If you work in care, you have probably heard of PPC or Google Ads, but just in case you haven’t, here is a quick explanation. PPC stands for Pay-Per-Click, a type of online advertising where you only pay when someone clicks your ad. It is a simple but powerful way to appear in front of people at the exact moment they are searching for help, advice or a care provider.

But here is the thing. Not every valuable lead will click an ad today and call you tomorrow. And if you are not using PPC at all, you might be missing out on more than you realise.

The real strength of PPC lies in how it supports every stage of the decision-making journey, not just the final click. Families researching care options rarely make decisions overnight. They might start by searching “best care homes near me” weeks or even months before they are ready to get in touch. Along the way they compare providers, read reviews and try to understand what good care really looks like. If your care home is not visible during these early stages, you are invisible to the very people who might choose you later.

At the top of the funnel, PPC helps build awareness. According to HubSpot, Google Ads can increase brand awareness by up to 80%. That means even if someone does not click right away, your name and message are seen, remembered and trusted over time. Mid-funnel remarketing campaigns can reinforce that sense of familiarity, reminding families that you are still there and ready to help when the time is right. By the time they are ready to enquire, your care home already feels like a familiar, reliable choice.

And when it comes to return on investment, PPC performs exceptionally well. HubSpot also reports that Google pay per click ads have the highest ROI of any digital channel at 200%. In other words, for every pound spent, businesses typically see two pounds in return.

So, are you missing out? If your care home is not using PPC strategically, the answer is very likely yes. Every day you are not showing up for families at the moments that matter, competitors are. When PPC is used well, it can make your home visible, trusted and top of mind so that when families are ready to enquire, you are the one they choose.

Because sometimes the most important clicks are not the first ones.