How Mediahawk call tracking drove a 300% increase in care home enquiries from PPC

Pay-per-click (PPC) advertising is one of the most effective ways for care homes to generate high-intent enquiries. But without visibility into which ads, keywords, and campaigns are truly driving conversions, marketers risk wasting budget on underperforming strategies.

By implementing call tracking tools, care home marketers can gain a clear, data-driven view of their PPC performance and make smarter optimisation decisions that drive more enquiries and admissions.

Why call tracking is essential for PPC success

Care home enquiries are more likely to be made over the phone. This makes it essential to connect inbound calls to the PPC campaigns they originated from. Without call tracking, it’s impossible to know which ads are driving valuable enquiries – leading to a guessing game that wastes budget and impacts ROI.

Springup PR, a specialist agency for care homes, faced this challenge. They needed a way to accurately attribute calls to Google PPC ads, refine their targeting, and prove the effectiveness of their campaigns. By partnering with Mediahawk, they gained the insights necessary to fine-tune their strategy and dramatically improve results.

The strategy: Using call tracking to improve PPC performance

Here’s how Springup PR used call tracking to optimise their PPC campaigns and increase enquiries for care home clients:

1. Track calls back to specific ads and keywords

Springup PR implemented Mediahawk’s dynamic call tracking, assigning unique phone numbers to visitors based on their PPC source. This allowed them to:

• Identify the keywords, ads, and campaigns that were driving the most valuable calls.
• Compare PPC performance against organic and other digital channels.
• Eliminate wasted ad spend on low-performing keywords.

“Before using Mediahawk,” says Victoria Markianos, PPC Specialist at Springup PR. “We lacked visibility into which keywords were driving valuable calls. It was a guessing game that often left us uncertain about our ad effectiveness.”

“Before using Mediahawk, we lacked visibility into which keywords were driving valuable calls. It was a guessing game that often left us uncertain about our ad effectiveness.”
Victoria Markianos, PPC Specialist, Springup PR

2. Use Speech Analytics to assess call quality

Not all enquiries are equal – some calls lead to admissions, while others may be irrelevant. Speech Analytics helped Springup PR:

• Quickly evaluate call quality and intent.
• Identify patterns in successful enquiries.
• Pinpoint high-converting audience segments for future targeting.

“The ability to evaluate call quality through voice tagging has been a game-changer for us,” says Victoria.

3. Optimise campaigns in real time

With accurate call tracking data, Springup PR continuously refined their PPC campaigns. They could:

• Shift budgets towards the highest-converting keywords.
• Improve ad copy and landing pages based on call insights.
• Create custom audiences in Google Analytics 4 for retargeting high-intent users.

4. Prove ROI and drive better client decisions

For care homes, seeing the impact of their marketing investment is crucial. Call tracking enabled Springup PR to provide detailed, transparent reports showing:

• The exact number of PPC-driven enquiries.
• Call outcomes and conversion potential.
• Insights into customer behaviour and intent.

Adam James, Founder of Springup PR says, “The care homes we help can see exactly what calls they get from PPC, listen to them, and assess how well their team handles enquiries. That clarity is invaluable.”

“[With Mediahawk] the care homes we help can see exactly what calls they get from PPC, listen to them, and assess how well their team handles enquiries. That clarity is invaluable.”
Adam James, Founder, Springup PR

The results: A 300% increase in enquiries

Springup PR’s strategic use of call tracking delivered outstanding results. One care home client, Broughton House Veteran Care Village, achieved:

• 300% increase in inbound enquiries
• 47% uplift in admissions
• £900,000 in prospective annual revenue gains

Key takeaways: How to optimise PPC with call tracking

If you’re looking to maximise PPC success and increase care home enquiries, here’s how to do it:

• Implement dynamic call tracking: Attribute calls to specific PPC ads and keywords for accurate performance measurement.
• Use Speech Analytics: Analyse call intent and quality to refine audience targeting and messaging.
• Optimise ad spend based on data: Shift budget towards high-performing keywords and campaigns.
• Create custom audiences: Retarget high-intent callers with Performance Max campaigns in Google Ads.
• Measure and improve continuously: Regularly assess call tracking data to fine-tune PPC strategy and improve enquiry rates.

By leveraging call tracking and AI-driven insights, care home marketers can eliminate guesswork, increase conversions, and ensure their PPC budgets are delivering maximum impact.