We abandoned the standard playbook and chose a data-driven omnichannel approach.

1. Meta Ads: Funnelling & Smart Workarounds

   • Brand Awareness: We started at the top of the funnel with video content to put a face to the brand and build trust.

   • Retargeting & Storytelling: Using service carousels, we highlighted specific USPs through a narrative-driven approach.

   • The Tracking Solution: Since standard form tracking wasn't working, we switched to Lead Form Ads within Meta itself. Users submitted their details in exchange for an informational brochure (sent directly via email and a follow-up flow).

   • AI for scalability: Content is often a bottleneck in the care sector. We deployed AI studios to significantly speed up content creation without compromising on quality.

2. Search Engine Advertising: Google, Bing & Grants

   • Restructuring & Seasonal Planning: We conducted a complete new keyword research and built a custom media plan tailored to peak and off-peak seasons.

   • PMax & AI: A successful combination of Search and PMax campaigns, including experiments with AI Max for optimal performance.

   • Budget efficiency (filtering job intent): Noticing that significant budget was flowing towards job seekers, we tightened the campaigns and added extra exclusions, ensuring 100% of the lead budget went to genuine care requests.

   • Bing as an extension: Following success on Google, we seamlessly transferred best practices to Bing for additional reach.

   
   

Korian Home Care is a non-profit organisation (vzw). We immediately spotted a huge opportunity here. We took on the enrollment process for the Google Ad Grants programme on their behalf. The result? A completely separate ad account with a monthly budget sponsored by Google, which saved significant costs for the client.