CASE STUDY
An Australian aged care provider boosts regional search visibility and leads.
Visibility matters for service-based businesses. For aged care providers, establishing presence on platforms like Google Search and Maps is the most effective way to ensure that families can find you. However, competing in localized markets can be quite challenging for your business.
Combining SEO and Google Ads is a scalable pathway to capture both immediate and organic traffic. This case study examines how an Australian aged care provider leveraged SEO and paid search to improve visibility and qualified traffic. With expert support from our digital marketing agency in the Philippines, the campaign demonstrated consistent results in the healthcare sector.
Source: Backlinko
An aged care service provider in Australia wanted to boost their visibility and attract leads. Together with our team, the campaign covered SEO optimization and Google Ads management using performance tracking tools:
In February 2026, the website generated 640 users and 1,168 views. Organic search was the leading traffic source, accounting for 218 sessions and 444 page views. Meanwhile, paid search drove 57 sessions, reinforcing the value of an integrated SEO and Google Ads strategy.
The aged care service provider struggled to rank competitively for high-intent keywords with a visibility of 36.24%. In addition, their Google Ads campaign showed inefficiencies.
While campaigns generated 17,827 impressions and 418 clicks, their conversions decreased from 38 to 27. The cost per click also increased to $3.60, indicating rising competition in paid search.
Another challenge involved user engagement, with a 46.39% engagement rate and a 53.61% bounce rate. This indicates that, while traffic was present, further optimization was needed to retain visitors. To address these gaps, the business partnered with our marketing agency in the Philippines for a more refined digital marketing strategy.
To address these challenges, the team deployed a multi-layered strategy combining SEO and Google Ads optimization.
The team focused first on improving rankings for high-intent keywords such as “aged care services” and location-based queries. This approach aligns with HubSpot’s finding that 3 out of 4 users don’t go past the first page of search results.
For more resources, here’s our guide on utilizing keywords and entities to your advantage:
Improvements in load speed and usability were made to enhance the overall user experience. This helped the website achieve an optimal health score, which would also attract leads who are more likely to convert with the service.
To further demonstrate, here’s how improving the site speed improves conversion rate by 1.9%:
Source: Cloudflare
Aside from improving search rankings, the team enhanced local visibility through Google Business Profile. This move capitalizes on consumer behavior, ensuring to get found faster locally among families and seniors seeking for their service.
Our team refined the ad campaign strategy by making precise target parameters to refine ad spend behavior. Simultaneously, adjustments were also done to drive higher engagement and improve the overall click-through rate (CTR).
Success in these areas is often measured against industry standards. For an aged care provider, the sector typically sees a mean CTR of 3.27% for Search campaigns and 0.59% on the Google Display Network (GDN).
To put these figures into perspective, you can review the industry-wide performance benchmarks in the infographic below:
Source: WordStream
Our team implemented unbeatable content strategies focused on high-intent keywords such as “aged care services” and location-based queries. This ensured alignment between user intent and landing page relevance. Through this structured SEO and Google Ads execution, the campaign created a balanced ecosystem of organic and paid performance.
Our digital marketing company in the Philippines implemented an integrated campaign to achieve these measurable outcomes:
Organic Search served as the primary driver of engagement. This channel brought in 147 users who generated 218 sessions and explored a total of 444 page views. In addition, our visibility score reached 36.24%, reflecting a strong presence across our priority keywords.
Through our keyword optimization strategy, 5 search terms ranked on Google’s first page:
Despite fluctuations on reach and clicks, CTR improved at 2.34%, showing keyword relevance and ad copy optimization.
Enhancing the site speed and usability strengthened the website health score of 86%. These technical fixes enabled visitors to access the site without friction.
The website also recorded 761 sessions and 640 users, reflecting a strong session-to-user ratio. This figure is further supported with the engagement rate of 46.39%, indicating interest with their service.
Balancing the immediate reach of paid search with the long-term authority of organic SEO establishes a reliable pipeline for high-intent leads. For this reason, our team focused with:
Results confirm that a structured approach can improve visibility in sectors like healthcare. This case study serves as a guide for businesses seeking to stabilize their digital marketing performance.
For businesses looking to replicate these outcomes, Syntactics, Inc. provides high-impact digital marketing services in the Philippines and worldwide. We deliver custom strategies tailored to your business goals. See how our expertise help you dominate search results today!
How do SEO and Google Ads work together?
SEO builds your business’s long-term visibility while Google Ads delivers immediate traffic for a sustained search presence.
How long does SEO take to show results?
SEO campaigns typically take 3 to 6 months to generate noticeable results, depending on competition, strategy, and website authority.
Is Google Ads effective for local services?
Yes, Google Ads is highly effective for targeting high-intent search needs to reach nearby customers who are ready to take action.
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