SUCCESS STORY
CD Choices - Private Pay
.webp)
.webp)
CD Choices is a nonprofit organization that helps individuals and families navigate care on their own terms through flexible, consumer-directed home care services. Their Private Pay program gives families more control over who provides care, when care is delivered, and how support is managed.
.webp)
The Challenge
CD Choices wanted to increase awareness of its Private Pay home care services while driving qualified inquiries from individuals and families actively exploring in-home care options. To support those goals, DCW aligned the strategy around two priorities:
· Reaching high-intent users who were actively considering care options for themselves or a loved one
· Driving measurable lead volume while tracking performance beyond the initial form submission
The Approach
· Launched a Meta campaign across Facebook and Instagram to reach users with relevant Private Pay home care messaging
· Tested multiple creative themes, including post-hospital care, direct hire support, sandwich generation caregivers, and informal pay messaging
· Monitored performance by platform, geography, and creative to identify the strongest conversion-driving segments
· Matched completed form fills back to media source data to better understand lead quality and downstream conversion impact
The Results
488
Completed form fills
475
Matched records
71
Closed converted outcomes in Q3
60
Closed converted outcomes matched back to media source
