how a targeted Google Ads strategy delivered 49x more conversions in just one month.
Reducing cost per click by 70% while increasing conversions by 3,750% through Google Ads.
Apollo Care South Wirral provide high-quality, compassionate home care services. Their mission is to help clients maintain independence, dignity and quality of life within their own homes. As a care provider operating in a competitive local market, generating high-quality enquiries is essential to support sustainable growth and continued community impact.
After running ads without specialist management, Apollo Care South Wirral partnered with Bold to drive real, measurable growth.
When we took over their Google Ads management in Q4 (their first full quarter with Bold), performance transformed across every key metric compared to Q3 (when ads were not managed by us).
They needed a Google ads strategy that would not only generate traffic, but convert it into genuine care enquiries.
Within just one full quarter, we exceeded every KPI set, and in January alone, we almost doubled their monthly conversion target.
We began by analysing historic account data to identify wasted spend, inefficient keywords and underperforming campaigns.
We conducted in-depth keyword research to focus on high-intent, care-related search terms specific to the South Wirral area. We refined targeting to ensure ads appeared in front of people actively searching for home care services, not broad, irrelevant audiences.
We also restructured the account to prioritise performance, improve quality scores and reduce unnecessary spend.
Instead of simply “running Google ads,” we rebuilt the campaigns with a conversion-first mindset. Every element was restructured to focus on attracting the right audience and turning clicks into genuine care enquiries. We organised tightly themed ad groups to improve relevance and quality score, ensuring each search term aligned closely with the ad copy and landing page.
We crafted compelling, trust-led messaging tailored specifically to families searching for reliable home care, positioning Apollo Care South Wirral as a compassionate and professional choice. The result was clear: lower costs, higher click-through rates and a dramatic uplift in conversion performance.
By closely analysing click-through rates, search term reports, device performance and conversion patterns, we were able to clearly identify what was driving results and what was wasting budget.
This insight allowed us to reallocate spend toward the highest-performing campaigns and search terms, while reducing investment in lower-performing segments. We continuously refined ad relevance and improved quality scores to strengthen overall account health, ensuring ads were not only seen more often but by the right people.
With a clear understanding of what worked, we were able to scale campaigns confidently without sacrificing efficiency. This strategic, data-led optimisation is exactly how cost per click dropped from £3.98 to £1.05, while conversions surged from just 4 to 154 in a single quarter.
Apollo Care South Wirral’s Google Ads performance transformed within just one full quarter of expert management.
Conversions increased by 3,750%.
Click-through rate more than tripled.
Cost per click reduced by over 70%.
Monthly KPIs were exceeded.
And by January, they were already generating 98 conversions in a single month, almost double their monthly target.
We turned underperforming campaigns into a scalable, lead-generating system that supports real business growth. For care providers and ambitious local businesses serious about growth, this is the difference expert ad management makes: smarter strategy, stronger performance and measurable results that truly move the needle.
