Amana Living
Amana Living is a not-for-profit organisation in Western Australia that provides aged care, retirement living, and home care services supporting seniors to live independently and with dignity.
Referred to Eurisko in June 2023 after experiencing mediocre success with a previous agency, Amana Living challenged us to increase home care leads from the website.
Want to hear the finer details about our multi-channel approach? Let’s chat.
Home Care Marketing for Amana Living
Build long-lasting success with SEO: A series of changes that deliver big results over time
Increasing home care enquiries from SEO
To increase the number of leads generated for Amana Living Home Care, we needed to rebuild the “Home Care” content strategy. Our goal was to increase the visibility of Amana Living in Home Care searches by optimising existing website content and creating new related pages from scratch.
Amana already ranked well for branded home care search terms, so we focused on building non-branded visibility by publishing pages relating to ‘home care’ that would rank without the associated term “amana”.
With a clear focus, we published over 10 new pages of content on the website which delivered over 5,000 non-branded ‘home care’ related clicks to the website, and a 1,200% rise in customer enquiries.
Delivering more home care Google Ads enquiries at a lower cost per lead
We reviewed the campaign performance and structure that was in place prior to Eurisko taking over the account. We identified several quick wins that would immediately improve the performance, and within one month we tracked an increase in conversions and a decrease in the cost per conversion.
The next step in our optimisation strategy was to split-test the campaigns into branded and non-branded terms which improved performance once again.
With more leads and wind in our sails, we started testing different campaign types, A/B testing creatives and looking for more opportunities to improve.
Over a nine-month reporting period, we improved the overall health of the Home Care Google Ads campaign tracking a 65% decrease in the cost per lead (CPL) and a 271% increase in leads for home care.
Driving more home care leads with Meta Ads
After officially taking over the Meta Ads in January, we successfully optimised Amana’s campaign activity driving more leads at a lower cost per lead compared to the previous period.
We were able to achieve these efficiencies by testing multiple creatives including static images, carousels and videos plus, with improved audience targeting we were able to identify the end user from the end decision maker and target each group accordingly.
This proactive, multi-pronged approach led to a significant improvement in lead volume and lead quality, at a lower cost per lead.
Ready to rocket up the rankings & increase your web leads?
We want to hear your vision for growth, so we can help you achieve it through clever digital marketing.
Get in touch with our friendly Perth-based team today and find out how we can take your Home Care business to the next level.
