Home Care Client — Case Study | Hit Your Mark Media
Client Growth Case Study
From ground zero to a proven growth engine.
How a national home-care provider built a digital marketing machine — and saw it pay off in under 90 days.
Client
Confidential · Home Health Care
Industry
In-Home Care · New York
Engagement
Launched Feb 2026 · NY Pilot
Reporting Window
First ~90 Days
The Headline
Results that arrived ahead of schedule.
We projected this program would mature over a 90-day ramp. By the end of that window, the numbers weren't just on track — the highest-value ones were accelerating.
$21,990
Attributed Revenue
web leads · Mar–May
11.7×
Return on Ad Spend
$1,830 spend · Apr–May
4.0×
Blended ROI
incl. all services
227
Inquiries Generated
first 90 days · via HubSpot
01
The Client
A trusted home-care brand, rebuilding its marketing function from the ground up.
Who They Are
Established in care. New to digital.
The client is a multi-location in-home care provider with offices across New York City and Long Island — and a national footprint spanning several additional states. Trusted and well-reviewed, they had simply never invested in digital marketing at scale.
A marketing department rebuilt from ground zero
The team sat empty for months before new leadership — including an SVP of Growth and an enterprise sales lead — came on to rebuild strategy and direction.
Four New York offices, two distinct goals
Some locations needed client acquisition; others needed caregiver and nurse recruitment — each requiring a different funnel.
A board-level pilot
New York was chosen as the proving ground. Succeed here, and the model would roll out across every market in the portfolio.
HubSpot already in place
An existing CRM gave us the rails to track exactly where every inquiry came from and how it converted — closing the loop on ROI.
02
The Challenge
Prove that digital marketing can move the needle — in one of the most competitive markets in the country.
What They Needed
High stakes, dense market, and a demand for proof.
The pressures
Brutally competitive NYC search
Only three local listings win the "Map Pack." Ranking takes sustained, expert effort.
Multiple locations, overlapping radii
Each office holds authority for only a 2–3 mile radius in a dense metro — demanding smart prioritization.
No existing digital foundation
Listings, content, and campaigns all had to be built and optimized essentially from scratch.
The mandate
Crystal-clear ROI
The CEO and CFO needed to see real performance measures — not vanity metrics — before scaling nationally.
Two funnels at once
Generate qualified client inquiries and a steady flow of caregiver applicants from the same engine.
A repeatable, scalable model
Whatever worked in New York had to be documented and ready to replicate market by market.
03
The Strategy
A full-stack retainer engineered around local search, content, paid demand, and disciplined follow-up.
What We Built
One monthly engine. Every channel pulling together.
A flexible month-to-month retainer covering the work that compounds — paid search, paid social, local SEO, content, and reporting — plus two custom landing pages built to convert high-intent traffic.
2 Google Ad campaigns / mo
Local, high-intent search driving clicks & calls
2 Social (Meta) campaigns / mo
Full-funnel lead-gen & recruitment
GBP optimization & backlinking
20–30 authoritative citations / mo to win the Map Pack
2 researched blogs / mo
Keyword-driven editorial, published & shared
Monthly newsletter via HubSpot
Nurtures the growing contact database
Managed consulting & reporting
Planning, analysis & performance reviews
Full-Stack Monthly Retainer
All channels · one team
+ One-time build: Two custom landing pages — Memory & Dementia care and Hospital-to-Home transitions — built as the dedicated conversion destinations for paid campaigns.
How It Works
The playbook behind the numbers.
5–8
Keywords per location
Targeting real service variations — memory care, elder care, senior care, home care — to climb local rankings.
2
GBP listings, prioritized first
Concentrate effort on the highest-opportunity offices to prove the model, then expand.
3·2·1
Lead follow-up method
Every inquiry: 3 follow-ups, across 2 channels, with 1 time-sensitive FOMO offer.
4
Content streams, one calendar
Blogs, social, HubSpot newsletters, and ads — coordinated, with the client's local insight woven in.
The unlock
Every channel feeds HubSpot, so each inquiry is traced from its source — a social campaign, a Google ad, an organic search — all the way to a closed sale. That's how a "marketing experiment" became a measurable, defensible ROI story for the board.
What We Promised
Honest expectations, set on day one.
We don't sell hype. Here's the realistic forecast we put in front of leadership before a dollar was spent — a 90-day ramp on volume metrics, building toward a first-year revenue goal.
25–30
Inquiries / month
Web + phone, by the end of the 90-day ramp.
400–800
Site clicks / searches
Conservative for a market this competitive.
5–8%
Realistic lead conversion
Cold web traffic to living-room visits.
2–3
New clients / month
Post-maturation, dependent on sales follow-up.
$4–5K
Avg. annual profit / admit
Net profit per admit — not gross revenue.
$50–60K
First-year ROI target
Year-one goal · fully scalable thereafter.
The honest part
We flagged up front that the often-quoted "49% conversion" is unrealistic for cold web traffic. A grounded 5–8% is the real number — and the beauty of this model is that once a cost-per-acquisition is established, more budget buys more customers. Linear, predictable, scalable growth.
04
The Results
~90 days in — engagement, visibility, and revenue all climbing together.
Traffic & Engagement
More visitors — and far more of them taking action.
Volume grew, but engagement grew faster. The actions that matter most jumped nearly three times the rate of raw traffic.
+11.8%
Active Users
vs. previous period
+20.5%
Total Site Actions
vs. previous period
+28.9%
Key Events
the high-value actions
What it means
Over 82% of traffic arrives through paid and organic search working as a pair — paid drives the volume, organic earns the attention, with visitors spending nearly 4 minutes on the site. The audience isn't just bigger; it's more ready to act.
Search & Local Visibility
Owning the searches that lead to a phone call.
9.4%
Avg. Organic CTR
near double-digit — exceptional
#1.0
Avg. position, Tamarac
Boston posting 61.2% CTR
310
GBP interactions
from the local listing
Google Business Profile — high-value actions
Website clicksdirect from search
94
Phone callstap-to-call
89
Mobile viewsshare of all views
78%
What it means
With 78% of views on mobile and calls nearly matching clicks, families are finding the client in the moment they need care — and reaching for the phone. The local-search foundation is doing exactly its job.
Revenue & ROI
The number the boardroom wanted.
Web leads converted into real, attributable client revenue — and the monthly trajectory is accelerating, not flattening.
Monthly attributed revenue
March1 client
$489
April2 clients
$5,972
May3 clients
$15,529
Return on ad spend
11.7×
~$1,830 spend · $21,501 revenue · Apr–May
Blended ROI (all-in)
4.0×
total program investment · same period
Projected vs. Actual
How reality measured up.
Metric
We Projected
Actual · ~90 Days
Lead conversion rate
5–8% (cold web)
10–11% (paid) ahead
Inquiries generated
25–30 / mo (~80 / 90 days)
227 inquiries 2.7× ahead
Revenue-generating clients
2–3 / mo post-ramp
4 active clients on track
First-year ROI
~$50–60K (Year 1)
$21,990 & climbing ~40% of Yr 1
Cost per inquiry (all-in)
~$30 paid-lead benchmark
~$23 / inquiry beating
The takeaway
In roughly one quarter — much of it still inside the 90-day ramp — the program has already reached about 40% of its first-year ROI target, with May alone delivering $15,529. And with 227 inquiries at a blended ~$23 cost per inquiry, the pipeline feeding that revenue is deep. At this trajectory, the original $50–60K year-one goal isn't a ceiling — it's a checkpoint.
The model is proven. Now we scale.
New York was the pilot. With a documented playbook, a defined cost-per-acquisition, and a revenue engine already accelerating, the same machine is ready to roll out market by market.
New York · Pilot ✓Market 02Market 03Market 04Market 05Market 06
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