Case Study for HCR Manor Care

Improving Leads and Efficiency Using Budget Bid Strategies


Gemini’s client ProMedica Senior Care (formerly HCR ManorCare) has more than 350  locations that are supported by individually managed paid search campaigns, each of  which requires a unique monthly budget based on facility size and capacity.

To efficiently  manage the client program while driving results, Gemini needed to find a solution that  could manage budget pacing, optimize bids based on the budget and lead goals, and  drive high-quality leads.

Streamlining With Precision

Gemini created budget plans with bid strategies that allowed the team to implement optimizations at scale instead of manually editing each campaign. Gemini also added auction-time bidding to help our team more efficiently manage budgets and make real-time bid adjustments to help drive more leads.

Less Time, More Leads

With the new, advanced systems in place, Gemini is able to more efficiently manage spend, and with the addition of auction-time bidding, the team exceeded its annual lead goals three months ahead of schedule. Plus, every campaign’s year-over-year lead volume increased—some by more than 100%—while cost per action (CPA) decreased by 40%.

The Results

Streamlined manual complexities for 350 location campaigns allowing us to implement optimizations at scale.

100% Increase

In lead volume year over year

3 Annual Goals

Reached three months early

40% Decrease

In Cost Per Acquisition (CPA)

ProMedica Senior Care

(Formerly HCR ManorCare) Is a not-for-profit, mission based provider and part of the ProMedica Health System. It cares for people nationwide, providing the highest quality health care services, and researching, evaluating, training and implementing the care programs that work toward the highest practicable level of well-being for patients and residents.

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