Connecting allied health services with people who need them.

Before working with X/O Digital, AHP Aged Care had no inbound digital marketing in place. They lacked visibility, lead generation channels, and a consumer-friendly digital presence that accurately reflected their service offering. Specific issues included:

• No lead generation from digital platforms
• No performance tracking or attribution setup
• Website lacked clarity for B2B and B2C messaging

Their goal was to build a lead generation ecosystem and grow their digital presence across paid media, SEO, and their web platform.

Meta & Google Ads Campaigns

We launched targeted Meta Ads campaigns directed at aged care providers and family decision-makers. Using relatable messaging and service highlights, Meta became a core lead driver.

Google Ads campaigns were developed around high-intent keywords such as “aged care physiotherapy” and “speech pathology aged care,” capturing search-based demand with tightly aligned landing pages.

Website Redevelopment

We rebuilt AHP Aged Care’s website to better communicate B2B services in a language that resonates with B2C audiences. Key improvements included:

• Simplified navigation and service clarity
• User pathways tailored to both professional referrers and family carers
• Faster performance and stronger CTAs

SEO & Tracking Foundations

We implemented a robust SEO strategy focusing on aged care service queries, while also setting up proper attribution tracking to evaluate channel performance.

Strategic Oversight (fCMO)

Our fCMO provided high-level strategic guidance, coordinated marketing activities with the sales team, and ensured consistent messaging across channels.

The results were a dramatic uplift across all key performance areas.

Key Performance Indicators:

• Meta Ads Leads: From 0 to 120+ inbound leads per month
• Google Ads Leads: From 0 to 40+ leads per month
• Website Overhaul: Transitioned from a static brochure site to a lead-generating platform serving both B2B and B2C audiences

A strategic roadmap showcasing key achievements across short-, mid-, and long-term initiatives. From stabilising ad performance and enhancing tracking to revamping website structure and preparing for advanced digital growth, each milestone reflects a step forward in driving measurable results and scalable success.

Short-Term Wins:

• Scaled Meta Ads from zero to over 120 leads per month by targeting aged care providers and families directly
• Launched Google Ads to generate an additional 40+ leads per month from high-intent searches
• Rebuilt the public-facing website to clearly communicate B2B services in a way that resonates with consumers

Mid-Term Gains:

• Positioned the brand to engage both B2B referrers and B2C audiences through tailored landing pages and campaigns
• Established strong SEO foundations to support long-term organic acquisition
• Introduced channel-level tracking and attribution to guide media spend and content strategy

Long-Term Plans:

• Expand presence nationally through location-based ad targeting and SEO
• Build out educational content to drive organic authority in aged care compliance and allied health
• Continue refining user journeys to increase conversion rates across both paid and organic channels
• Support internal hiring pipeline by integrating marketing with workforce growth goals

AHP Aged Care’s success shows the power of launching a full-funnel marketing strategy from scratch. With coordinated execution across paid media, SEO, and conversion optimisation, even highly specialised industries can unlock sustainable growth.