Brightwater Care Group
Helping Brightwater connect with families through improved search visibility and efficient paid media campaigns.
87%
Reduction in cost per conversion across Google Ads campaigns.
470%
Increase in conversion volume through Google Ads.
131.8%
Increase in average engagement time of website visitors year-on-year.
Client
Brightwater Care Group
Website
Timeframe
Ongoing
Industry
Aged Care
The brief
Brightwater Care Group approached us with a clear challenge: to stand out in an increasingly competitive aged care industry. Their goal was twofold. First, they wanted to improve their visibility in organic search, making it easier for prospective clients and their families to discover Brightwater's services. Second, they wanted to drive qualified enquiries through paid campaigns focused on their core offerings: Home Care, Residential Aged Care, and Disability Services.
With competition high and search intent often tied to critical, time-sensitive decisions, Brightwater needed a digital strategy that would increase awareness, demonstrate trust, and connect with people at the right moment, whether they were researching care options online or ready to take action.
Our solution
To boost organic visibility, we developed "Content Hubs" for each of Brightwater's main service areas. These hubs serve as central repositories for both evergreen and topical content, allowing users to easily navigate and explore services. We regularly create new content and refresh existing pages to ensure Brightwater stays relevant and authoritative in search results, capturing both high-intent and informational queries.
On the paid media side, we run highly targeted Google Ads campaigns designed to reach audiences actively searching for aged care and disability services. By structuring campaigns around core services, using precise keyword targeting, and optimising landing pages for conversion, we ensure that every click is an opportunity to connect with prospective clients and their families.
How we helped
Working with Lemonade Digital has been a rewarding experience for Brightwater. From the outset, the Lemonade team took the time to understand who we are, the people we support, and the unique approach required for the aged care and disability sectors. Lemonade didn't just apply a one-size-fits-all approach; instead, they invested the effort to align their SEO and SEM strategies with our broader organisational goals, ensuring their work truly reflects Brightwater's values and long-term mission.
Morgan Eales Marketing Manager
Building visibility through content hubs
Our organic search strategy for Brightwater focused on making their core services highly discoverable while providing meaningful, engaging content for prospective clients and their families. We started by optimising their service-level pages for search, ensuring each page clearly communicated the value of Home Care, Residential Aged Care, and Disability Services. From there, we built dedicated "Content Hubs" for each service area, creating a central space to house both new content and refreshed existing pages, so users could easily explore and find the information they needed.
The results highlight the impact of this approach. Average engagement time for website visitors grew by 131.8% year-on-year, showing that users were not just arriving on the site, they were exploring, engaging with content, and spending more time understanding Brightwater's offerings. The content hubs provided a structured, trusted environment for families to learn and make informed decisions, driving sustained organic performance.
One of Lemonade's greatest strengths has been their flexibility. They've adapted their methods and recommendations to suit Brightwater's evolving needs, always balancing best-practice digital strategies with a genuine sensitivity to the nature of our services. Whether it's been refining our paid search campaigns or enhancing organic visibility, Lemonade has worked collaboratively with us, ensuring every initiative is purposeful and aligned with our operational realities.
Morgan Eales Marketing Manager
Driving more enquiries with smarter campaigns
On the paid media side, our focus has been on turning search intent into action. Since taking over Brightwater's Google Ads account three years ago, we've optimised campaigns around the core service areas, refined targeting, and continually tested messaging to improve conversions.
By refining Brightwater's paid search strategy, Lemonade achieved a $5.75 cost per conversion, making campaigns more than 7× more efficient than they were when we first took over the account. Overall conversion volume has increased by 470%, demonstrating that paid media has become a highly efficient and reliable channel for driving enquiries and connecting prospective clients with the services they need.
Most importantly, Lemonade has empowered Brightwater to understand performance and make informed decisions with their flexible reporting structure and tailored insights. Instead of overwhelming us with data, Lemonade has tailored their reporting to be meaningful and practical for our organisation, setting us up for sustainable digital success.
Morgan Eales Marketing Manager
