Care Advantage
+61%
increase in marketing opportunities
–39%
reduction in cost per opportunity
Client overview
Care Advantage and Capital City Nurses are leading providers of in-home care services across the Mid-Atlantic region. Operating multiple brands and locations, both organizations rely heavily on inbound marketing — particularly paid search — to attract new patients while also managing significant recruitment demand for caregivers.
This dual audience created a complex marketing challenge: how to accurately measure true patient demand while filtering out high volumes of job-seeker inquiries.
The Challenge
When Position2 began working with Care Advantage, several issues limited marketing effectiveness and visibility:
Legacy CallRail setup was suboptimal due to Care Advantage’s lack of knowledge about CallRail features
High volume of job seekers clicking on ads intended for prospective patients
Inflated lead counts caused by treating all inbound calls and form fills as patient leads
Inability to confidently attribute paid search performance to real business outcomes
The Solution
Position2 implemented a comprehensive, data-driven optimization strategy with CallRail as a foundational technology partner.
CallRail cleanup & best-practice implementation
- Audited and restructured the existing CallRail instance
- Reconfigured tracking to align with CallRail best practices
- Added all associated brands and locations to a unified tracking framework
- Enabled accurate attribution across paid search and other inbound marketing channels
Advanced paid search attribution
- Implemented a process to pass Google Click IDs (GCLIDs) into the patient management system
- Enabled the technical foundation for full source-to-close attribution for Google Ads
AI-powered opportunity qualification
- Leveraged CallRail’s AI to analyze inbound calls and form submissions
- Automatically segmented true paid marketing opportunities from:
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- Job seekers
- Misdials
- Existing patients
- Non-marketing inquiries
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- Replaced “Cost per Lead” with Cost per Marketing Opportunity as the primary KPI
This shift enabled Position2 to optimize campaigns based on real patient demand, rather than vanity metrics.
Funnel protection from job seekers
- Redesigned websites to clearly separate employment paths from patient intake paths
- Created extensive negative keyword lists to promote patient-focused ads with specificity
- Continuously refined paid search campaigns to prioritize high-intent patient queries
Scalability for All
We cater to businesses of all sizes, from Fortune 500 companies to startups, helping them achieve their unique growth goals.
The Results
Capital City Nurses
+231%
increase in marketing opportunities
–73%
reduction in cost per opportunity
Creative & campaign innovation
In addition to performance optimization, Position2‘s creative team developed a holiday-themed video used in Google Ads campaigns to enhance engagement and brand affinity.
This creative asset complemented the refined targeting strategy and supported increased conversion efficiency during a competitive seasonal period.
Why it worked
Position2′s deep expertise in paid search optimization for multi-location healthcare organizations
CallRail’s AI-driven call and form intelligence enables precise opportunity qualification
A strategic shift from surface-level metrics to business-impact metrics
Tight alignment between media, creative, analytics, and operational realities
Conclusion
By combining Position²'s paid media and conversion optimization expertise with CallRail's advanced tracking and AI capabilities, Care Advantage and Capital City Nurses transformed their inbound marketing from a lead-generation engine into a true growth driver. This approach is repeatable, scalable, and highly effective for healthcare organizations managing multiple locations, brands, and competing audience intents.