The Challenge
Metro Eldercare is a nursing home that was seeking a partner to support its digital marketing initiative, to generate more enquiries and sign-ups. Metro Eldercare had set up its website and wanted a larger audience to be able to find it and to sign up through the form and by phone at the same time.
Its website lists 13 eldercare centres across the Klang Valley, 6 in Kuala Lumpur and 7 in Selangor, with daycare, short-term and long-term care.
Our Approach
Primal created a search engine marketing campaign to target both form fills and phone clicks on the website. In addition, Primal created a call campaign to generate more phone calls for Metro Eldercare.
Primal began running Google search ads for metroeldercarehomes.com in March 2021. Facebook ads ran beside them at first, and from 15 July 2021 Primal put the paid media into Google search.
Outcomes Achieved
- 181%Increase in return on ad spend (ROAS)
- 67.44%Decrease in cost per acquisition (CPA), to RM77
- 203.4%Increase in search impression share, to 57.27%
Key Insights
- Metro Eldercare wanted enquiries from 2 places on its website, the form and phone calls, and the search campaign targeted both.
- A separate call campaign was created to bring in more phone calls.
- Return on ad spend rose 181%, while cost per acquisition fell 67.44%, to RM77.
