Marketing plan: where families are searching
What do families search for here, when, and what does a click cost?
Search demand by type of care, intent, month and district from Google, with the cost of a click.
When people use it: When setting the year's marketing budget, and before the busiest search months.
How it works, step by step
Search demand for the council
Searches by type of care and intent, the busiest months, searches naming each district and what a click costs.
Where your competitors are
The homes families will compare you with when they search.
The views you will use
Ask the data in plain English
A real question and answer from Ask Orrery, the assistant inside the platform, for a care home owner in Kent (October 2026). It answers only from Orrery's data and the subscriber's own documents, and shows its sources.
Families in Kent search most for care homes in October, and a click costs roughly £2 to £8.
- Peak: Searches were highest in October 2025, at about 20,560 a month. January 2026 was the next highest, at about 19,940. They were lowest in July 2026, at about 13,950.
- Click cost: A top-of-page click for care home searches costs about £1.97 to £7.62. The highest bid for "care home near me" is about £8.33.
- Intent: About 72% of care searches are from people looking for a place or service. Most name a town or say "near me", and only about 4% name an operator.
These are Google's rounded monthly averages for searches made in Kent. They show interest, not admissions.
Source: Google Ads Keyword Planner, via Orrery.
- Most searches are near me searches: being found for your town matters more than ranking county wide.
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