Five Good Friends closed a major call tracking gap and rebuilt its paid search program around funding stage milestones, turning invisible conversions into a measurable, scalable acquisition engine.
Five Good Friends is an Australian home care provider helping older Australians and people living with disability live independently, offering personal care, overnight support, domestic assistance, and NDIS-funded disability services
Five Good Friends operates in a category with two very different audiences and a conversion funnel that most PPC accounts aren’t built to see:
Government approval for aged care funding can also take several months, so campaigns optimised purely for form submissions were acquiring prospects who were a long way from becoming paying members.
Five Good Friends needed to grow conversion volume while reducing cost per conversion, and to do it by identifying prospects who already had government funding assigned rather than by chasing raw enquiry volume.
We rebuilt the account around four core pillars:
In under a year, Five Good Friends’ acquisition performance transformed:
Two in three aged care enquiries now arrive with government funding already assigned, rising to four in five for brand campaign enquiries, and the lead-to-enquiry conversion rate reached 71%.
Rebuilding tracking around funding-stage milestones surfaced that funded prospects converted at a dramatically higher rate than raw volume metrics had ever revealed, driving the reduction in cost per member.
Five Good Friends now has a measurement foundation built around what truly matters commercially, in one of Australia’s most emotionally complex and regulated healthcare categories, with a scalable framework to support continued growth across both aged care and disability services.
This case study has been successful in securing the following awards and accolades:
