The families searching
for a bed this week.
Campaigns built per home, per town and per specialism, aimed at the families ready to enquire now — and measured on enquiries and admissions rather than clicks.
Ad spend managed by our team
Running Google Ads accounts
Value of one private resident
Six things we do differently.
None of it is clever. It is the difference between an account built for a care home and an account built from a template.
One campaign per home, not per group
A group account with a single national campaign spends your Harrogate budget on Hull. Every home gets its own campaign, its own radius, its own budget and its own bid strategy — because a bed in one home is not interchangeable with a bed sixty miles away.
Private-pay intent, prioritised
"Care home near me" is a mix of families researching, people looking for jobs, and relatives of local-authority-funded residents. The searches that correlate with a self-funded enquiry look different — fee questions, specific specialisms, comparison language. We bid up on those and bid down on the rest.
Built around what you are registered for
Dementia, nursing, residential, respite, palliative, young physical disability. Each is a different search, a different family, a different urgency and a different ad. Homes that run one generic campaign compete with everybody; homes that run five specific ones compete with almost nobody.
Pages that take an enquiry
The most common reason a care home's ads underperform is that every click lands on a homepage with a phone number in the corner. We build pages per home and per specialism, with fees addressed, the visit booked in two clicks, and a form somebody can complete at midnight.
The unglamorous half
An enquiry that arrives at 7pm on a Friday and gets a call back on Monday afternoon is usually already lost. We look at where the enquiries go, how fast they are answered and what happens next — because it is nearly always cheaper to fix that than to buy more clicks.
Reported on admissions
Calls, form enquiries, visits booked, and where we can get the data, admissions. Cost per enquiry and cost per admission by home. Impressions and click-through rate are in the appendix, where they belong.
Two halves of one decision.
A family does not choose a home in a single session. Ads reach them at the point of enquiry. AI search decides whether you were on the list they started with.
Google Ads
Reaches the family searching this week. Works immediately, costs money every month, and stops the day you switch it off. Right answer when you have beds to fill now.
AI search
Decides whether you appear in the shortlist an assistant writes before anybody searches. Slower to move, compounds, and keeps working. Right answer when you want next year to be easier than this one.
How the AI search side worksNew brand. Not a new team.
DomiCare launched in 2026. The people running it have been doing this for years at DomiSearch — these are their clients, in their words. Care-sector results will be published here as they land.
“We have been working with Ben and DomiSearch for nearly 3 years. A true expert in his space. Taxd has grown a phenomenal customer base thanks to our fantastic search acquisition strategy.”
“We brought Ben in to support not just with Google Ads, but also landing pages, copy, and AEO. This helped boost conversions at every stage of the funnel - more clicks from ads and more customers converting. What we value most is his ability to provide clear insights, suggest improvements, and execute independently.”
“Ben from DomiSearch has made my life easy... Anything and I mean anything to do with google ads, this guy knows, no over complication, not focusing on 'getting you to buy' The guy tells you what works, makes it works and over delivers. Genuinely never had a better experience with anyone!”
“It's been great to work with DomiSearch. Their level of competence in ads and understanding of wider SEO keeps us coming back month after month!”
“Ben @ DomiSearch has helped my agency thrive via his work with Paid Google Search Ads bringing me in more and more high quality leads month on month. Continuing to work with DomiSearch really is a no brainer.”
Google Ads, answered plainly.
Yes. Care services are advertised on Google routinely. There are sensible restrictions on how you can target and what you can claim — you cannot make clinical promises, and health-related audience targeting is limited — which is a reason to have someone who knows the rules running it, not a reason to avoid the channel.
A single home usually needs somewhere between £600 and £1,500 a month in ad spend, depending on how competitive the catchment is. That is deliberately modest, because the maths does not need to be aggressive: at a typical private fee, one additional admission a year pays for several years of that budget. Groups scale it per home rather than pooling it.
That is the most common way care home campaigns fail, and it is structural rather than bad luck. "Care home jobs", "care assistant", "carer vacancies" and dozens of variants share vocabulary with family searches, and a broad-match campaign with no negative list will burn most of its budget on them. Fixing it is unglamorous, mechanical and usually the biggest single improvement in the first month.
We ask for read access to whatever exists so we can see the history before we propose anything. If the account is salvageable we rebuild inside it and keep the learning; if it is not, we start clean and say so. Either way you own the account and keep it if we part ways — that is non-negotiable on our side.
They cover different halves of the same decision. Ads reach the family who is searching today and ready to enquire this month. AI search work decides whether your home is on the shortlist that gets written before anybody searches at all. Running both means this quarter's enquiries and next year's, and the content built for one feeds the other.
Three months. Not because of a lock-in, but because a rebuilt account needs roughly that long to gather enough conversion data to optimise honestly. Monthly rolling after that.
Get a second opinion on your account.
Send us read access and we'll tell you what we'd change, whether or not you hire us. Most care home accounts have one structural problem worth more than everything else combined — usually job-seeker traffic.