How to Use Google Business Insights to Improve Your Home Care Marketing
When it comes to digital marketing for senior care, many home care agencies focus on setting up their Google Business Profile (GBP) and leaving it at that. But what if I told you there’s a powerful tool inside GBP that can help you understand your audience, fine-tune your marketing strategy, and increase client inquiries?
Google Business Insights helps home care agencies track performance, improve visibility, and attract more clients through data-driven marketing.
Google Business Insights gives you data on how people find your home care agency, what actions they take, and where improvements are needed.
If you're not using it, you're missing out on a major home care business lead generation opportunity. This guide will show you exactly how to use Google Business Profile Insights to improve your marketing and attract more clients.
What is Google Business Insights and Why Does It Matter?
Google Business Insights is a free analytics tool inside your GBP that tracks how potential clients interact with your listing. It provides data on:
How people find your home care business (Search vs. Maps)
What keywords they use to discover your services
What actions they take (Calls, website visits, direction requests)
How well your photos and posts are performing
This data helps you make informed marketing decisions, adjust your strategy, and improve client engagement.
💡 Example: A home care agency in Dallas used GBP Insights to find out most people were searching for "24-hour senior care near me." They optimized their profile and website for that keyword, leading to a 30% increase in calls.
Step-by-Step Guide to Using Google Business Insights for Home Care Marketing
1. Find Your Google Business Insights
To access your Insights:
Sign in to your Google Business Profile.
Click “Performance” on the left-hand menu.
Choose a date range (last 28 days, last 3 months, etc.).
Now, let’s break down the key metrics and how to use them to improve your marketing strategy.
2. Analyze How Clients Find You (Search vs. Maps)
Under the “How customers search for your business” section, you'll see:
Direct searches – People who searched for your business name.
Discovery searches – People who searched for general home care terms and found you.
Branded searches – People who searched for your business after seeing it elsewhere.
How to Use This Data:
If discovery searches are low, you need to improve your SEO and keywords to attract more organic traffic.
If most searches are direct, it means people already know you—but you may not be attracting new clients.
💡 Example: A home care agency in New York realized 80% of their traffic came from direct searches. They added more service-based keywords in their profile, increasing discovery searches by 45% in two months.
3. Check the Keywords People Use to Find You
Google Business Insights shows the exact search terms that brought visitors to your profile.
How to Use This Data:
If people search for "companion care for seniors", but your GBP only says “home care,” update your profile with more specific service-based keywords.
Optimize your website and content with high-performing search terms to improve home care business lead generation.
💡 Example: A senior care provider found that most people were searching for "dementia care near me" but their profile focused on “personal care.” After optimizing their GBP and website for dementia care, they saw a 25% boost in inquiries.
4. Track Customer Actions (Calls, Website Clicks, Directions)
Under “Customer Actions,” you can see:
📞 How many people called your business
🌐 How many clicked your website link
📍 How many requested directions
How to Use This Data:
If calls are low, add a “Call Now” button and a strong call-to-action in your GBP description.
If website clicks are low, update your GBP and add a compelling reason to visit your site.
If you get a lot of direction requests, consider running local ads or targeting that area more.
💡 Example: A home care agency noticed that calls peaked on Wednesdays. They started running mid-week Google Ads to take advantage of this trend and saw a 20% increase in leads.
5. Monitor Photo and Post Performance
The Photos and Posts sections in Insights show:
📷 How many times your photos were viewed compared to competitors.
📢 How many people engaged with your Google Posts.
How to Use This Data:
If your photos aren’t performing well, upload higher-quality images of caregivers, seniors, and daily activities.
If Google Posts have low engagement, experiment with different topics like FAQs about home care or client success stories.
💡 Example: A senior care agency in Miami found that photos with caregivers interacting with seniors got 3x more engagement than generic office photos. They updated their gallery, leading to a significant increase in profile views.
6. Compare Insights Over Time
Use the date range tool to track trends and see what’s working and what’s not.
How to Use This Data:
Compare month-over-month performance to see what marketing efforts are paying off.
Identify seasonal trends (e.g., more searches during flu season) and adjust services accordingly.
💡 Example: A home care agency saw more searches for “respite care” during the holidays. They launched a holiday respite care promotion and saw a 40% increase in bookings.
Get More Clients with Data-Driven Marketing
Google Business Insights is more than just numbers—it’s a powerful tool to refine your marketing strategy, attract more leads, and grow your business.
At Pardinus, we specialize in digital marketing for senior care, helping agencies use Google Business Profile tips for care providers to maximize visibility and increase home care business lead generation.
📞 Contact us today to optimize your Google Business Profile and turn data into real client growth!
