This case study explores how our team partnered with a New York-based home care agency, to evolve their digital acquisition strategy from surface-level lead generation into a data-driven referral-growth engine. By building a HIPAA-compliant first-party signal infrastructure and deploying custom offline conversion tracking across Google Ads and Meta, we unlocked full-funnel visibility and optimization precision. The outcome: a 145 % increase in referral volume, a 62 % improvement in Lead-to-Referral CVR, and a 28% reduction in cost per referral - proving how advanced signal engineering and cross-platform data integration can deliver scalable results even in regulated healthcare environments.
This client helps New York residents access state-funded programs such as CDPAP, Pediatric Home Care, and NHTD, enabling families to be paid to care for their loved ones. The organization serves as the critical link between individuals and government healthcare initiatives.Before engaging with us, their paid search program generated consistent leads but offered limited transparency into which keywords drove qualified referrals. They also had no paid-social presence, relying exclusively on Google Ads with minimal optimization beyond lead form submissions.
The Clients previous setup struggled to scale profitably due to:
Limited visibility: Only basic lead tracking - no attribution to qualified referrals.
Low conversion efficiency: A modest Lead-to-Referral rate constrained ROI.
Single-channel dependency: No presence on Meta Ads and overreliance on CDPAP-focused Google campaigns.
Role-based user permissions for enhanData compliance barriers: Tracking solutions needed to adhere to strict HIPAA standards.ced security and control
CRM complexity: Their bespoke healthcare CRM lacked native ad-platform integrations, requiring custom development for data synchronization.
Achieve full-funnel transparency by connecting CRM-qualified referral data back to both Google Ads and Meta Ads.
Increase referral volume while maintaining or lowering cost per referral.
Diversify programs beyond CDPAP into Pediatric Home Care and NHTD.
Ensure complete HIPAA compliance across all data-collection and transmission processes.
Despite these challenges, our data-engineering improvements and compliance-first framework ultimately enabled seamless, end-to-end visibility and optimization across both platforms.
Period | Ad Spend | Leads | Referrals | Cost/Referral | Lead/Referral CVR |
|---|---|---|---|---|---|
Jan '24 | $55,944.28 | 910 | 78 | $717.23 | 8.57% |
Jan '25 | $99,083.30 | 1,372 | 191 | $518.76 | 13.92% |
Overall Impact (Google + Meta):
+145% increase in qualified referrals
–28% reduction in cost per referral
+62% improvement in Lead-to-Referral CVR
We achieved a major lift in referral performance while expanding into new service lines and maintaining full HIPAA compliance - proving that regulated industries can still scale through intelligent data design.