JC Care
Services
How AIIMS helped JC Care grow from a new NDIS provider into a stronger Sydney and Brisbane presence, delivering 175% more conversions, 60% more clicks and organic keyword growth from 9 to 101.
A new NDIS provider competing in a high-trust market.
JC Care provides NDIS-funded allied health services across Sydney and Brisbane, including speech therapy, occupational therapy, behavioural therapy and support work. The challenge was clear: build trust, visibility and lead volume in a category where carers, participants and support coordinators search with different intent.
Multi-service complexity
Each service needed its own message, campaign structure and landing experience. Speech therapy, OT and behavioural therapy cannot be treated as one generic healthcare campaign.
NDIS audience intent
Participants, families and support coordinators all use different search terms. The strategy had to reflect how the market actually searches, not how agencies usually label services.
New market expansion
As JC Care expanded into Brisbane, AIIMS needed to build campaign architecture that could scale into a new city without weakening Sydney performance.
The work behind the growth.
AIIMS focused on two growth engines: Google Ads for immediate demand capture, and SEO for long-term discoverability. The strategy was deliberately structured by service, city and audience intent.
Service-specific campaigns
Separate campaign structures were built for speech therapy, occupational therapy and behavioural therapy, allowing cleaner budget control, more relevant ad copy and stronger conversion tracking.
City-level expansion
Dedicated Brisbane campaigns were launched as JC Care expanded, giving the business local market visibility without confusing or cannibalising Sydney performance.
Brand protection
A branded campaign protected high-intent searches for JC Care and helped capture users already familiar with the provider.
Service page optimisation
Key service pages were strengthened around NDIS search intent, helping the website become more relevant for the services participants and carers actively search for.
Technical foundations
Metadata, crawlability, schema, canonicals, page speed and Core Web Vitals were addressed to give the website a stronger organic base.
Sydney and Brisbane relevance
Location-specific signals helped position JC Care as a local provider in both cities, rather than a generic NDIS business trying to rank everywhere at once.
From 114 conversions to 313.
The year-on-year growth came from disciplined campaign architecture, better relevance, stronger intent matching and ongoing optimisation. Every service had a job to do. Every campaign had a reason to exist.
Organic visibility built from the ground up.
Organic keywords now ranking, up from 9. That is not just a bigger number. It shows the website moved from almost no organic footprint to a real base of search visibility across NDIS, allied health and local service intent.
Two channels. One growth system.
The strongest part of the JC Care campaign was not one single tactic. It was the discipline of matching Google Ads and SEO to the same service and location strategy.
Google Ads Strategy
Service-specific campaigns across speech therapy, OT and behavioural therapy in Sydney and Brisbane.
Campaign Architecture
Each service and city combination was structured to support budget control, tailored messaging and cleaner reporting.
Geo Expansion Strategy
New Brisbane campaigns were added without rebuilding the account from scratch or disrupting Sydney performance.
Search Engine Optimisation
SEO work grew the site from 9 to 101 organic keywords through technical fixes, content optimisation and local relevance.
NDIS Audience Targeting
Messaging was built around the language used by participants, carers and support coordinators.
Performance Reporting
Clear year-on-year reporting gave the client visibility over what was improving and where investment should continue.
Aidan manages the JC Care account at AIIMS, overseeing the Google Ads and SEO strategy that helped take the business from early digital visibility to stronger year-on-year performance across Sydney and Brisbane.
Questions this case study answers.
What results did AIIMS Group deliver for JC Care?
AIIMS helped JC Care increase conversions by 175%, clicks by 60%, click-through rate by 54%, and organic keywords from 9 to 101 across the comparison period.
Which channels were used?
The campaign focused on Google Ads and SEO, supported by service-specific campaigns, city-level targeting, local SEO and technical website improvements.
Why did JC Care need separate campaigns?
NDIS services have different search intent. Speech therapy, occupational therapy and behavioural therapy attract different users, so each service needed its own campaign structure and message.
How did the Brisbane expansion fit into the strategy?
Brisbane campaigns were built as dedicated city-level campaigns, allowing JC Care to enter the new market without weakening or confusing the Sydney campaigns.