Destination page: https://averyncare.com/professionals/private-duty/
Secondary destination: https://averyncare.com/professionals/private-duty/toolkit/
Platforms: Meta (Facebook + Instagram), LinkedIn
Campaign type: B2C/B2B hybrid — caregiver recruitment + toolkit lead magnet
Primary conversion: Email gate submission on toolkit page (lead capture)
Secondary conversion: Partner program signup form submission on landing page
Tertiary conversion: "Book a partner call" click-through to /lets-partner/
This campaign recruits independent caregivers into the Averyn partner network. The audience is not a family — it's the professional caregiver who is already inside the home, already absorbing unpaid admin, and already in a position to introduce families to Averyn.
The pitch is not "work for Averyn." The pitch is: "You're doing unpaid logistics on top of actual care. Here are free tools that make your week easier — and a partner program that compensates you when you connect families to the coordination support they need."
The funnel has two entry points:
The toolkit is the primary conversion because it builds trust before asking for commitment. A caregiver who uses the Shift Handoff Template or the Weekly Planner three times before hearing the partner pitch is dramatically more likely to convert than one who sees a cold "join our network" ad.
Meta (primary spend — 65-70% of budget):
LinkedIn (secondary spend — 30-35% of budget):
Campaign objective:
Primary KPIs:
| Metric | Target | Notes |
|---|---|---|
| Cost per toolkit email (Meta) | < $5 | Low-friction email gate should convert well |
| Cost per toolkit email (LinkedIn) | < $12 | Higher CPC but warmer intent |
| Cost per partner signup | < $25 | Full form with name, email, metro, interest |
| Toolkit email-to-partner signup rate | > 15% | Via email drip over 14 days |
| Click-through rate (Meta) | > 1.5% | Empathy-driven creative over-indexes |
| Click-through rate (LinkedIn) | > 0.8% | Professional utility content benchmark |
Secondary KPIs:
#partner-program section (> 30% of landing page visitors)Tracking:
lead_magnet_submit (toolkit), caregiver_pro_signup (partner form)?utm_source=facebook&utm_medium=cpc&utm_campaign=caregiver-recruitment&utm_content=[ad-set]-[concept]?utm_source=linkedin&utm_medium=cpc&utm_campaign=caregiver-recruitment&utm_content=[ad-set]-[concept]The caregiver who works across 2–6 families, manages their own schedule, and has no employer providing back-office support. They're professionals — not hobbyists — but they run their business from a phone, a notebook, and a group text thread. They're good at care and drowning in logistics.
Who they are:
Where they are online:
What they need:
What they fear:
Messaging triggers:
Caregivers currently at an agency who are thinking about going independent, or who already take side clients. They're attracted to the tools and the partner program as proof that independence doesn't have to mean chaos.
Who they are:
What they need:
Adult children or spouses who provide significant unpaid care and also coordinate paid caregivers. They're not the primary target, but they'll find the tools useful and may eventually become Averyn customers directly. Don't target specifically; let organic sharing reach them.
Interests (OR logic):
Behaviors:
Demographics:
Exclusions:
Geography: Averyn metro areas (initial); expand nationally after 30 days of data
Budget: $30–60/day Bid strategy: Lowest cost (auto-bid) initially Expected CPC: $1–3 Expected CPM: $8–20
Source audience: Custom audience from toolkit email submissions (minimum 100 emails before launching)
Lookalike: 1% lookalike initially; expand to 2–3% once 500+ source emails
Geography: United States (or Averyn metro areas)
Budget: $20–40/day (scale as ROAS proves out) Expected CPC: $1.50–3.50 Expected CPM: $10–25
Audience: Custom audience — visitors to /professionals/private-duty/ or /professionals/private-duty/toolkit/ (last 60 days) who did NOT submit a form
Format: Single image, Carousel, or Video
Budget: $10–20/day Frequency cap: 3 impressions/week Expected CPC: $0.80–2 Expected CPM: $5–15
Job titles:
Job functions: Healthcare Services, Nursing
Industry:
Company size: 1–50 employees (filters toward smaller agencies and independent)
Member skills:
Geography: United States (Averyn metro areas preferred)
Budget: $25–50/day Expected CPC: $5–10 Expected CPM: $30–60
Audience: LinkedIn Matched Audience — visitors to caregiver pages (last 90 days) who did not convert
Format: Single image
Budget: $10–15/day Frequency cap: 2 impressions/week
Format: Single image, text-forward Platform: Meta (primary), LinkedIn (adapted) Audience: Cold (Ad Set 1), Lookalike (Ad Set 2) Visual: Warm, natural photo. A caregiver (woman, 35–45) sitting in a car between clients, looking at her phone with a slightly overwhelmed but determined expression. A tote bag with a binder visible on the passenger seat. The setting is real — a driveway or parking lot. Natural light. No stock-photo smiles. Text on image: "Your care is solid. The logistics are what break the week." Subtext: "Free caregiver toolkit — 8 tools to organize your week" CTA button: Learn more
Primary text: You don't lose clients because you aren't good. You lose them because the family's coordination collapses around them — schedules drift, instructions conflict, and suddenly you're doing unpaid admin just to keep the household stable.
We built a free toolkit specifically for independent caregivers managing multiple households: shift handoff templates, weekly planners, boundary scripts, family update templates, and more.
Use them whether or not you ever work with us. They're free and nothing is stored on our servers.
Headline: Free toolkit for independent caregivers Description: 8 tools to organize your week across every household. averyncare.com
Format: 5-slide carousel Platform: Meta Audience: Cold (Ad Set 1), Retargeting (Ad Set 3) Visual: Each slide is a clean card with gold accent. Dark text on warm white background. Professional but not corporate.
Slide 1: "Nobody trained you to be a project manager." / "But that's what you've become." Slide 2: "Track 5 households. Confirm appointments you didn't schedule. Chase instructions nobody wrote down." Slide 3: "We built tools for that." / "Shift handoffs. Weekly planners. Family update templates. Boundary scripts." Slide 4: "Free. In your browser. Nothing saved." / "Use them across every client." Slide 5: "Get the toolkit — free →" / averyncare.com/professionals/private-duty/toolkit/ / [CTA: Get the toolkit]
Primary text: You're a caregiver. But most of your week is project management — tracking households, confirming schedules nobody updated, fielding "my sister said something different" calls, and doing unpaid admin that keeps the household from falling apart.
We built 8 free tools for caregivers managing multiple households. Shift handoffs, weekly planners, boundary scripts, weekly family update templates, and more. Fill them in right in your browser, print or save as PDF.
No account. No downloads. Nothing stored.
Headline: Free tools for caregivers juggling multiple households Description: 8 templates, planners, and scripts — built for the week you actually have
Format: Single image Platform: Meta (retargeting), LinkedIn (cold + retargeting) Audience: Retargeting (Meta Ad Set 3), LinkedIn (Ad Set 1) Visual: Two-panel split. Left side: a caregiver sitting at a kitchen table with a family, helping them through a document. Right side: a phone showing a simple partner dashboard with "3 families connected" and a payout indicator. Warm lighting in both panels. Text on image: "Your presence in the home makes coordination easier for everyone." Subtext: "Averyn Caregiver Partner Program" CTA button: Learn more
Primary text: Independent caregivers aren't just referral sources — you're in the home. You run execution. You see the coordination breakdown before anyone else does.
When you connect a family to Averyn's administrative coordination service, the household runs smoother, your visits get easier, and you're compensated for making the connection. Not a one-time bounty — ongoing recognition while you're on the case.
No sales pitch required. Just: "There's a service that handles the scheduling, records, and follow-ups. Want me to share their toolkit?"
Free toolkit. Free partner program. Free Pro Mode for multi-household management.
Headline: A partner program built for independent caregivers Description: Compensation, free tools, and Pro Mode — no agency required. averyncare.com
Format: Video (30 seconds), vertical (9:16 for Stories/Reels, 1:1 for Feed) Platform: Meta Audience: Cold (Ad Set 1), Lookalike (Ad Set 2)
Script/storyboard:
Primary text: Between every visit, information gets lost. Schedules change. Instructions conflict. The next caregiver walks in blind.
We built a Shift Handoff Template for exactly this moment — structured, printable, and designed for caregivers who rotate through multiple households. It's one of 8 free tools in our Caregiver Ops Toolkit.
Free. Browser-based. Nothing stored.
Headline: The handoff template that prevents the information reset Description: Free shift handoff tool for independent caregivers — averyncare.com
Format: Single image Platform: LinkedIn (primary) Audience: LinkedIn Ad Set 1 Visual: Clean mockup of a multi-household dashboard view — a roster of 4 households with status indicators, next visit dates, and "changed" badges. Professional, app-like design. Gold accent. Text on image: "Pro Mode for caregivers — free." Subtext: "Multi-household view. Handoffs. Schedules. Playbooks." CTA button: Join the waitlist
Primary text: If you support multiple families, you shouldn't need five notebooks, twenty text threads, and a memory palace to manage your week.
Pro Mode is a multi-household view designed for independent caregivers: every household that's invited you, their status, next visit, open items, and Primary Contact — all in one place.
It's free. Professional caregivers make coordination easier for everyone, so we don't charge for the tools that keep you organized.
Partners get first access. Join the waitlist and get the free toolkit in the meantime.
Headline: Free multi-household tools for independent caregivers Description: Pro Mode waitlist + free ops toolkit. averyncare.com
/professionals/private-duty/toolkit/) for toolkit-focused concepts (1, 2, 4)/professionals/private-duty/) and auto-scroll to #partner-program| Platform | Ad Set | Monthly Budget | Expected Leads |
|---|---|---|---|
| Meta | Cold (Interest) | $1,200 | 250–400 toolkit emails |
| Meta | Lookalike | $600 | 150–300 toolkit emails |
| Meta | Retargeting | $300 | 50–100 toolkit emails |
| Cold (Job Title) | $600 | 40–80 toolkit emails | |
| Retargeting | $300 | 20–40 toolkit emails | |
| Total | $3,000 | 510–920 toolkit emails |
At a 15% email-to-partner conversion rate (via drip), this yields 75–140 partner signups per month.
The toolkit email gate submits to api.averyn.app/functions/v1/lead-capture with asset: caregiver-ops-toolkit. The drip sequence should be:
| Day | Purpose | |
|---|---|---|
| 0 | Welcome + all tool links | Immediate value delivery |
| 2 | "How to use the Shift Handoff Template" | Activate usage of highest-value tool |
| 5 | "The boundary conversation" — shares Boundary Scripts | Build trust, address a pain point |
| 8 | "What independent caregivers are saying" | Social proof (testimonials or case studies) |
| 12 | "The partner program — for when you see the pattern" | Soft intro to partner economics |
| 16 | "Pro Mode preview" — waitlist invitation | Show the product roadmap |
| 21 | "Book a partner call — no commitment" | Direct CTA with scheduling link |
Key principle: The first 3 emails deliver pure value with zero ask. The partner pitch doesn't appear until Day 12. By that point, the caregiver has used the tools, seen the quality, and is predisposed to trust the brand.