Digital marketing for care homes

Standout in the care home industry

From occupancy rates to local visibility, our marketing strategies for the care home industry are tailored around your unique target objectives – and are backed by more than a decade of care industry experience.

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Our care home digital marketing services

With proven expertise across SEO, PPC, and paid social, we help care home providers stand out in a highly competitive and trust-driven market. Choosing a care home is a significant decision, often involving multiple family members and a longer research journey – so visibility alone isn’t enough.

Our marketing strategies are built to support both care home enquiries and conversions, while reinforcing the credibility and reassurance families are looking for. Every campaign is tailored to the specific goals of the care sector, including:

Occupancy rates & enquiry-to-resident conversions
Trust & reputation management
Localised search visibility
Showcasing specialised care services
Regulatory CQC & compliance considerations
Remarketing towards families throughout the lengthy decision-making journey

Our results

Proven performance

38 %

Lead target exceeded

With budget allocation optimised for home occupancy, our PPC ads for Hallmark Care Homes exceeded the client’s annual lead target by an incredible 38%.

1 st

Place in organic search

For Santhem Residences, a luxury retirement village and sister company to Hallmark, our SEO strategy secured top rankings for a range of high volume, high-intent local search terms.

2k +

High-quality enquiries

Our PPC strategy for Caring Homes utilised Performance Max and Search campaigns with hyper-local targeting to drive over 2,000 enquiry calls and form submissions.

Projects we’ve worked on in the care industry

A complete website solution with warm, characterful branding and management support for multiple care homes across the UK.

Website

Enquiry-to-resident conversions

For care homes, occupancy is one of the most significant measures of success. But generating enquiries is only part of the picture – real growth comes from turning those enquiries into residents.

That’s where a more considered approach is needed. Families often take time to research, compare options, and involve others in the decision-making process. Every interaction matters.

Our digital marketing for the care industry focuses on optimising this journey from start to finish, using a strategic mix bespoke PPC and paid social campaigns. From clear messaging and compelling ad creative to intuitive forms and conversion-focused landing pages, we remove the friction and guide families smoothly from research to decision.

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Localised search visibility

When families begin their search for care, they almost always start locally, often using a mix of location-specific and “near me” search queries to find the most relevant options nearby.

Our specialised SEO for care homes ensures your residence appears front and centre at that critical moment. Whether targeting surrounding towns, city outskirts, or wider county-level searches, the organic strategy is tailored to your exact location and audience.

By analysing how families search, we align content to match real intent. The result is stronger visibility in local search and more relevant queries from families actively looking for are in your area.

Strategic re-marketing

Choosing a care home for a family member can be a lengthy, time-consuming process, with users typically viewing a range of homes online before pursuing further. With targeted remarketing, we keep your care home top of mind throughout this journey.

Our innovative approach involves tailoring your care home’s ads across search and social platforms to regularly reappear for users who have previously interacted with your brand. So, when the time comes for a decision, there’s one care home that stands out ahead of the others.

Your next project

Is your business waiting to reach the next level? Let’s discuss how our digital services can help you achieve even greater things.

hello@upperdog.co.uk 01202 798 820

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3 Exeter Park Road
Bournemouth
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Testimonials

Happy clients,
happy us

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Upperdog were a great agency to work with. From their pitch right through to delivery of our websites, I felt they understood the brief and wanted to achieve the best possible results for us.

Barney BaxendaleColten Care

Upperdog has been exceptional in supporting our digital marketing efforts. Their understanding of our strategy and customers was evident from the start. We highly recommend Upperdog for their friendliness, professionalism and sheer level of digital expertise.

Conor JudgeHallmark Care Homes

You’ve been a pleasure to work with throughout the project. The process felt smooth and collaborative from start to finish, and the end result speaks for itself. The new site is fresh, engaging, and really captures who we are –  we couldn’t be happier.

Mark SharmanHelp & Care

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Care home digital marketing FAQs

Have any questions about what our digital services can deliver for your care homes or brand?

How can SEO help my care home attract more residents?

SEO improves your care or nursing home’s visibility in search engines like Google, especially for high-intent local searches like “dementia care home near me”.

By ranking higher, you attract more organic traffic from families actively researching care options, ultimately boosting enquiries and occupancy rates.

Is PPC worth it for care homes?

Absolutely. Paid ads allow your care home to appear instantly at the top of search results and on other platforms, targeting families who are actively looking for care.

This is especially effective in competitive areas where organic rankings may take longer to build and can be used alongside a bespoke SEO strategy to help care homes maximise visibility.

Can paid social media ads work for care homes?

Yes, paid social ads allow you to reach and re-engage families throughout their decision-making journey on platforms like Facebook and Instagram.

Through remarketing, testimonials, and targeted campaigns, you can stay visible and build trust, encouraging potential users to enquire when the time is right.

Will your digital marketing affect my care home’s CQC rating?

While marketing doesn’t directly influence your CQC rating, a strong online presence can support your care or nursing home’s reputation.

Showcasing positive reviews, testimonials, and compliance through content can build trust and encourage more enquiries.

Do you tailor your digital marketing for different types of care?

We adapt our care home marketing strategies from the ground up to ensure you’re attracting families searching for exactly what you offer.

This includes service-specific landing pages, ad campaigns, keyword strategies, and much more to highlight the benefits of each type of care you provide.