A home healthcare provider wanted to reach a specific yet often overlooked audience: individuals already caring for loved ones at home — whether elderly parents or family members — who were unaware that they qualified to receive compensation. With a mission to empower these unpaid caregivers, the client turned to Propellant Media for a data-backed digital advertising strategy that could deliver both education and conversion.
Key Challenge: The client needed to reach a unique audience: people already caring for loved ones at home who didn’t realize they could be paid for the care they were providing. These individuals weren’t searching for help — they didn’t even know help was available. That made traditional targeting methods ineffective. The challenge was to cut through the noise with a message that was clear, trustworthy, and emotionally resonant, while reaching an audience that didn’t even know they were the target.
On top of that, the campaign had to stay compliant with strict advertising guidelines on platforms like Meta. Messaging couldn’t overpromise or mislead, and with a multi-month flight, creative fatigue was a risk. The team had to balance clarity and compliance while keeping the content fresh and impactful — all without losing sight of the deeply personal nature of the campaign’s goal.
Process
Initial Assessment and Setup
The campaign began with a deep discovery process between the Propellant Media team and the client’s internal marketing department. Together, they identified key audience pain points, defined conversion goals, and mapped out behavioral and geographic signals that would help guide the targeting strategy. The goal was to build a campaign that could meet people where they were—physically and emotionally—while also providing a clear path toward conversion.
Key initial actions included:
- Geofencing high-opportunity locations where unpaid caregivers were likely to be, such as clinics, pharmacies, and community centers.
- Building audiences using third-party data segments that reflected the client’s ideal customer profile.
- Installing tracking pixels to capture site behavior and connect digital engagement with campaign performance.
Strategic Expansion
As the campaign gained traction, our team layered in additional targeting methods to increase reach and improve engagement quality. Rather than relying on a single tactic, the team created a multi-touch approach that captured attention across multiple platforms and user behaviors.
Expanded tactics included:
- Website retargeting to stay in front of users who visited but didn’t immediately convert.
- Interest-based targeting on Meta (Facebook and Instagram) to surface ads to new, qualified leads.
- Customized creatives that spoke to different pain points and user motivations, helping drive relevance and action.
Ongoing Optimization
To ensure consistent performance over the multi-month engagement, Propellant Media closely monitored results and made regular adjustments based on what the data revealed. This included managing platform compliance, minimizing ad fatigue, and keeping the message fresh.
Ongoing efforts included:
- Refreshing creative every 3–4 months to avoid fatigue and maintain engagement.
- Crafting ad copy that aligned with Meta’s advertising standards, steering clear of exaggerated or misleading claims.
- Fine-tuning audience segments and budget allocations based on real-time performance insights.
Key Deliverables
Propellant Media provided a full-funnel media strategy designed to reach, educate, and convert an underserved audience. The campaign’s success hinged not just on where ads appeared, but how precisely they were delivered and how well they aligned with user intent. Deliverables focused on both strategic setup and tactical execution:
- Hyper-targeted Programmatic and Meta Ads: Campaigns were designed to reach caregivers based on location behavior, interests, and intent — ensuring relevance at every stage of the funnel.
- Custom Audience Segmentation: Third-party data, geofencing, and retargeting were used to build rich, layered audiences across platforms.
- Compliance-Ready Creative Messaging: All ad copy and visuals were tailored to meet Meta’s advertising standards while still communicating urgency and opportunity.
- Performance Monitoring via Real-Time Dashboards: Tracking tools gave the client ongoing visibility into clicks, calls, and conversions.
- Creative Rotation Strategy: New creatives were introduced every 3–4 months to minimize ad fatigue and sustain strong engagement.
Outcome
Propellant Media’s collaboration with Broad-minded Media has yielded significant benefits:
- Expanded Service Offerings: Broad-minded Media has successfully integrated digital advertising into its service lineup, enhancing client value.
- Consistent Performance: Reliable campaign outcomes have built strong client trust and long-term relationships.
- Revenue Growth: The partnership has allowed Broad-minded Media to generate additional revenue streams through digital advertising services.
- Proactive Problem-Solving: Propellant Media has demonstrated the ability to navigate challenging campaign periods with innovative solutions.
Broader Impact
Beyond quantitative metrics, the partnership has:
- Fostered a culture of trust, collaboration, and continuous learning.
- Enhanced Broad-minded Media’s reputation as a comprehensive, forward-thinking agency.
- Provided ongoing support and education, allowing the agency to “earn while they learn” in the digital space.
- Created a fun yet professional working relationship focused on shared success.
Conclusion
This campaign demonstrated how Propellant Media translates strategic planning into measurable results. By combining geofencing, data-driven targeting, and platform-compliant creative, the team built a campaign that consistently delivered high engagement and qualified interest. The client gained clarity, performance insights, and a reliable pipeline of leads — all without compromising compliance or burning out their audience. It’s a clear example of how thoughtful digital execution can drive outcomes that matter to both the brand and the people they serve.
After taking over the Google Ads campaign, we were able to stay within budget and generate over 60 phone calls in a short period of time while maintaining a cost per lead of $60. Our team continued to optimize the campaign for the client before handing it back over to their team for full management and execution of the campaigns.
