The Challenge
Jeta Care is an aged care centre in Kulai, Johor, with 62 beds in a 3-level building, offering skilled nursing, dementia care and rehabilitation.
From January 2026, Primal ran Google search ads for Jeta Care in one account with 2 other eldercare brands, De Luxe Retirement Home in Petaling Jaya and Johnson Residence, a group of eldercare centres across Malaysia. The goal was more enquiries through each website’s form, WhatsApp and phone number.
Jeta Care had more beds to fill than De Luxe Retirement Home. In February, its first month of ads, it had the highest conversion rate of the 3 brands, 7.75%, but the lowest search volume, so each lead from its generic campaign cost more than RM180.
Our Approach
Tracking And Setup
Primal wrote a tracking brief for each of the 3 brands’ websites, then installed and tested the tags, so that every form submission, WhatsApp tap and call click from an ad was recorded as a lead.
The Jeta Care ads ran from a new Google Ads account, with a brand campaign for people searching the Jeta Care name and a generic campaign for people searching for care. They went live in early February 2026.
Keywords And Locations
To reach more searches, Primal added English generic keywords, Chinese-language keywords, location keywords and “near me” keywords, and kept the keywords for specific types of care as a smaller part of the campaign.
On 31 March 2026, Primal refined the keywords and excluded searches for competing care homes.
Many enquiries from Johor Bahru wanted a home nearer the city, so from 8 April 2026 the generic campaign showed within 20 km of Kulai instead of 50 km. The brand campaign kept a wider area for people already searching the Jeta Care name.
The homes sent regular occupancy updates, and Primal gave Jeta Care a larger share of the ads than De Luxe Retirement Home.
Phones And Chinese-Language Search
The review of February to April showed that about 90% of leads across the account came from phones. Primal put phone users first in its changes, stopped showing the ads on tablets and kept WhatsApp as the main call to action in the ads.
Chinese-language keywords had shown high click-through and conversion rates, so Primal ran a separate Chinese-language campaign for Jeta Care, beside the English brand and generic campaigns.
Outcomes Achieved
From 1 May to 30 June 2026, Jeta Care’s cost per lead (CPL) fell 26.9% against February to April, to RM29.67, the lowest of the 3 brands. Its leads rose 18.4%, and its conversion rate, 12.59%, was also the highest of the 3.
Its click-through rate rose from 9.67% to 10.42%. The new Chinese-language campaign brought in 34 leads, more than any other Jeta Care campaign, at RM32.91 each. The English generic campaign brought leads at RM28.71 each and the English brand campaign at RM23.59.
Leads held steady across the 2 months, with 39 in May and 40 in June.
- 26.9%Lower cost per lead, to RM29.67
- 18.4%More leads
- 12.59%Conversion rate, the highest of the 3 brands
- 10.42%Click-through rate, up from 9.67%
Key Insights
- In February, Jeta Care already had the highest conversion rate of the 3 brands but the lowest search volume, so the work began with more keywords.
- Chinese-language search became Jeta Care’s largest source of leads, with 34 of its leads in May and June.
- Google search ads were the first contact for at least 60% of visitors to the Jeta Care website.
