Industry · Home Care Services
Elderly care, childcare, home cleaning: advertising should bring you families from your service area, at the moment they look for help for someone close to them.
Elderly care, childcare, cleaning: each service has its own calendar. Two activities as Eurostat measures them, then the month when each service is searched for most on Google.
Social work activities without accommodation for the elderly and disabled
92,635 companies in the EU
Child day-care activities
45,237 companies in the EU
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 88.10 and 88.91, 2024 data updated on 30 September 2026. See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from October 2025 to September 2026.
Most searched month: elderly care in October, childcare in March, home cleaning in October. Home Cleaning: October brings 3.2 times the searches of December.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from October 2025 to September 2026, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “home care”, “carers”, “live in care”, “domiciliary care”, “nanny”, “babysitter”, “childminder”, “nanny agency”, “cleaners near me”, “house cleaning”, “domestic cleaner” and “home cleaning services”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
| Month | Elderly Care | Childcare | Home Cleaning |
|---|---|---|---|
| October 2025 | 100 | 83 | 100 |
| November 2025 | 75 | 67 | 40 |
| December 2025 | 60 | 64 | 31 |
| January 2026 | 76 | 78 | 38 |
| February 2026 | 68 | 64 | 38 |
| March 2026 | 76 | 100 | 48 |
| April 2026 | 68 | 63 | 41 |
| May 2026 | 64 | 68 | 41 |
| June 2026 | 67 | 63 | 40 |
| July 2026 | 61 | 63 | 44 |
| August 2026 | 61 | 72 | 42 |
| September 2026 | 72 | 77 | 42 |
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. Among them is a home childcare network whose Google Ads campaigns I optimised. My standard stays the same: ads that speak the way families speak, and measurement that follows each request all the way to the contract. I work directly with you.
In France, some activities, such as childcare below an age set by ministerial order, need an approval based on quality criteria (article L. 7232-1 of the Labour Code). In Spain, private services for dependent people need accreditation from their autonomous community (Law 39/2006, article 16). Shown clearly, this framework reassures families.
A son for his mother, parents for their child: the person who searches decides for someone close. Ads speak to the person who decides, and the page reassures them about the person who will come to the home.
A family looks for help close to home. Targeting follows your service area and, in a network, each request should reach the branch that covers its address.
Real searches for each service in your area, local competition and the demand calendar.
Tax credit, approval, accreditation: accurate ads about your status, approved with you before anything runs.
One campaign for elderly care, one for childcare, one for cleaning, targeted on your area or on each branch's area.
From the click to the call or quote request, then to the signed contract when you share it with me.
★★★★★
Très bonne collaboration avec Théo sur l'optimisation de nos campagnes Google Ads. Son expertise en SEA nous a permis d'améliorer significativement les performances (meilleure rentabilité et trafic plus qualifié). Professionnel, réactif et clair dans ses recommandations, je le recommande.
Yes, when it applies to your clients. In France, article 199 sexdecies of the General Tax Code gives families a tax credit equal to 50% of the expenses, up to a yearly cap, when they use a registered provider. In Spain, article 17 of Law 39/2006 provides a regular cash benefit linked to the purchase of a care service, when access to a public or contracted service is not possible. Your ads follow your exact status.
Before the peak: the calendar above shows that in the UK, childcare is searched most in March. Campaigns ramp up a few weeks before.
My recommendation is to give each branch its own campaign, service area and budget, inside one account. The network keeps an overall view, and each branch follows its own requests.
Yes. On Meta, a job ad must be declared in a special ad category, with more limited targeting options. So I prefer separate recruitment campaigns, with their own page and their own measurement, so that the budget to find families and the budget to recruit are each read on their own.
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