How This Applies to Home Care Marketing
Display advertising for home care is most effective for remarketing—showing ads to people who’ve already visited your website. These families are actively researching; staying visible while they consider options keeps you top-of-mind. Prospecting display (reaching new audiences) can build awareness but typically has lower direct conversion rates.
Creative for home care display should emphasize trust, warmth, and professionalism. Images of diverse caregivers with clients, clear branding, and soft calls-to-action (“Learn More About In-Home Care”) work better than aggressive sales messaging for this considered, emotional purchase.
Key Takeaway
Prioritize remarketing over prospecting for display advertising ROI. Set up remarketing audiences for all website visitors, service page visitors, and those who started but didn’t complete contact forms. These warm audiences convert at significantly higher rates than cold prospecting.