Case Study: Bluebird Care
FSE Boosts Enquiries for National Home Care Brand.
58% Calls up by
105% PPC Enquiries
26% Website Traffic
FSE Boosts Enquiries for National Home Care Brand.
Bluebird Care is one of the UK’s leading home care providers, with more than 200 franchises. Their West London, Oxfordshire, Bristol and Bath offices came to us with two key challenges: poor local search visibility and underperforming PPC campaigns. Their premium service and strong reputation were not being reflected in their online performance, which meant wasted ad spend and low-quality leads.
The Opportunity
We identified that the business needed a stronger digital strategy to generate consistent, high-quality enquiries. This required improvements across both SEO and PPC, supported by better conversion journeys.
The Solution
On the SEO side, we carried out targeted keyword research focused on high-intent terms such as live-in care Richmond and dementia care Kensington. We then built dedicated landing pages for each service and location to capture relevant search traffic more effectively. The site structure and metadata were optimised to improve visibility, and Google Business Profiles were fully enhanced to strengthen local presence. To boost trust signals, we implemented review schema, and we also consulted on UX and conversion best practice during their new site launch to maximise enquiry rates.
For PPC, we consolidated multiple ad accounts to create a more efficient structure with better data insight. We developed tailored campaigns and ad groups for each franchise territory and focused spend on top-converting keywords while eliminating wasted budget. The ad copy was rewritten to highlight strong USPs such as CQC outstanding ratings, and advanced audience targeting was introduced to attract the right kind of leads. We also developed dedicated landing pages to increase conversion rates and improve ROI.
The Results
The campaign led to stronger local visibility and a significant uplift in enquiries across all four territories. Paid media spend became more efficient, focusing on quality leads rather than just volume. This improvement in lead quality translated into better conversion rates and a measurable increase in return on investment. Bluebird Care rated our performance 10 out of 10.
“Working with FSE Digital has been a fantastic experience. Our SEO performance has significantly improved, the working relationship is seamless, and the transparency around both SEO and PPC has never been better.”
— Mel Fairchild, Operations Director
