If you’re a hospice provider wondering whether digital ads are worth the investment, you’re not alone. Many agencies ask the same question: “Do Facebook and Google ads really work for hospice?”
The answer? Yes, but only when done right.
When implemented with strategy, empathy, and compliance, digital ads can be one of the most powerful tools in marketing for hospice providers. They can increase visibility, generate qualified inquiries, and help you reach families who are actively seeking care or who will be soon.
Let’s break down how both platforms work, the results you can expect, and how to avoid common pitfalls in hospice advertising.
Why Advertising Works in Hospice – Even in a Sensitive Industry
Hospice care is a highly emotional, high-trust service. Families often feel overwhelmed, confused, and unsure where to turn. That’s where digital ads step in—not to sell, but to gently guide.
Google and Facebook allow you to:
- Reach people at the moment they need care (Google)
- Stay top-of-mind for future decisions (Facebook)
- Educate, inform, and build trust before they ever call
And unlike traditional outreach methods, ads are scalable, trackable, and targeted.
Google Ads for Hospice: Capture High-Intent Searches
Google Ads are the #1 way to get in front of people who are actively searching for hospice services in your area.
Why they work:
- You’re meeting families exactly when they’re looking
- You can appear at the top of search results instantly
- You only pay when someone clicks on your ad
Best practices for Google ads for hospice:
- Target keywords like “hospice near me,” “home hospice care,” and “end-of-life care in [city]”
- Use emotional, supportive copy (e.g., “Caring Support When You Need It Most”)
- Send traffic to a dedicated landing page, not your homepage
- Use call tracking and lead forms to measure real results
When set up correctly, Google Ads can deliver qualified inquiries within days, not months.
Facebook Ads for Hospice: Build Trust and Awareness
Unlike Google, Facebook is a platform for relationship-building. Most people scrolling Facebook aren’t searching for hospice care—but they may need it soon or know someone who does.
What Facebook ads can do:
- Keep your agency top-of-mind in the local community
- Share educational content to reduce fear and confusion
- Reconnect with website visitors who didn’t convert (retargeting)
- Humanize your brand through team spotlights, testimonials, and stories
Best practices:
- Use real photos (with permission) and emotionally resonant copy
- Promote helpful blog posts (e.g., “When to Consider Hospice for a Loved One”)
- Run “Meet the Team” or “What to Expect” video ads
- Retarget website visitors with gentle reminders to reach out
Facebook works best when layered with other efforts, like SEO, content, and email nurturing.
How Much Should Hospice Providers Spend on Ads?
Ad budgets can vary depending on your market size and goals, but here are general guidelines:
- Google Ads: $1,000–$3,000/month minimum for smaller markets; more for larger cities
- Facebook Ads: $500–$1,500/month for ongoing awareness and retargeting
- Landing page + tracking setup: One-time setup costs may apply for proper tracking, call forwarding, and form integrations
The key is consistency. One-time ad bursts rarely work. A monthly, well-optimized campaign will bring better results over time.
Common Mistakes to Avoid
Unfortunately, many providers give up on digital ads because they tried it once and it didn’t work. Often, the problem isn’t the platform, it’s the approach.
Avoid these common mistakes:
- Sending ad traffic to a generic homepage
- Using pushy or clinical language
- Running ads without conversion tracking
- Choosing an agency that doesn’t understand hospice
- Ignoring HIPAA compliance (e.g., collecting PHI without safeguards)
With the right guidance and messaging, digital ads can feel supportive—not salesy—and deliver meaningful ROI.
Real Results: What You Can Expect
At Hospice Care Marketing, we’ve run ad campaigns that have helped hospice providers:
- Double qualified inquiries in 90 days
- Increase admission rates by improving follow-up
- Gain visibility in competitive markets
- Build stronger local awareness with minimal ad spend
The secret? A compassionate strategy backed by real hospice expertise, not generic “healthcare” marketing.
Want to See If Ads Will Work for You?
If you’re ready to explore whether Google Ads or Facebook Ads could help your hospice grow, we’d love to show you what’s possible. We specialize in marketing for hospice providers—and we only work with mission-driven agencies ready to serve more families.
Schedule a Free Strategy Call or call us at (877) 959-5849
Let’s grow your census one family at a time.