We helped Northern Illinois Hospice increase search visibility and generate more calls with a targeted, performance-driven Google Ads strategy
Northern Illinois Hospice partnered with Ad Vice Marketing to strengthen its presence in search and connect with more families seeking hospice and senior care services in the Rockford and DeKalb markets.
The Challenge
Northern Illinois Hospice needed to increase awareness and generate more inquiries for hospice and senior care services across the Rockford and DeKalb markets.
Prior paid search campaigns generated some engagement, but overall reach and call volume were limited.
The goal was to expand visibility, capture more relevant search traffic, and increase phone calls from families actively searching for hospice and senior care services.
Project Goals
Increase awareness in Rockford and Dekalb markets
Generate more hospice and senior care inquiries
Expand reach and capture high-intent search traffic
Drive more phone calls from families seeking care
What We Did
Ad Vice Marketing implemented a targeted paid search strategy designed to increase both visibility and lead generation in two primary markets (Rockford & Dekalb) with these key initiatives.
Expanded keyword targeting to capture more high-intent searches related to hospice and senior care
Optimized ad messaging to align with how families search for care services
Implemented Performance Max campaigns to expand reach across Google’s network
Focused on top-performing keywords in ad campaings to drive more engagement and conversions
Improved brand visibility for searches related to Northern Illinois Hospice
What Changed
By restructuring the account and aligning strategy with business objectives, we more than doubled conversion rate while significantly reducing acquisition costs.
Increased Search Visibility
Rockford
Previous Agency: 5,947 Impressions
Ad Vice Marketing: 33,515 Impressions
Improvement: 463% Increase
Dekalb
Previous Agency: 1,370 Impressions
Ad Vice Marketing: 4,361 Impressions
Improvement: 218% Increase
Increased Website Engagement
Rockford
Previous Agency: 1,187 Clicks
Ad Vice Marketing: 4,291 Clicks
Improvement: 261% Increase
Dekalb
Previous Agency: 255 Clicks
Ad Vice Marketing: 698 Clicks
Improvement: 174% Increase
Increased Google Ad Phone Call Conversions
Rockford & Dekalb
Previous Agency: 123 Phone Calls
Ad Vice Marketing: 535 Phone Calls
Improvement: 335% Increase
Why the Campaign Worked
Several factors contributed to improved marketing performance.
Broader keyword targeting captured more search demand
Strategic use of Performance Max to expand reach
Strong brand presence in search results
Continuous optimization around high-performing keywords
The campaigns captured more families actively researching hospice and senior care options, resulting in significantly more engagement and calls.
The Results
By expanding search visibility and optimizing campaigns around high-intent keywords, Ad Vice Marketing helped Northern Illinois Hospice connect with more families seeking care services.
These results demonstrate how a strategic, data-driven paid search campaign can significantly increase engagement and inquiries for healthcare providers.
Key Outcomes
463% increase in Rockford impressions
261% increase in Rockford clicks
335% increase in phone calls
Strong increase in brand visibility in search results
Build a Smarter, Performance-Driven Search Strategy
Most search strategies leave opportunity on the table.
With the right structure, targeting, and ongoing optimization, paid search can do more than generate traffic, it can consistently produce high-quality leads and meaningful business outcomes. Results will always vary, but the upside of a well-executed strategy is clear.
Let’s explore what that could look like for you.