Rockaway Home Care, a New York based home care provider, was investing heavily in marketing but lacked clear alignment between marketing performance and actual business outcomes. Leads were coming in, but leadership had limited visibility into what truly drove referrals and admissions, the metrics that actually impact revenue.

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Great Bear Marketing was brought in to solve one core problem:

Make marketing accountable to admissions, not just leads.

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The Challenge:

• High lead volume, but inconsistent admission rates
• No clear attribution between campaigns and actual admits
• Cost per admit was rising despite consistent spend
• Marketing data & KPI's in relation to day to day business goals was murky at best

The Bottom line: Marketing looked “busy,” but there was no clear indication it was profitable.

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Our Approach

1. Redefining Success Metrics

We rebuilt the measurement framework from the ground up and shifted focus from Cost Per Lead → Cost Per Admit

• Defined conversion benchmarks at every stage, creating a clean, cohesive funnel:

• Lead → Qualified Lead → Referral → Admission

This allowed us to identify exactly where breakdowns were happening.

2. Comprehensive Visibility & Tracking

We implemented a closed-loop system that connected:

• Ad platforms (Google, Meta)
• CRM and intake data
• Backend admissions data

This enabled:

• True campaign-level attribution to admits
• Real-time performance insights beyond surface metrics
• Smarter budget allocation based on actual ROI

3. Funnel Optimization at Every Stage

Instead of just optimizing ads, we optimized the entire revenue pipeline:

Top of Funnel (Lead Generation)

• Refined targeting and intent signals
• Improved messaging to pre-qualify higher-intent users
• Reduced low-quality lead volume

Mid Funnel (Lead → Referral)

• Identified drop-off points in intake process
• Improved speed-to-contact and follow-up workflows
• Aligned messaging between ads and intake teams

Bottom Funnel (Referral → Admit)

• Analyzed admission bottlenecks
• Worked with internal teams to improve conversion efficiency
• Prioritized channels driving higher admission rates

4. Data-Driven Budget Allocation

With full-funnel data in place, we:

• Scaled channels producing efficient referral rates, not just cheap leads
• Cut spend on campaigns that looked good on CPL but underperformed on referrals and admits
• Continuously reallocated budget based on real-time performance

The Results

Within a short optimization window, Rockaway Home Care saw:

• 30% increase in admissions driven by marketing
• 37% decrease in Cost Per Admit
• Significant improvement in lead quality and conversion rates
• Clear visibility into which channels and campaigns actually drive revenue

Why It Worked

Most agencies optimize for front-end metrics.

We optimized for business outcomes.

By aligning marketing with the full lifecycle, from first click to final admit, we transformed marketing from a cost center into a predictable growth engine.

Key Takeaways

• Leads don’t grow businesses, admissions do
• Without full-funnel visibility, optimization is incomplete
• The biggest gains often come from fixing what happens after the lead
• True performance marketing requires alignment with operations, not just ads