-ups.
Strategic Solutions:
To address this, we implemented a multi-pronged strategy:
Dedicated Landing Page for Services
- Created a separate landing page focused solely on service offerings.
- Ensured visitors seeking care were not redirected to the main website or job pages, reducing distractions and friction.
Optimized Google Ads Campaigns
- Service-Specific Search Campaign: Targeted high-intent, long-tail keywords relevant to home care services.
- Competitor Search Campaign: Reached users searching for similar services, ensuring brand visibility.
- Performance Max Campaign (Low Budget): Targeted Maps, themes, and interests to capture potential local clients.
Keyword Refinement & Ongoing Testing
- Stopped using very general keywords that attracted mostly job seekers.
- Shifted to high-intent, service-focused keywords to capture qualified leads.
- Continuously monitored performance and adjusted targeting based on results.
Results:
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Significant reduction in irrelevant job-related leads.
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Increase in qualified service inquiries from clients seeking home care.
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Improved ROI on ad spend by ensuring campaigns drove high-intent traffic directly to service-focused pages.
Why This Matters:
For healthcare providers, generating leads requires a balance of compliance, relevancy, and clear user pathways.
By aligning website structure with campaign strategy, City Healthcare successfully captured qualified service inquiries, improved ad performance, and enhanced the overall user experience — ensuring people seeking care could easily access the right services without distraction.