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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:

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Legacy CallRail setup was suboptimal due to Care Advantage’s lack of knowledge about CallRail features

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High volume of job seekers clicking on ads intended for prospective patients

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Inflated lead counts caused by treating all inbound calls and form fills as patient leads

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Inability to confidently attribute paid search performance to real business outcomes

Without distinguishing between genuine patient opportunities and non-marketing calls, traditional metrics such as cost per lead significantly misrepresent campaign performance.

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:
      • Job seekers
      • Misdials
      • Existing patients
      • Non-marketing inquiries
  • 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

To further reduce wasted spend:

  • 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.

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The Results

Care Advantage
+61%

increase in marketing opportunities

–39%

reduction in cost per opportunity

Capital City Nurses
+231%

increase in marketing opportunities

–73%

reduction in cost per opportunity

These results reflect not only increased volume, but also dramatically improved marketing efficiency and ROI.

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

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Position2's deep expertise in paid search optimization for multi-location healthcare organizations

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CallRail's AI-driven call and form intelligence enables precise opportunity qualification

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A strategic shift from surface-level metrics to business-impact metrics

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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.

Ready to Accelerate Your Results?

Contact US