Taking Care is the exclusive provider of personal alarms for Age Co (the trading arm of Age UK). Together, they offer a range of monitoring solutions designed to help older adults maintain their independence while providing peace of mind for their families.
Their product offering is primarily split into three categories based on lifestyle and mobility needs:
| Lead Volume | CPL Reduction | Conv. Rate | Total Cost |
|---|---|---|---|
| +101% | -55% | 1.51% | -11% |
Taking Care & AgeCo faced a high-cost search landscape with a Cost Per Lead of £234. With a legacy conversion rate of just 0.81%, the account was struggling to scale profitably against rising competition.
We stripped out wasted spend by auditing thousands of non-converting terms and restructured the account to separate high-intent queries from broad research-based searches.
We collaborated closely on landing page improvements and A/B testing. By optimising trust signals and CTAs, we boosted the conversion rate from 0.81% to 1.51%.
Immediate removal of informational “keyword bleed.” Total cost decreased by 11% without sacrificing core lead volume.
Restructured campaigns to align with user intent and began testing new landing page variations to solve the conversion bottleneck.
Leads increased by 101% as the Cost Per Lead plummeted from £234 to just £103.
“Profoundry took over Google Ads + Bing Ads account in October 2022. Since then they have achieved a raft of wins including reducing spend by 17%, bringing CPA down by 25% and increasing revenue 12%. Col and Alex are always on hand to offer up-to-date expertise and advice on PPC trends and developments. Happily recommend them to any e-commerce brand looking for expert management.”
Efficiency in the care sector requires a two-front battle: surgical Search Restructuring to cut waste, and Landing Page CRO to maximise the value of every visitor. The result is a 101% lift in leads on a leaner, healthier budget. By nearly doubling the conversion rate and cutting the CPL by 55%, we fundamentally changed the profitability of the entire account. We didn’t just spend less; we made the budget twice as effective.
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