[Case Study] Smaller Budgets, Ad Diversity Helps In Home Care Center Bring In More Leads

Budgeting — it’s the question that comes up time and again.

“How much should I spend on ads?”
“Is my budget big enough for this platform?”
“What kind of ROI will I see if I increase my budget?”

That last one? It’s a biggie.

It’s tempting to think more money automatically equals more ROI, but it’s not always that simple. Ever heard of the law of diminishing returns? 

Sometimes, it’s smarter to spread your budget across different campaigns instead of piling more into what’s already working — which is exactly what our team did for Placita In Home Care. 

The Challenge

Placita In Home Care delivers in-home care and assisted living placement services to seniors in the Tucson and Phoenix metro areas. They’ve allied with 9 Clouds since 2020, seeing firsthand how Google and Microsoft Ads campaigns brought families to their website and generated new client inquiries. 

With results exceeding their expectations, Placita wanted to amplify their reach even further — connecting with even more families needing compassionate and reliable care for their loved ones. 

However, they weren’t just interested in spending more. They wanted to make a strategic investment that could multiply the impact they were already seeing and meet their long-term goals. 

Placita had some specific goals in mind:

• Reach more families actively seeking home care services.
• Keep ad costs sustainable while driving conversions.
• Build a strategy that could scale as demand grows.

The Strategy

Simply multiplying the budget wasn’t the answer.

Our goal was to create a thoughtful, multi-campaign approach that would bring Placita’s message to new audiences, sustain cost efficiency, and maximize the reach of their increased budget. 

Expanded Google & Microsoft Search Campaigns

Building on the success of the initial campaign, we fine-tuned Placita’s search ads to keep reaching families actively looking for care options. This wasn’t just about throwing more budget into the mix, although we did add some. Our team:

• Analyzed performance data to figure out exactly where additional budget would actually move the needle. 
• Expanded targeting to capture a broader (but still relevant) audience.
• Kept a close eye on ROI to make sure we weren’t just pouring dollars into diminishing returns. 
• Maximized results with the budget we had. 

It’s all about making your money work smarter, not just spending more.

Added Google Display Ads

Once we hit the sweet spot with their search campaign budgets, we added Google Display Ads to the mix with the remaining budget.

Display ads are a powerful tool for building brand awareness and staying top of mind with families who might not yet be searching for home care but could benefit from Placita’s services.

This helped raise brand awareness and connect Placita with new audiences — emphasizing Placita’s unique, community-focused message and allowing us to reach families at key moments.

By complementing search ads with visually engaging display campaigns, we expanded Placita’s reach and created more opportunities to engage potential customers at different stages of their decision-making journey.

This combination of search and display gave Placita a well-rounded digital presence, boosting visibility and supporting conversions.

The Results

In just 90 days, Placita’s digital expansion led to impressive results:

Cost per click decreased by $0.60, making ad spending even more efficient.

Website traffic jumped by 423%, bringing in families interested in learning more about Placita’s offerings.

Conversions skyrocketed by 2,113.8%, helping more families connect with Placita’s home care services.

Cost per conversion dropped by 50.9%, going from $54.22 to $26.62.

These numbers show how our approach both boosted click-through rates and made Placita’s digital strategy more cost-effective — meeting their goal of affordable client acquisition.

Lessons Learned

This project reaffirmed the value of a flexible, multi-campaign approach. Placita’s willingness to invest in a broader strategy lets us make the most of their budget and maximize impact, hitting all parts of their sales funnel and helping them meet their goals. 

Importantly, this experience reminded us how discussing budget opportunities with clients can lead to big wins. 

We know budgets aren’t endless. Every dollar counts. That’s why we focus on helping you spot the best opportunities for your business.

When you work with us, you’ll get a clear picture of where your money will have the most impact, so you can make decisions with confidence and get the results you’re looking for.

Ready to Reach New Audiences?

Placita’s journey highlights how a thoughtful digital strategy can make a real difference. By combining search and display ads, we helped Placita grow its reach and support more families in Tucson and Phoenix.

More importantly, we helped them make the most out of their budget and prove a return on their investment. 

If you’re looking to expand your digital presence with a custom strategy, our team is here to help. Connect with us to start reaching your audience with an approach that fits your unique goals.

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