$47.8
Cost per Lead Google Ads
1160+
30%
280%
Strengthening NDIS & Support at Home Growth Through Integrated Digital Marketing
INDUSTRY
NDIS
SERVICES USED
Google Ads • Website Management • Content Production • Email Marketing & Automation
The Challenge
Home Guardian required a digital marketing strategy capable of:
- increasing lead generation
- strengthening trust
- improving visibility
- supporting participant enquiries
- building stronger community awareness
across the highly competitive NDIS and Support at Home sectors.
The challenge was creating communication that connected with:
- participants
- families
- carers
- support coordinators
- daughters and granddaughters researching care options
- community audiences
while still maintaining a professional, approachable and trustworthy brand presence.
The strategy centred around:
- increase qualified enquiries
- improve digital consistency
- strengthen emotional connection
- educate audiences
- showcase the people behind the brand
- simplify communication pathways
- support long-term brand growth
A major focus was ensuring the marketing felt:
human, supportive and emotionally connected rather than corporate or overly clinical.
The communication strategy also needed to help audiences better understand:
- NDIS support
- Support at Home services
- participant care
- community connection
- the real people behind the organisation
while building stronger trust through genuine storytelling.
The Strategy
Sun Media partnered with Home Guardian to create an integrated digital ecosystem designed to strengthen visibility, support lead generation and improve communication across every customer touchpoint.
The strategy focused on:
- Google Ads campaigns
- Meta Ads management
- SEO strategy
- purpose-shot content production
- UX/UI improvements
- website support
- social media marketing
- educational communication
- participant-focused storytelling
- integrated lead generation campaigns
A major component of the strategy involved improving the website UX/UI and lead qualification process
to ensure the platform better supported participant enquiries, family communication, service understanding, lead quality and conversion pathways.
Sun Media worked closely alongside the Home Guardian marketing team to:
- refine communication pathways
- improve lead quality
- strengthen campaign targeting
- ensure enquiries aligned with the right services and locations
The website experience was refined to feel more human,more approachable, easier to navigate, less corporate and more emotionally connected
A major focus was replacing generic stock imagery with real people including support workers, NDIS participants, carers and daughters and granddaughters of aged care and Support at Home participants. This dramatically strengthened trust and emotional connection across the brand. The strategy also introduced clearer pricing structures and service communication to simplify decision-making and help families better understand support options available to them.
Rather than relying on generic disability support marketing, the communication strategy focused heavily on:
- real support workers
- genuine participant interaction
- emotional storytelling
- community experiences
- family connection
- approachable communication
- trust-building content
A major component of the strategy involved purpose-shot testimonials featuring support workers,NDIS participants, daughters and granddaughters of aged care and Support at Home participants. This created more emotionally connected storytelling while helping families feel informed, reassured and confident in the support being provided. The strategy positioned Home Guardian around trust, support, connection and genuine care.
The Execution
Sun Media implemented an integrated marketing strategy designed to support both brand positioning and measurable lead generation growth.
This included:
- Google Ads management
- Meta Ads campaign strategy
- SEO-focused content
- UX/UI improvements
- purpose-shot content production
- social media management
- website support and updates
- educational campaigns
- participant-focused communication
- digital storytelling
- testimonial production
Purpose-shot content became central to the strategy, focusing heavily on:
- real support workers
- participant interaction
- family connection
- community experiences
- authentic care environments
- emotional storytelling
- approachable education
Integrated campaigns combined:
- Meta Ads
- Google Ads
- SEO
- educational content
- social media
- website optimisation to create a connected lead generation ecosystem supporting both: organic visibility and paid campaign performance.
The communication strategy intentionally avoided heavily scripted or corporate disability marketing and instead focused on creating authentic and emotionally connected storytelling.
How We Build Momentum
Meta Ads Social Media Marketing
Content Creation & Editing
Website Design & Development
The Results
Increased Lead Generation, Brand Awareness & Community Engagement
The integrated strategy helped Home Guardian strengthen its digital presence while supporting increased enquiries, stronger emotional connection and ongoing audience growth across NDIS and Support at Home sectors.
Additional Outcomes
- Increased lead generation through Meta Ads, Google Ads and SEO
- Improved website UX/UI and enquiry pathways
- Stronger lead qualification processes
- Increased trust through real testimonials and storytelling
- Improved engagement across digital platforms
- More emotionally connected communication with families and carers
- Stronger community awareness and brand positioning
- Increased website traffic and enquiry interaction
- Improved communication consistency across all digital channels
- Enhanced participant and family connection through authentic content
The strategy helped position Home Guardian as a supportive and community-focused provider built around trust, communication and genuine human connection
Supporting Community-Focused Growth
Sun Media continues to support Home Guardian through integrated digital marketing, UX/UI improvements, content production and communication strategy designed to evolve alongside participant needs and the growing NDIS and Support at Home sectors.
The partnership focuses on building a connected digital ecosystem where storytelling, education, lead generation and communication work together to strengthen long-term growth and community trust.
The strategy was never simply about generating enquiries.
It was about helping participants and families feel informed, supported and connected to the people behind the brand.
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