Families do not search for “aged care facility”. They search for the softest word they can find, usually while having a conversation nobody wants to have. The word you rank for decides whether they find you.
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Australian search volumes, Semrush.
Three channels, three jobs. A provider usually needs all three, staggered rather than launched at once. It is the same model our Brisbane digital marketing agency runs across every industry we work in, only the numbers underneath it change.
META ADS
Adult children are the ones searching, usually in their forties and fifties, and usually before they are ready to act. Meta reaches them in your area while they are still thinking about it, so your name is familiar when the search finally happens.
GOOGLE ADS
Catches them the moment they search, including the ones Meta warmed up. Fastest of the three to produce an enquiry, and the only one that works the week a family suddenly needs respite after a fall.
SEO
Takes over the same service searches Google Ads is paying for, permanently and for free. Slowest to arrive, cheapest to keep, and the reason your paid bill should fall over time.
Google Ads tells us within about six weeks which searches actually produce enquiries, so SEO gets aimed at those rather than guessing for six months. Meta retargeting picks up everyone who read your respite page and did not call, which in a decision this slow is nearly all of them. And as SEO ranks for a service, we pull the paid spend off it and move it to the next one.
The work behind each one, so you can tell whether a proposal is describing effort or just naming a platform.
THE SLOW ASSET
A real page per service rather than a Services list. Google Business Profile built properly, categories right, and a review process that families can actually contribute to. One page per area you serve. This is what moves the map pack and the service terms.
THE FAST LEVER
Campaigns split by service, not one campaign called Aged Care. Negative keywords so you stop paying for people searching aged care courses, aged care jobs and Centrelink pages, which is where a lot of this budget quietly goes. Call tracking, because these enquiries almost always come by phone.
THE ONE MOST PROVIDERS SKIP
The one most providers skip, and the one that suits this vertical best. Adult children are on Meta, the decision takes months, and retargeting keeps you present through it. For a placement decision worth years of fees, this is usually where the enquiry actually starts.
We start from which beds or packages are unfilled, not from which service we would like to sell you. A provider with a waitlist for permanent placement and empty respite beds needs Meta Ads and a respite page, not more generic enquiries. A new service with no reviews needs Google Ads while the SEO catches up. We will tell you on the call if one of the three is not worth running for you.
Not a strategy document. These are the three pages we would put up first for an aged care or home care provider, why those three, and the numbers behind each one.
Built around “respite care”
The page most providers do not have, and the one that gets you known before the permanent decision. A family booking two weeks of respite is auditioning you. Get that right and you are already the familiar name when the harder conversation comes.
Built around “home care packages”
A different customer entirely. These families are trying to keep someone at home, not move them out of it, and they are usually navigating funding levels at the same time. A page that explains the package levels in plain English will out-convert anything written by a marketing team.
Built around “aged care near me”
The pages ranking for this carry an average of about four linking domains between them, which is unusually thin. Families search close to home because they want to visit often. One real page per area you serve, not one page listing every suburb in the state.
Tell us the areas you serve and the services you want more enquiries for. We will come back with the real search numbers for your area and the three pages we would start with. Fifteen minutes, no obligation, and you keep the research either way.
Your Google Business Profile, suburb pages, and local listings optimised so customers in your area find you first.
Technical fixes and service-focused SEO that make your site easy for Google to understand and trust.
Build your reputation through reviews, with monthly reports tracking rankings and leads from organic search.
Site speed, crawlability, schema markup, and Core Web Vitals sorted so Google can index and trust your site.
Service pages and suburb landing pages written to rank and convert, not just fill space.
Backlink building and on-page optimisation that compounds month over month.
Worth saying before you enquire, because it saves everyone three months.
Fast answers, clear decisions.
Spend, leads and trends at a glance.
Your data, your accounts.
Budget goes to what converts.
4+ years average client retention.
Specialists across each platform.
Because families choose the gentlest word available. “Aged care near me” does 9,900 searches a month in Australia, “nursing home near me” does 1,600. Same buildings, same beds, six times the traffic. Most providers still describe themselves the way their licence does, which is the language nobody types.
Agency fees usually work one of three ways: a percentage of ad spend, a flat monthly retainer, or a base fee plus a percentage above a threshold. Percentage models get expensive as you scale and quietly reward the agency for spending more of your money. Ask which model an agency uses and why before you ask for a number.
Usually respite, and most providers do not expect that answer. Respite does 6,600 searches a month, it is often a family’s first contact with any provider, and it leads into permanent placement more often than any other entry point. If your respite beds are empty, start there.
Carefully. Aged care advertising sits under the Aged Care Quality Standards, and where clinical services are involved the National Law restricts testimonials about care outcomes. Comments about the food, the staff, the grounds and how a family was treated during enquiry are generally fine. Comments about clinical results are not. Have your quality team review anything before it goes live.
Paid channels produce enquiries within weeks. Organic takes three to six months to move and six to twelve to become a real part of your enquiry flow. The longer factor here is the decision itself, which routinely takes a family six months or more, so a first enquiry and a first admission can be a long way apart.
Yes, and it suits this sector better than most. The person searching is usually an adult child in their forties or fifties, they are on Meta, and the decision takes months. Retargeting keeps you present through that gap. Our social and paid social team runs that side.
For each area you genuinely service, yes. Families search close to home because they want to visit often, and a single page listing twenty suburbs ranks for none of them. The pages ranking for “aged care near me” carry an average of about four linking domains, so the competition is thinner than most providers assume.
Different families, different searches, different funding conversations. “Home care” and “home care packages” together do about 8,000 a month, and those families are trying to keep someone at home rather than move them. If you offer both, they need separate pages. Most providers have one that tries to do both and converts neither.
Yes. Search behaviour is the same across Australia, only the catchment and the competitor set change. The volumes quoted on this page are national.
We look at what families in your catchment actually search for by service, your Google Business Profile, your reviews against the providers ranking above you, and whether your site has real pages for the services you want more enquiries for. You get it in writing and you keep it whether you work with us or not.
