7 Questions to Ask When Choosing a PPC Agency

When you're looking to partner with an agency for your care home or home care marketing, there are a few obvious questions you might be tempted to start with. You’ll likely want to know about price, the services they offer, and whether they can deliver the results you need. But if you stop there, you could be missing the bigger picture and end up with disappointing outcomes that cost you both time and money.

As an agency specialising in care marketing, we’ve seen countless providers face challenges after choosing the wrong partner. From hiring someone outside the sector to working with a budget agency that doesn’t understand the nuances of care, these decisions can have long-term implications, not just for your occupancy or client base, but for your overall reputation and growth trajectory.

In this article, we’ll walk you through the 7 key questions you should ask any agency before signing a contract. These are designed to help you look beyond surface-level promises and focus on what truly drives sustainable success.

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1. Can They Demonstrate Proven Results with Similar Organisations?

Many care providers become cynical about PPC, not because it doesn’t work, but because they’ve previously chosen agencies that promised the world and delivered very little. Often, the person who built the website is handed the PPC reins, or a generalist agency is hired with no real experience in care.

If an agency showcases results in completely unrelated sectors like fashion, tech, or travel, or if their skill set doesn’t extend specifically to care marketing, that’s a red flag. There’s a significant risk they won’t understand the unique needs and dynamics of the care sector, or
how to drive meaningful results.

You want an agency with a proven track record of delivering real outcomes in care specifically in areas like private client acquisition, occupancy growth, and lead generation. A reputable agency should be able to show examples of success with similar organisations, facing similar challenges, in similar environments.

The key takeaway:
It’s not about pretty ads or lead volumes, it’s about real, measurable outcomes: high-quality leads, more move-ins or weekly hours, and long-term growth.

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2. Do They Truly Understand the Care Sector?

It’s tempting to save on costs by choosing a generic digital marketing agency or even an individual that isn’t specialised in the care industry, but the complexity of the care sector demands specialist knowledge. Whether it's the wide variety of care types and options, each service has its own sensitivities and audience.

If an agency doesn’t know your industry inside and out, they won’t be able to design campaigns that resonate with your target audience. The questions that families ask when considering a care home are often emotional, personal, and deeply nuanced. An agency unfamiliar with those intricacies is likely to misstep in ways that can cost you both in terms of wasted ad spend and missed opportunities.

The key takeaway:
Choose an agency that lives and breathes care marketing. They should have sector-specific insights and be able to speak to the nuances of your business from managing family emotions to the ever-changing landscape of care regulations.

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3. What Is the Agency’s Process for Running Campaigns?

We’re not talking about: “Have a chat, set up some ads, check in next month.”

You need a bulletproof process because care marketing is not a set-and-forget exercise. constantly evolving, changing, and updating which requires management and an approach and strategy that fits like a glove. 

Ask:

• How are leads tracked and followed up?
  
  
• What happens if performance dips or enquiries slow down?
  
  
• How does the agency identify bottlenecks in the journey from enquiry to conversion?
  
  
• How do they feed insights back to your internal team?
  
  

A robust process should not only optimise campaigns but help you identify sales or operational issues affecting conversion. In fact, we’ve had care organisations come to us disheartened from working with other agencies, only to realise what they had before was, to put it mildly, basic.

The key takeaway:
You’re not just buying ads, you’re buying a system for consistent growth. Make sure your agency can clearly explain theirs.

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4. How Do They Measure Success?

Some agencies still focus on vanity metrics, clicks, impressions, and cost-per-click. But for a care provider, success should be measured in outcomes that actually impact your business: high-quality leads, move-ins, admissions. 

A reputable agency will talk about ROI, conversions, and actionable data. They’ll show you how to track leads, measure the effectiveness of your campaigns, and ensure that your marketing efforts are contributing directly to your business goals.

The key takeaway:
Success is about conversions not just traffic. Make sure the agency has a clear system for tracking success in terms that matter most to you: occupancy and quality leads.

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5. How Do They Collaborate with Your Team?

One of the most common frustrations we hear from providers is a lack of collaboration. Some agencies operate in silos they generate leads, but leave your team to figure out the rest. That disconnect can reduce results and frustrate everyone involved.

You want an agency that acts like an extension of your team. That means regular communication, clear responsibilities, and a deep understanding of how your internal processes work.

The key takeaway:
You need collaboration, not just communication. The agency should help bridge the gap between lead generation and conversion, working with you every step of the way.

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7. How Transparent Are They with Reporting and Results?

Lastly, transparency is key. How often will you get updates? What type of reports will they provide? How easy is it to understand the data and draw actionable insights?

The best agencies are fully transparent about the performance of your campaigns. They don’t just send you numbers, they explain what’s working, what isn’t, and how they’re adjusting the strategy to get better results. A good agency will also ensure you’re in the loop about any changes to your campaign or the overall marketing strategy.

The key takeaway:
Transparency is vital for trust. Your agency should offer clear, actionable reports and be open about campaign performance.

Conclusion: Choosing the Right Partner is About More Than Price

When considering a marketing agency, it’s easy to focus on the contract length, price, or even personal rapport. However, these factors alone won’t guarantee the success you need for your care home.

It’s not about finding the cheapest option it’s about finding a growth partner who will get the results you need, is easy to work with, and understands the specific nuances of your sector.

If you want an agency that delivers the best possible results for your care home, focuses on quality conversions, and offers a collaborative approach, then make sure you ask these questions. If they can’t answer confidently and with experience, it’s time to keep looking.

If you'd like to have a conversation with us at Prosperwell about how we do things differently, from strategy to results, we’d love to hear from you. Book a discovery call, and let’s see if there is a possibility of working together for your marketing and sales goals.

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