Hospice providers cannot afford to be invisible when families search for care online.
When someone searches for hospice care in your area, they are often facing a serious, emotional, and time-sensitive decision. If your hospice does not appear in that moment, another provider may receive the call.
That is where paid search can help.
When built correctly, paid search can put your hospice in front of high-intent families, drive measurable calls and form submissions, and support census growth. But when campaigns are built poorly, they can waste budget quickly.
What You’ll Learn
In this training, Brian Frantz walks through how hospice providers can use Google Ads and paid search to capture local demand, avoid wasted ad spend, and improve conversion from click to call.
In this webinar, you’ll learn how to:
- Use paid search to reach families actively looking for hospice care
- Understand why clicks alone do not grow census
- Build campaigns around local intent and service-specific searches
- Avoid common PPC mistakes that waste budget
- Use dedicated landing pages to increase calls and form fills
- Track calls, web forms, keywords, and campaign performance
- Use negative keywords to reduce irrelevant traffic
- Protect your brand from competitor ads
- Improve follow-up speed after a lead comes in
- Use retargeting to stay visible during the decision-making process
Why Paid Search Matters For Hospice Providers
Paid search puts your hospice in front of families when they are actively searching for help.
Unlike social media, where people are often browsing casually, Google searches usually show stronger intent. When someone searches for “hospice care near me” or “hospice provider in my area,” they may be close to making a decision.
That makes paid search one of the most direct ways to capture existing demand in your local market.
But paid search only works when the full system is in place. Your campaign needs the right keywords, the right ad structure, a conversion-focused landing page, accurate tracking, and a fast follow-up process.
A Real Paid Search Example
In the webinar, Brian shares a real local paid search example from April 2026.
The campaign generated:
- 51 inbound leads
- $1,220 in paid search spend
- Directly attributable phone calls and form inquiries
- A clear path to calculate potential admission value and ROI
The point is not just that paid search can generate leads. The point is that hospice providers need to know where those leads are coming from, what they cost, and how they connect to admissions.
Common Mistakes Hospice Providers Make With Paid Search
Many hospice PPC campaigns fail because they are too broad, too generic, or poorly tracked.
Common mistakes include:
- Lumping hospice, palliative care, and home health into one campaign
- Sending paid traffic to a generic homepage
- Using vague landing pages without a clear call to action
- Running ads without call tracking or form tracking
- Ignoring negative keywords
- Failing to separate paid calls from organic calls
- Waiting too long to follow up with new leads
Paid search is not a set-it-and-forget-it strategy. It needs structure, ongoing optimization, and clear reporting.
The Foundation Comes First
Before scaling paid ads, your hospice needs a strong digital foundation.
That includes:
- A mobile-friendly website
- Clear click-to-call options
- Optimized service pages
- A strong Google Business Profile
- Accurate local listings
- Positive reviews and reputation signals
- Clear conversion paths for families
Paid search can drive traffic quickly, but your foundation determines whether that traffic turns into calls, referrals, and admissions.
Why Speed-To-Lead Matters
Generating a lead is only the beginning.
Families searching for hospice care may contact more than one provider. If your team does not respond quickly, that family may already be speaking with a competitor.
Your follow-up process should include fast phone calls, helpful texts, email follow-up, and multiple touchpoints.
In hospice marketing, speed matters because the need is often urgent. The faster your team responds, the better chance you have of helping that family take the next step.
Get A Complimentary Hospice Visibility Review
If your hospice is not showing up when families search for care, you may be losing calls, referrals, and admissions to competitors.
The goal is not more clicks. The goal is more qualified calls, more referrals, more admissions, and clearer ROI.
Let Hospice Care Marketing show you where your hospice is visible, where leads may be leaking, and how to improve your online growth system.
Call now to start growing your census (877) 959-5849.