Meta lead ads tuned for caregiver hiring, $8–$15 per qualified applicant.
Indeed CPL is up 40% year over year and quality keeps dropping. Good CNAs and HHAs scroll Facebook and Instagram, not job boards. We build persona-specific Meta lead ads, route applicants to the AI caregiver chatbot inside 60 seconds, and book the interview before they close the app. $750/mo plus your ad spend, or bundled in the Engine.
Your next CNA is on Facebook between shifts, not refreshing Indeed.
Indeed is where people look when they're already job-hunting. Facebook is where caregivers live. We meet them mid-scroll, in the feed they're in anyway, with creative built for thumb-stop.
per qualified caregiver applicant on Meta, vs $30+ on Indeed Sponsored, before you've screened a single one.
With 77% caregiver turnover industry-wide (HCAOA), your hiring funnel is the #1 growth lever. We make it cheaper at the top and tighter at the bottom.
We disqualify 70% before your phone ever rings.
Every lead answers 8 questions inside the Meta form. Fail any hard gate and they're routed out, not into your inbox.
Facebook ads for family-side acquisition almost never work in home care.
Adult children searching for mom's care are on Google with intent, not scrolling reels. If an agency pitches you Meta for client leads, ask to see the CAC. We won't run that play. Facebook is for caregiver recruiting; Google & SEO are for families. Different funnels, different tools, no overlap.
The second they submit, the chatbot is already texting them.
Every qualified lead flows straight into our AI screening chatbot, SMS within 60 seconds, conversational re-qualification, calendar link delivered, interview booked on your team's calendar. Median time from ad click to booked interview is under 4 hours.
How it works
Three steps. Service-specific. No generic funnel diagram.
Build CNA / HHA personas
Hourly wage, shift type, certification state, geography, prior-role tenure. Each persona gets its own ad set tuned to where caregivers actually scroll.
Launch Meta lead-form campaigns
In-feed lead forms with pre-filled name + phone, geo-targeted to a 25-mile radius from your office. Routes directly to the AI screening chatbot.
Interview-booked in under 4 hours
Chatbot pre-screens via the 8 disqualifying questions, books the qualified applicants directly into your calendar. Indeed-only agencies wait 14 days.
Pricing
Honest pricing, no SaaS bait-and-switch.
Same retainer covers everything: SEO, Ads, AI receptionist, missed-call SMS, AI caregiver chatbot, review automation, monthly reporting. No per-call fees, no per-lead surcharges, no "starter package" that leaves out the things that actually drive results.
Starter
For agencies getting started.
- Full AI Lead Engine
- SEO + Google Ads
- $500 setup, waived if signed in 7 days
- 30-day notice to cancel
- Founding pricing locked for life of engagement
Engine
Standard going-forward retainer.
- Full AI Lead Engine
- SEO + Google Ads
- $1,000 setup
- Quarterly strategy review
- Annual prepay, 2 months free
Receptionist-only
If you only want the AI capture layer.
- AI receptionist 24/7
- Missed-call text-back
- Review automation
- $250 setup
- No SEO or Ads, you bring the traffic
Questions home care owners ask
How is Meta lead ads cheaper than Indeed for caregiver hiring?
Two reasons. First, Facebook’s targeting is sharper, we can show ads to people in CNA/HHA Facebook groups, in specific zip codes, with the right interest signals, who aren’t even on Indeed yet because they’re still passively employed. Indeed’s targeting is job-title match plus geo, which means you’re bidding against every agency in your county for the same desperation-driven clicks.
Second, the lead form lives inside Facebook with profile pre-fill, submission takes under 30 seconds, no landing page, no friction. Conversion rate is 3–5× what a landing-page funnel does on the same traffic. Lower CPM, sharper targeting, higher conversion rate, that’s how the math gets to $8–$15 per qualified applicant.
Should I shut down my Indeed posts if I run Meta?
No. The clean stack is Meta as your always-on top-of-funnel at $50–$150/day plus Indeed turned on as a burst channel when you have a sudden vacancy to fill in 48 hours.
Indeed is still useful when you need volume of bodies fast. Meta is the channel that builds you a steady pipeline of qualified applicants over time. They serve different jobs. Most agencies should run both, not one.
What ad spend should I budget?
Most agencies land between $50/day and $150/day, meaning $1,500–$4,500/mo to Meta on top of the $750/mo management.
$50/day buys you roughly 5 qualified applicants/week in most markets. $150/day pushes that to 12–15. There’s diminishing return past about $200/day in most mid-sized markets, the audience gets saturated and CPL climbs. We’ll tell you on the audit call what spend makes sense for your specific market size and current hiring throughput.
Does this work for rural agencies?
Yes, often better than in metros. Rural counties have less ad competition, meaning lower CPM, and the local Facebook groups for caregivers are smaller but tighter-knit, meaning higher trust on the ad creative.
The caveat is volume. In a county with only 50,000 people, you might max out the audience after $40–$60/day, meaning we’ll budget you a smaller monthly spend rather than burn dollars hitting the same 200 people three times a day.
What does the lead form actually ask?
Four questions that filter for fit without scaring people away. Certification held (CNA, HHA, PCA, or none yet, checkbox). Do they have reliable transportation. Which shifts are they available for (day, evening, overnight, weekends, multi-select). Which zip codes they can work in (multi-select from your service area).
That’s it. Name and phone pre-fill from their Facebook profile. We don’t ask for work history, references, or anything that takes more than 30 seconds, the chatbot handles the deeper screening after submission, when they’re already engaged.
Will this work without the AI caregiver chatbot?
Honestly, no, or not well. Meta will hand you 50–60 lead forms a week at $10 a piece, and if those leads sit in a manual triage queue for 24–72 hours before you call them, you’ll hit the same 14-day ghost problem everyone else has and burn the ad spend.
The pipe (Meta ads) and the response system (AI chatbot + calendar booking in under 4 hours) are one product. We’ll run Meta as a standalone service if you have a fast in-house triage process, but most agencies don’t, which is why we usually recommend running them as a paired stack.
Should I run Facebook ads to families too?
Almost always no. Family-side home care leads are intent-driven, the adult daughter searches Google when mom’s situation gets urgent. That’s a search problem, owned by Google Ads, LSAs, and SEO. Facebook ads to families typically run $80–$150 per lead with tire-kicker quality.
Narrow exceptions: very rural markets where Google search volume is too thin, brand-new agencies with no SEO authority needing short-term volume, or paid-promotion of free guides like VA Aid & Attendance that feed nurture. Outside those three, put the family-acquisition budget into Google, not Meta.
What does “persona-specific creative” mean in practice?
Separate ad sets for CNA, HHA, PCA, and companion-care, each running different creative tuned to that role.
A CNA scrolling past sees an ad with the hourly wage stated upfront, day and night shift options shown, the counties you serve named, and a real photo of caregiving in a home. The copy speaks to her certification and what makes a good hospital-to-home transition shift. A PCA scrolling past sees something different, the wage scale she qualifies for, the lighter-touch companion-care work, the flexible hours.
Generic “join our caregiving team” ads with one lifestyle photo running to all caregiver roles at once is what gets you $30+ CPL. Persona-specific creative is what gets you to $8–$15.