Care home marketing, delivered on bamboo
bamboo is how we deliver care home marketing: Google and Meta campaigns written from your CQC profile, landing pages, every enquiry logged and a weekly rank against every home nearby. Start free, or have our team run it for you on Stalk at £950 a month plus VAT and ad spend. Our PR team adds the national and local press that makes families trust the name.
Helping care providers grow. Everything bamboo does, in 1:42.
Berkley Care Group · Social care
238
articles in a two-year national media story, with BBC and ITV broadcasts.
Read the case studyGoodOaks Homecare · Social care
59
pieces of coverage for an unpaid carers campaign, with 40+ regional titles via the Press Association.
Read the case studyHilton Nursing Partners · Social care & public affairs
29
local authority and NHS stakeholders engaged after three Better Care Fund roundtables.
Read the case study
Your team
Frames from a real campaign we ran for Berkley Care Group. William Walter leads the team; Alice West runs the media and political work for our care clients.
Addressing the reception, House of Lords
The short answer
Last updated
Care home marketing is the work of getting a home chosen: found when a family searches, trusted when they read about you, and answered fast when they enquire. It is measured in enquiries, viewings and move-ins, not impressions.
Families choose under strain. In a 2018 survey of 1,000 people for the Care Quality Commission, 52% named choosing a care home among their three most stressful life decisions (CQC, February 2018).
At Bridgehead it runs through bamboo, the software we built from our PR work. bamboo runs the ads, landing pages, enquiry log and local ranking that turn a search into a booked viewing, free to start or run for you on Stalk at £950 a month plus VAT and ad spend. Our PR team then earns the coverage that makes a care group the name families already know. For the step-by-step version, see our care home marketing plan.
How it is delivered · owned
The way we deliver care home marketing: Google and Meta campaigns from your CQC profile, hosted landing pages, every enquiry logged, and a weekly rank against every comparable home nearby. Free to start; Stalk is £950 a month plus VAT and ad spend.
See the fifteen tools and the pricingAlongside bamboo · earned
National, regional and trade press, campaigns and awards, run by our team. For Berkley Care Group that meant 400 pieces of coverage across 64 outlets.
See the Berkley resultsIntroducing bamboo
Fifteen tools in one place, from the first ad to the review that follows the visit. Start free, see your local rank in under ten minutes, and upgrade when you're ready. See how it works as care home marketing software or home care marketing software.
01
Google and Meta ads from your CQC profile. Nothing spent until you approve.
Hosted, fast and matched to the search that found you.
Every enquiry logged against the campaign that won it, with cost per enquiry.
02
Your local rank against every comparable home, recomputed every week.
CQC-registered homes near you, confirmed as rivals.
A weekly sweep of what is written about you, and about them.
03
Every platform in one place, with replies drafted for you.
What could hurt you, ranked weekly, with what to do about it.
Your press, compiled into a book with a public link.
04
Brief it on the news, approve the draft, send.
The journalists, editors and producers your news goes to.
A monthly note to families, drafted from a few lines.
05
Fixes ranked by what stops families finding you.
Whether ChatGPT, Gemini and Perplexity name you when families ask.
Awareness days and anniversaries, each with a post idea.
Example data
Example data
Example data
Example dataRunning a group?
One hub for every location.
Every home ranked side by side, with its own reviews, coverage, competitors and website audit, rolled up at group level.
Ad spend is paid directly to Google and Meta. bamboo never marks it up.
Shoot
Free
No card. One campaign and one hosted landing page a month, plus your local rank.
Stalk
£950 a month + VAT + ad spend
Stalk is where our team builds and runs the campaigns, optimises weekly and writes a press release a month. Every tool, no limits, cost per enquiry from your ad accounts, and up to 3 hours a month of website changes. Ad spend on top, three-month first term. Grove adds Press for £1,500 a month more (£2,450 in all): two to three pieces of coverage a month, secured for you.
Case study · Berkley Care Group
Twelve award-winning homes across the West Midlands and the South of England. The brief was occupancy, recruitment and retention. We built a pipeline of resident-led stories, and in March 2024 one penguin visit landed BBC News, ITV and the Daily Mirror in the same week.
DA 95
Monkey business at Leamington Spa care home birthday party
DA 90
Penguins break the ice and bring joy to care home residents
DA 94
Penguins visit care home to give OAPs a dose of pet therapy
DA 74
Care home raises a glass to new gin inspired by residents
Westminster · Sep 2025
22 MPs and parliamentarians took the Virtual Dementia Tour and the Speaker visited. We also drafted Berkley's dementia strategy.
Oct 2025 to Mar 2026
A gin made with residents and Sky Wave Distillery: 11 pieces across 9 outlets and 21 social assets.
Portcullis House · Jun 2025
Co-chaired by Sojan Joseph MP with twelve sector leaders. We wrote the 14-page report that followed.
“Bridgehead have transformed our online presence by securing extensive coverage across the local, national, and trade media. I enjoy working with Will and his team and couldn't recommend them highly enough.”
*Sum of each outlet's published audience, counted once per outlet (Bridgehead Coverage Builder, September 2026). Coverage dated May 2022 to March 2026.
Measured in move-ins
Four numbers, read every month. A campaign that lifts traffic but not occupancy has not worked, and we will say so. bamboo logs every enquiry and its source for you; we help you close the gap from there.
01
Enquiries
By channel: search, ads, press, referrers, walk-ins.
02
Enquiry to viewing
How many families you answer fast enough to meet.
03
Viewing to move-in
Whether the visit matches what the marketing promised.
04
Cost per move-in
The number your board cares about, and the one we report on.
What we do
Each line below runs through bamboo. On Shoot you drive it yourself; on Stalk our team does it for you. PR is the one line our team does outside the software.
National, regional and trade coverage, built from resident stories, campaigns and awards. The work that made Berkley a name families recognise.
Case study · Berkley Care Group238 articles in a two-year national media story, with BBC and ITV broadcasts.Google Business Profile, local SEO and answer-engine visibility, tuned to your catchment. bamboo audits the site and ranks the fixes.
Google and Meta campaigns written from your CQC profile, approved by you, with cost per enquiry. Our team runs them on the Stalk plan.
Pages that answer a worried family's real questions: fees, care types, what a day looks like. bamboo hosts campaign pages in seconds.
Every review answered and every risk seen first, alongside your quality team so nothing goes out that CQC would question.
Local search, paid social and employer brand for the rota. Empty beds and empty shifts are the same problem from two directions.
Catchment-led demand and a warm, reassuring brand for families choosing a permanent home for a relative.
Marketing that speaks to higher-acuity needs and the clinical reassurance families and discharge teams are looking for.
Home care marketing works street by street. Clients and carers come from the same few postcodes, so local search, referrer relationships and employer brand carry more weight than a national campaign. bamboo ranks a home care agency against its local rivals the same way it ranks a care home, writes the local campaigns, and logs every client enquiry, so it is the same software and the same £950 a month Stalk plan for a home care branch as for a care home.
Case study · GoodOaks Homecare59 pieces of coverage for an unpaid carers campaign, with 40+ regional titles via the Press Association.Part of our wider care sector practice, which spans PR, policy and crisis as well as marketing.
Go deeper
For care homes
Headland Care Consulting: condition-specific care frameworks
Premium homes win on clinical capability as much as lifestyle. Headland, founded by Dr Sheel Mehta and William Walter, designs consultant-led frameworks for cancer, dementia, diabetes, heart disease and stroke, and published Beyond Lifestyle with Bridgehead.
FAQs
You start from how families actually decide. Most enquiries begin with a local search at a moment of crisis, so the work is local visibility, a website that answers a worried family's real questions, and a fast, human enquiry response. We build all three around your catchment and measure it in move-ins, not clicks.
Locally, and where families already look: Google search and Maps ads on care terms near your homes, Meta ads to adult children within driving distance, and a landing page that matches the search. We do it in bamboo, which writes those campaigns from your CQC profile; nothing is spent until you approve them, and on Stalk our team runs them for you.
It wins attention, then turns it into viewings. At Bridgehead the local search, ads, pages and enquiry handling run through bamboo, our software, either in your own hands or run by our team on Stalk, with PR that gets your homes into the press alongside.
Yes, and we started there. For Berkley Care Group our PR team secured 400 pieces of coverage, including BBC News, ITV and the Daily Mirror, in support of occupancy, recruitment and retention across twelve homes.
By occupancy. We track enquiries, the enquiry-to-viewing rate, viewings-to-move-ins and cost per move-in, not impressions or vanity reach. A campaign that lifts traffic but not your occupancy has not worked, and we will say so.
bamboo starts free. Stalk, where our team runs it, is £950 a month plus VAT and ad spend, with the ad spend paid directly to Google and Meta with no mark-up. Groups of five or more homes pay £95 a home. Add Press for £1,500 a month plus VAT (£2,450 in all, as Grove) and we secure two to three pieces of coverage a month on top of the monthly press release. Wider agency PR and marketing retainers are scoped to the number of homes and the goal; we quote after a strategy call.
Home care is won street by street and sold to the client and their family at home, often after a hospital discharge. Referrers and local search matter more, and carer recruitment runs alongside client acquisition from day one.
bamboo is care home marketing software built by Bridgehead, and the way we deliver care home and home care marketing. It writes your Google and Meta campaigns from your CQC profile, hosts the landing pages, logs every enquiry and ranks you weekly against every comparable home nearby. It is free to start, and Stalk, where our team runs it, is £950 a month plus VAT and ad spend.
Yes. Workforce is the binding constraint on this sector, so we run dedicated carer-recruitment campaigns, local search, paid social and employer brand, alongside the occupancy work. Empty beds and empty rotas are the same problem from two directions.
Always. We work in lockstep with your quality team so messaging is accurate and CQC-sensitive, and we write for families making a hard decision about someone they love, with the dignity that deserves.
Keep exploring
A working plan template, step by step.
Be found by self-funders searching today.
Win clients, referrers and carers, run on bamboo.
The Top 20 care home groups, ranked and charted.
Speak with us
Thirty minutes with a partner. We'll tell you whether we can help, what the work would look like, and what it's likely to cost, before either of us commits to anything.
