Google Ads connects nursing homes with families and those looking for senior care, including assisted living, memory care and rehabilitation.

With Google Ads, your facility shows up in search results when potential clients search for nursing homes, increasing the chance that they click over to your website or call for more information.

Another benefit is budget control - you pay only when someone clicks on your ad - unlike traditional advertising (TV, radio, or print) which charges by exposure.

Google Ads also offers advanced targeting, targeting potential residents and their families based on location, demographics, interests and online behavior.

This ensures your ads reach high-intent users looking for senior care solutions, increasing their likelihood of selecting your facility.

Google Ads is structured to help businesses manage their advertising campaigns effectively. The key elements are campaigns, ad groups, keywords and ads.

Knowing how these elements work together will enable you to design highly targeted PPC campaigns.

At the highest level, a campaign sets the overall budget and targeting settings. Within each campaign, there are ad groups with related keywords and ads.

Keywords trigger the ads when users search for relevant terms, and ads are the actual text and visual content that appears in search results. Properly structuring your campaigns is crucial for both performance and cost efficiency.

3. Creating Google Ads for Nursing Homes

Click “Start Now” on Ads Google. Log in if you already have a Google ads account, or Sign up.

On your Google ads dashboard, select “+ New campaign”.

3.1 Campaign Settings

Start by selecting the right campaign type.

For Nursing Homes, a Search Campaign is the best option because it targets users actively searching for services like yours.

For your Google ads for Nursing Homes, select "Goals" and your "Campaign Name"

3.2 Network Settings

Network Settings should be set to include only Google search so that ads appear only on Google's Search results pages for optimal targeting. Campaigns should not target the Display Network or Google search Partners, as these may reduce conversion quality and budget efficiency.

3.3 Locations

Start with demographic targeting in your location settings, to maximize the performance of your Google ads for Nursing Homes.

Choose “Enter another location” then enter the location you want your Google ads to target.

Select “Presence: People in or regularly in your targeted locations” as your target location option. This will ensure that only users who are in your targeted locations will see your Google ads.

3.4 Language Settings

Ensure your ads target the language most commonly spoken by your customers. This setting helps reach the right audience while improving ad relevance and engagement.

3.5 Audience Segments

In your audience segments settings, enter the niche or industry of your business, for instance, “Nursing Homes”, and you will see the different industry and in-market segment options you can apply to your campaign.

Select the options you want to include for your ad, for example, “Nursing Homes”

In your targeting settings, select “Observation” so that your campaign does not narrow its audience reach by audience segments alone.

3.6 Ad Rotation and Ad Schedule

Choose “Do not optimize” as your ad rotation settings. You want all your ads from your campaign to equally rotate since it can improve the effectiveness of your campaign and increase its reach.

If your Nursing Homes only operates during weekdays and your business hours, set your ad schedule to only run during these hours. This is to ensure that you can contact any leads that come from your Google Ads during your business hours.

If you decide to run Google Ads for your Nursing Homes during the days your business is not operating, you run the risk of losing business because you won’t be you won’t be able to call back or follow up on that lead until the next business day.

We recommend only running ads during business hours you're available to answer the phone.

4. Ad Groups & Keywords for Nursing Homes

As we mentioned in the Google Ad Structure section, your ad groups are part of your campaign, and these will contain all your keywords.

Consider doing prior keyword research before creating your Google ads for Nursing Homes, to make sure that the right keywords will trigger your ad, and to bring you high-quality leads.

When you are done with your keyword research, start by creating your first ad group. Since each ad group should follow one theme for better targeting, consider creating a different ad group for each concrete company you offer.

For example, you could have an ad group for “Nursing Homes" to get keyword suggestions from Google.

Example A:

Ad Group Name: Nursing Homes

Keywords: [Nursing Homes] [Nursing Home Care] Nursing Home in [Location]]

After entering your ad group name and entering your keywords in the products or services section, select “Get Keyword suggestions”.



The results will show you all the relevant keywords to your keyword research, based on Google’s data.

Make sure that you check each keyword suggestion and remove any keywords that are relevant to your niche or industry, but irrelevant to the specific ad group.

You can also implement keyword bidding strategies depending on their competition level. For instance, consider bidding for lower-intent keywords if your competitors are overpaying for high-intent keywords and vice versa.

5. Google Text Ad for Nursing Homes

5.1 Final URL and Display Path

Ensure your Final URL directs users to a dedicated landing page about your Nursing Homes. The display path should reinforce your message, such as /concrete-companies or /free-estimate to increase user confidence.

5.2 Headlines

Create engaging headlines that include high-intent keywords, such as:

• Nursing Homes
• Senior Nursing Homes Services
• Nursing Homes Companies

If you struggle to come up with more headlines, click on “More Ideas” and Google will provide you with headline suggestions using the top keywords based on their database, your industry, and the keywords in your ad group.

5.3 Descriptions

Use the descriptions section to include key information or to highlight the best features of your  that will encourage potential leads to click on your ad. Your descriptions should also help increase the Click-through rate of your Google ads for Nursing Homes.

Here are some descriptions used in this guide, which you can use as a guide or inspiration for your campaign:

• 24/7 Skilled Nursing Care
• Top-Rated Nursing Homes
• Compassionate Senior Care

5.4 Ad Assets

Enhance your ads with additional links, call extensions, and promotional messages to improve engagement. Adding structured snippets, call buttons, and site links can increase click-through rates and conversions.

Other ad assets we recommend including are callouts. In this section, you want to include short key information about your Nursing Homes that will encourage users to click on your ads, such as any features, awards, or other information that will make you stand out from your local competitors. 

For instance, you could use “Licensed, Bonded, Insured”, “15+ years of experience”, “Trusted professionals” and “Request Free Online Quote”.

If you want to add more ad assets to your Google ads for Nursing Homes, simply select from the available options, such as promotions, prices, calls, structured snippets, lead forms, and apps.

6. Manual CPC and Bidding

For better control over your budget, consider Manual CPC (Cost-Per-Click) bidding. This allows you to adjust bids based on performance, ensuring your highest-converting keywords receive the most attention. Higher bids on well-performing keywords can improve ad placement and lead quality.

Enter a $50 amount for starters, and once your campaign is up and running, you can adjust this by increasing or lowering the amount.

Don’t try to enter a custom budget amount that is too low, because it won’t provide you with enough measurable data, and it will take longer for your Google ads campaign to produce results.

Once you’ve entered your custom budget, Google will provide you with the estimated data you can expect from your campaign based on your ad budget. These will include an estimate of expected weekly clicks, average CPC, and weekly cost.

Take note that these estimates are only estimates since your Google ads for Nursing Homes could perform better than these expected metrics.

For your bidding settings, select “Clicks” as your campaign focus, and skip the Customer Acquisition setting.



Make sure that your customer acquisition option is not selected, to avoid your campaign targeting new customers only.

Review your settings and ensure all the information entered is correct. Once you are happy with your settings, select “Publish campaign” and you’re done!

Congratulations, you’ve just created your first Google ads campaign.

You will also be able to see a preview of what your Google ads for Nursing Homes will look like on Google’s search engine results pages. It should include all the features you added whilst creating the ad text, such as the final URL, display path, headlines, descriptions, and any ad assets added.

7.0 Optimize Your Google Ads Campaign For Quality Leads

7.1 Keyword Planner

It uses Google's Keyword Planner to find highly - trafficked, low-competition keywords that are most likely to convert. Utilize this tool to refine your keyword strategy and learn new search terms that potential customers are using.

Click "Discovery New Keywords"

Enter the products or services relevant to your Nursing Homes such as “Nursing Homes” then click on “Get Results”.

You should now see all the relevant keywords to your search query. You may notice that some keywords are already added to your campaign, by checking under the Account Status column, and seeing if they are labeled as “In Account”.

To add any keywords to your campaign, simply tick the box next to the keywords you want.

Then, click on “More“ and select “Add to account”.

Choose the ad group you want to add these keywords to (in this case, “Nursing Homes”), and then select the match type before clicking “Add“.

The keywords we selected from the keyword planner are now added to the campaign. These will now be labeled as “In Account” under Account Status.

7.2 Negative keywords

Add irrelevant or low-converting terms to your negative keywords list to avoid wasting ad spend on searches that don't match your services. This ensures your ads show only for searches that are relevant to your business.

To add negative keywords to your campaign, access your Google ads dashboard, and go to “Campaigns“. Then select “Audiences, keywords, and content” and click “+Negative keywords”.

Select if you want to add negative keywords to your campaign or ad group, then enter all your negative keywords in the text box. For this guide example, we will add them to our campaign:



When you are happy with your negative keywords, click “Save“.

Your negative keywords have now been added to your campaign.

Since you can add keywords to your campaign using keyword planner, you can also add negative keywords using the same tool by following the initial steps shown in the keyword planner section.

Once you’ve selected your keywords, click “More“, then click “Add as negative keywords”.

Make sure you are adding these negative keywords to the right campaign, for example, “Search Campaign – Nursing Homes”, then select your match type and click “Add“.

You have now successfully added negative keywords to your campaign using keyword planner.

If you are struggling to find the right negative keywords for your Google ads for Nursing Homes, you can use other tools apart from keyword planner, such as Negative Keyword Pro, WordStream, and Semrush.

Nursing Homes Campaign

7.3 Landing Pages

A landing page is usually a standalone page on your website, with the main purpose of converting leads into customers.

Your ad clicks should lead to a well-optimized landing page with:

• Clear contact forms
• Strong call-to-action (e.g., “Get a Free Estimate”)
• Trust signals (e.g., testimonials, service guarantees)
  

A key element the landing page example could also include to support its landing page efforts, is adding a lead form to better understand the needs of its customers.

Just like we recommended creating different ad groups for your Nursing Homes, we also recommend creating different landing pages for different Nursing Homes.

8. Key Takeaways

Google Ads is a powerful tool for nursing homes looking to attract new residents and families. A planned campaign with location and audience targeting gets your facility in front of those looking for senior care services.

Using the right keywords improves click-through rates, and cost-management (such as manual CPC bidding and negative keyword filtering) optimizes your budget. High-converting landing pages also convert visitors into inquiries, increasing the chance of securing new residents.

With these best practices, nursing homes may be in contact with families seeking quality care. Unlike traditional advertising, PPC marketing places your facility at the top of search results when people search for assisted living, memory care or nursing home services - driving visibility, engagement, and conversions.

Google Ads also gives you full control over budget, targeting and ad creatives. Ad spend efficiency is improved by segmenting campaigns by care type, service offerings and user intent. Plus, continuous optimization with detailed performance tracking produces better results and a higher ROI over time.

Max Conversion Google Ads Management

Google Ads management for Nursing Homes - Max Conversion. If you require full-service campaign management or a one-off setup to get started, our experts can assist. From keyword research and ad creation to bid management and performance optimization, we get you the most out of your investment.

Get in touch to discover exactly how we can enable you to drive more leads and more jobs through Google Ads!