Facebook ads for local businesses remain one of the most effective tools for reaching potential clients and customers.
But when it comes to care homes, the audience is unique, as the adult children of older adults are often the true decision-makers. These are the sons, daughters, and relatives who research, compare, and ultimately make enquiries on behalf of their loved ones.
To stand out and convert these high-intent users, care homes need a Facebook ads targeting strategy designed specifically for this demographic. Here’s how to use Facebook ads for home care and residential care marketing to reach the right people, build trust, and boost enquiries.
For assistance in managing your care home’s online presence, the Care Connect Marketing team is your ideal partner. We specialise in helping providers in the care sector market themselves effectively.
Understand Who Your Audience Is
When running Facebook ads for home care agencies or care homes, many marketers make the mistake of targeting older adults directly. In reality, your target audience is usually aged 40 to 65: the adult children, often women, who are balancing careers, families, and caring for elderly parents.
To reach them effectively:
- Create personas, like ‘daughter seeking dementia care’ or ‘son looking for short-term respite’
- Tailor your messaging to their mindset (empathy, reassurance, transparency, and trust matter most)
- Focus on their motivations (usually safety, dignity, and peace of mind for their parent)
Facebook’s targeting allows you to segment by age, gender, location, interests, and behaviours; the ideal toolkit for local care providers.
Use Precise Geo-Targeting for Local Visibility
For most care homes, residents come from within a 15 to 25km radius. This is where Facebook ads excel. Use radius targeting around your postcode or service area to ensure your ads appear only to families nearby.
You can refine this even further by layering filters, such as:
- Interests in elder care, dementia awareness, or NHS-related pages
- Behaviours that suggest caregiving (like ‘family caregiver’ or ‘interested in assisted living’)
- Job titles, like social worker, nurse, or case manager for B2B campaigns
If you run home care Facebook ads, radius targeting ensures your services reach families searching for nearby support (not people 100km away).
Craft Ad Creatives That Connect Emotionally
Your ads shouldn’t feel like marketing; they should feel like reassurance. High-performing Facebook ads for home care use relatable imagery and heartfelt copy that speaks to the emotional journey families face.
Some examples:
- Image ad of a daughter holding her mum’s hand with the caption, ‘Peace of mind starts with the right home care’
- Carousel ad that shows different aspects of your facility (such as the gardens, dining, activities, and care team)
- Video ad with a short clip introducing your team or a resident’s story (authenticity builds trust)
Tip: Include a strong yet gentle call to action, such as ‘book a visit’, ‘speak to our team’, or ‘download our family care guide’.
Build Trust Before the Click
Before a family clicks your ad, they’ll scan your name, headline, and image to decide whether or not to trust you. That’s why Facebook ads for home care agencies should:
- Use consistent branding (same logo, colour palette, and tone as your website)
- Feature real staff and residents rather than stock photos
- Include social proof (such as ratings, awards, testimonials, or inspection results)
When users feel confident that your ad represents a trustworthy local care provider, they’re far more likely to click and enquire.
Create Landing Pages Designed for Conversion
Once someone clicks your ad, the landing page must continue the conversion, not start it over. Avoid sending traffic to your homepage; instead, create a dedicated page focused on the ad’s message.
Your landing page should include:
- A clear headline that mirrors your ad text
- Photos of your care home, residents, and staff
- An easy-to-find enquiry form or contact number
- Downloadable guides or virtual tour links to encourage engagement
If you’re running home care Facebook ads, consider using separate pages for your individual services, as this helps users feel seen and understood.
Retarget Interested Families
Not every visitor enquires the first time. Retargeting (showing ads to users who visited your website but didn’t convert) can boost conversions dramatically.
Set up a Facebook pixel on your website to track visitors and re-engage them with helpful reminders like:
- ‘Still searching for the right home care? Book a visit today.’
- ‘Take a virtual tour and see why families trust us.’
Retargeting is one of the most powerful yet underused tactics in local business Facebook ads, helping nurture hesitant families until they’re ready to reach out.
Measure What Matters
Care homes often focus on vanity metrics, like reach or impressions. But what really matters are enquiries and conversions.
To track results effectively:
- Measure click-through rate (CTR) and cost per enquiry (CPE)
- Use Facebook’s Conversion API and your CRM to track which ads generate real leads
- Test different ad types (such as image, video, and carousel) and copy styles to refine performance
When done right, Facebook ads for home care agencies can become one of your top enquiry sources, often outperforming print ads or directories.
Choose Care Connect for Facebook Ads That Reach Your Audience
The adult children of older adults aren’t just your audience; they’re your opportunity to grow. With the right Facebook ads targeting strategy, emotional messaging, and conversion-focused follow-up, care homes can consistently reach the people who matter most and turn awareness into genuine enquiries.
At Care Connect Marketing, we specialise in helping care homes and home care providers use Facebook ads effectively, combining empathy-led creative with data-driven targeting to deliver real results. Contact us today to get your strategy in place.