Freelance Google Ads & Meta Ads For Home Care Services
Elderly care, childcare, home cleaning: advertising should bring you families from your service area, at the moment they look for help for someone close to them.
Google PartnerSuperMalter (top 10%)61 five-star reviews on Malt and LinkedIn100+ clients
Home Care In The EU, In Numbers
Elderly care, childcare, cleaning: each service has its own calendar. Two activities as Eurostat measures them, then the month when each service is searched for most on Google.
Elderly And Disability Care
NACE code 88.10
Social work activities without accommodation for the elderly and disabled
92,635companies in the EU
Eurostat publishes no final figure for this country.
16.7 people per company on average
Most searched month: October
Child Day-Care
NACE code 88.91
Child day-care activities
45,237companies in the EU
Eurostat publishes no final figure for this country.
10.2 people per company on average
€17.5 billion in turnover
Most searched month: March
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 88.10 and 88.91, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 62412 and 6244, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 624120 and 6244, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 62412 and 6244 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 8810 and 8891 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: SingStat, Annual services and manufacturing statistics, Singapore, establishments 2024, SSIC code 881 (Singapore Standard Industrial Classification 2025), data updated on 4 March 2026, retrieved on 16 October 2026. An establishment is a site: a company with 3 sites counts 3 times. Own-account workers (hawkers, stall holders, freelancers, taxi drivers) are not counted. See the table. Each card uses the Singapore classification line or lines whose official title fits entirely within its NACE code; where there is no exact match, the card says so. Contains information from “Key Indicators By Detailed Industry In All Services Industries, Annual” accessed on 16 October 2026 from the Singapore Department of Statistics, which is made available under the terms of the Singapore Open Data Licence version 1.0.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from October 2025 to September 2026.
Elderly Care
Childcare
Home Cleaning
100500
Elderly CareHome CleaningChildcare
OctNovDecJanFebMarAprMayJunJulAugSep
Most searched month: elderly care in October, childcare in March, home cleaning in October. Home Cleaning: October brings 3.2 times the searches of December.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from October 2025 to September 2026, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “home care”, “carers”, “live in care”, “domiciliary care”, “nanny”, “babysitter”, “childminder”, “nanny agency”, “cleaners near me”, “house cleaning”, “domestic cleaner” and “home cleaning services”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Elderly Care
Childcare
Home Cleaning
October 2025
100
83
100
November 2025
75
67
40
December 2025
60
64
31
January 2026
76
78
38
February 2026
68
64
38
March 2026
76
100
48
April 2026
68
63
41
May 2026
64
68
41
June 2026
67
63
40
July 2026
61
63
44
August 2026
61
72
42
September 2026
72
77
42
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Elderly Care “carers”€2.08 to €7.05
Childcare “nanny”€1.11 to €4.40
Home Cleaning “cleaners near me”€1.25 to €4.29
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
20 minutes · No commitment · 100% confidential
Home Care Services · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
Your audienceHome Care ServicesUnited Kingdom · 9 apps · 5 moments
GGoogleIllustration
home care
SponsoredYYour brandHome Care · Your BrandA carer near you, on your schedule. First visit at home.
MaGoogle MapsIllustration
Y
SponsoredYYour brandHome Care · Your BrandAgency · covers your areaCallWebsite
YYouTubeIllustration
Time back for you, every weekAd · Your brand
Up nextA day with a home carer
SponsoredHome Care · Your Brand
DDiscoverIllustration
Time back for you, every week
YYour brand · SponsoredHome Care · Your Brand
MGmailIllustration
YSponsoredYour brandHome Care · Your BrandA carer near you, on your schedule. First visit at home.
WWebsites and appsIllustration
Time back for you, every weekYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
A carer near you, on your schedule. First visit at home.
Time back for you, every week
Home Care · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
Time back for you, every week
Learn more→
CChatGPTIllustration
how do I find home care for an elderly parent?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandHome Care · Your BrandA carer near you, on your schedule. First visit at home.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
12,100searches a month for “home care”, in the UK
Searches a month in your industry, in the UK
“home care”12,100
“nanny”9,900
“cleaners near me”14,800
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from October 2025 to September 2026, estimated and rounded by Google, pulled on 14 October 2026.
They look for a place near them and compare options on the map. Your ad shows your address and phone number, beside, above or below the search results.
4 networkswhere location assets can show your address: the Search Network, the Display Network, YouTube and Google Maps
Where Your Ad Appears
Search results on Google Maps
Maps app
Search Network, with your address and phone number
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. Among them is a home childcare network whose Google Ads campaigns I optimised. My standard stays the same: ads that speak the way families speak, and measurement that follows each request all the way to the contract. I work directly with you.
The 3 Paid Media Projects For Home Care Services
A Framework That Reassures Families
In France, some activities, such as childcare below an age set by ministerial order, need an approval based on quality criteria (article L. 7232-1 of the Labour Code). In Spain, private services for dependent people need accreditation from their autonomous community (Law 39/2006, article 16). Shown clearly, this framework reassures families.
The Person Who Searches, The Person Who Receives Care
A son for his mother, parents for their child: the person who searches decides for someone close. Ads speak to the person who decides, and the page reassures them about the person who will come to the home.
Your Service Area
A family looks for help close to home. Targeting follows your service area and, in a network, each request should reach the branch that covers its address.
The Method, Applied To Home Care
1
Audit By Service And Area
Real searches for each service in your area, local competition and the demand calendar.
2
Messages That Reassure
Tax credit, approval, accreditation: accurate ads about your status, approved with you before anything runs.
3
Campaigns By Service
One campaign for elderly care, one for childcare, one for cleaning, targeted on your area or on each branch's area.
4
Measurement To The Contract
From the click to the call or quote request, then to the signed contract when you share it with me.
They Support Families, I Optimised Their Campaigns
★★★★★
Très bonne collaboration avec Théo sur l'optimisation de nos campagnes Google Ads. Son expertise en SEA nous a permis d'améliorer significativement les performances (meilleure rentabilité et trafic plus qualifié). Professionnel, réactif et clair dans ses recommandations, je le recommande.
Frequently Asked Questions From Home Care Services
Can My Ads Mention A Tax Credit Or Public Funding?
Yes, when it applies to your clients. In France, article 199 sexdecies of the General Tax Code gives families a tax credit equal to 50% of the expenses, up to a yearly cap, when they use a registered provider. In Spain, article 17 of Law 39/2006 provides a regular cash benefit linked to the purchase of a care service, when access to a public or contracted service is not possible. Your ads follow your exact status.
When To Launch Childcare Campaigns?
Before the peak: the calendar above shows that in the UK, childcare is searched most in March. Campaigns ramp up a few weeks before.
How To Run Campaigns For A Network Of Branches?
My recommendation is to give each branch its own campaign, service area and budget, inside one account. The network keeps an overall view, and each branch follows its own requests.
Can Advertising Also Help Recruit Carers?
Yes. On Meta, a job ad must be declared in a special ad category, with more limited targeting options. So I prefer separate recruitment campaigns, with their own page and their own measurement, so that the budget to find families and the budget to recruit are each read on their own.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About The Families You Support
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
