Brockton Adult Foster Care
with cost per conversion down, across a six-month campaign.
Industry: Adult foster care and home-based support
Market: Brockton, Massachusetts and surrounding Massachusetts communities
Reporting period: March 1 to August 31, 2026 (6 months), vs prior comparison period
93
Google Ads conversions, up from 39
+138.5%
conversion growth, outpacing spend growth
2.1x
clicks vs prior period,
425 to 897
10.37%
conversion rate, up
from 9.18%
$19.08
down 8.6%
The Demand We Set Out to Capture
- A safe home-based alternative to a facility, or a path to becoming a paid caregiver. The moment of search is the moment to make Brockton AFC’s value clear.
- In the comparison period, the campaign captured only part of that demand: 39 conversions from 425 clicks and 7,044 impressions.
- At about $20.87 per conversion. There was room to reach far more of the high-intent search happening across the Massachusetts communities Brockton AFC serves.
The mandate was to meet more of that demand at the moment it happens, and to grow conversion volume without letting acquisition cost drift up as the campaign scaled.
Objective
- Increase qualified search traffic to Brockton AFC’s website.
- Generate more measurable conversions from paid search.
- Improve acquisition efficiency while scaling conversion volume.
- Used conversion-oriented messaging focused on care at home
Our Approach
- Targeted service-led search intent across adult foster care, group adult foster care, caregiver support, home-based care, and related needs.
- Kept geographic relevance around Brockton and the Massachusetts communities the organization serves.
- Aligned landing pages across the service, eligibility, caregiver, contact, and enrollment journeys, so the promise held from ad click-through to contact.
- Optimized on conversion volume and acquisition cost as the primary efficiency signals.
Results and Impact
-
93 conversions, up from 39
138.5% increase, with conversion growth outpacing the 118% growth in spend. -
Cost per conversion down 8.6%, to $19.08
From $20.87, so the account scaled without losing efficiency. -
Clicks up 111% and impressions up 100%
425 to 897 clicks and 7,044 to 14,117 impressions, more than doubling reach. -
Conversion rate up to 10.37%, from 9.18%
A 1.19-point gain, so more of the larger audience converted.
Prominent Metrics Overview
| Metric | Current | Prior | Change |
|---|---|---|---|
Impressions |
14,117 | 7,044 |
+100.4% |
Clicks |
897 |
425 | +111.1% |
Average CPC |
$1.98 | $1.92 | +$0.06 |
Total spend |
$1,774.79 |
$813.91 | +118.1% |
Conversions |
93 | 39 | +138.5% |
Conversion rate |
10.37% | 9.18% | +1.19 pp |
Cost/Conversion |
$19.08 | $20.87 |
-8.6% |
What the Numbers Mean
The account grew reach and outcomes together. Clicks more than doubled and impressions doubled, but conversions rose faster still, up 138.5%.
So the larger audience converted at a higher rate, 10.37% against 9.18% before. Because conversion growth outpaced spend growth, cost per conversion fell 8.6% even as the campaign scaled. Click-through rate held at 6.35%.
Business Impact
For a care organization, paid search matters most when it connects a family or caregiver to the right care pathway at the moment the need is active.
Over six months, Brockton AFC’s Google Ads activity produced 93 recorded conversions while more than doubling search visibility, and the lower cost per conversion means the campaign scaled with discipline rather than by simply spending more.
Feats We Achieved
01
54 additional conversions, a 138.5% increase.
02
472 additional paid-search visits, up 111.1%.
03
7,044 → 14,117 impressions
04
$20.87 → $19.08 cost per conversion
05
9.18% → 10.37% conversion rate that is a 19-point gain.
A Bigger Pipeline at a Lower Cost
In six months, Brockton AFC built a materially larger paid-search pipeline without paying more per result. Conversions rose 138.5% to 93, reach more than doubled, and cost per conversion fell to $19.08.
Because conversion growth outpaced spend growth, the campaign scaled with its efficiency intact, connecting more families and caregivers with care at the moment they were searching for it. The work is ongoing.
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