Bluebird Homecare: Leveraging Paid Advertising to Drive New Client Acquisition

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  • 39% decrease in quarterly cost per conversion
  • 196% increase in quarterly new lead acquisition

The Challenge

Bluebird Homecare (Bluebird), a Nashville-based homecare provider operating in the Midwest and Southeast, sought more ROI from their marketing spend. The company wanted to generate more leads for its regional locations, as well as nurture existing referral relationships with local healthcare organizations in those markets. Connecting through the burgeoning Nashville healthcare scene, Bluebird Homecare CEO Stuart Brunson, partnered with SmarkLabs to build and execute a client acquisition strategy.

The  Solution

SmarkLabs created and implemented a marketing strategy that connected with, nurtured and converted consumer and business prospects. A core component of strategy targeted at consumers was paid advertising through Google AdWords and augmented with Facebook remarketing. SmarkLabs set up campaigns based on each Bluebird location, implementing A/B testing by region of different AdWords bid strategies. After measuring and analyzing results, SmarkLabs then recommended the strategy creating maximum opportunity.
The agency also provided training on utilizing the HubSpot CRM and portal. A closed-loop reporting solution built by SmarkLabs in HubSpot allows Bluebird regional directors to mark whether leads are qualified or unqualified, allowing for further reporting and insights into the quality of leads generated. Custom workflows used location and page-visit logic to automatically assign new leads to the correct owner.
To monitor and gauge success and areas for improvement, SmarkLabs also built a custom Databox dashboard compiling KPIs and results, overall and segmented by location. This updates regularly and allows the client to keep track of investment and returns in real-time.

The Results

Aligned with SmarkLabs, Bluebird was able to expand its services and increase operating locations less than a year after beginning the partnership, opening three additional offices with more planned expansion ahead.
Some noteworthy statistics on paid advertising successes:

  • 89% increase in site traffic
  • 196% increase in new contact acquisition
  • 252% increase in client prospect leads generated
  • 13% decrease in average cost per click
  • 39% decrease in cost per conversion

Based on AdWords success, Brunson will expand paid efforts and budget to generate leads in new Bluebird locations.

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