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How Cardinal helped a home healthcare company reduce cost per lead 60%

Here are a few results of our treatment plan:

Blue Arrow Up 37,6%

increase in leads


reduction in cost per lead

Blue Arrow Up 100%

success meeting monthly new-admission rate

Abode Healthcare Company Overview

Abode Healthcare specializes in the highest quality holistic and individualized home health and hospice services, throughout the United States. Since 2012, Abode has been providing palliative care and support services, proudly maintaining a commitment to the highest standard of care in every community they serve

the problem

This being the company’s first formal digital marketing initiative, Abode identified Cardinal as an established agency with proven results, particularly in working with multi-location healthcare companies. The company ultimately decided to partner with Cardinal based on the agency’s reputation for developing and testing efficient lead-generation campaigns. This was crucial, because Abode needed to find a way to reach aggressive monthly goals for cost per lead and new patient admissions.

Digital Marketing Problem

the solution

Launch Paid Search and Establish Baselines

To reach Abode’s monthly goals for target cost per lead and new patient admissions , Cardinal created, launched, tested, and managed a series of Google paid search campaigns. Cardinal worked with the Abode team to integrate call quality tracking with these campaigns across the 11 states in which Abode operates. To successfully build-out and launch these campaigns, Cardinal completed extensive digital competitor research to establish realistic baselines, create unique landing pages (driving traffic there through the lead-generation ad campaigns), and offer “an optimized user experience”—all with the goal of generating increased brand awareness and steady contact growth.

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Dial in Cost Per Lead through ongoing optimization

In the first month of the new paid search campaign, Cardinal helped Abode maintain a cost per lead 60% lower than their intended goal. The campaign created 210 contacts and ten new patient admits in total. This was achieved by bidding up on the highest converting keywords, pausing low performing ads, and adding negative keywords on an ongoing basis.

During month two of the new paid search campaign, Abode saw another significant drop in cost per lead (24%), alongside a 37.6% increase in contacts. This was accomplished, primarily, by improving relevancy on broad-match keywords through negative keyword targeting, adding location to responsive search ads, and redirecting funds to lower-tier keyword themes.

In tandem with the delivering a successful paid search campaign, Abode still needed to improve lead quality. To get there, Cardinal helped the company enable call recording to more accurately understand which keyword themes were leading to admits and allowing Abode to adjust the budget accordingly. Overall, this kind of optimization allowed Abode to position themselves for even greater market expansion in the long term.


Providing home health care is an intimate service, requiring the utmost attention to the comfort and needs of each family served. Abode Healthcare prides itself on offering that “first-class care” to patients and their family members. They approached their newfound marketing venture with Cardinal from a similar perspective, making it a priority to convey their commitment to quality hospice care, connections to clientele, and the communities in which they serve.

By relying on Cardinal to guide efforts in the digital marketing realm, collect data, build, launch and manage paid search lead-generation campaigns, Abode saw an overall rise in traffic to the dedicated landing pages of each of their community brands.

Thanks to Cardinal’s heavy competitor research prior to launching the campaign, call recording, keyword integration, and ongoing adjustments throughout the engagement, Abode exceeded their target cost per lead (a 60% reduction), while increasing contacts 37.6%.

Blue Arrow Up 37,6%

increase in contacts


reduction in cost per lead

Blue Arrow Up 100%

success meeting monthly new-admission rate

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