Senior Living Marketing Case Study

Who is the client:

Elegance Living is a senior living management company that helps older adults experience more safe and connected lives. With 27 locations across the United States, Elegance offers senior, assisted living, memory care, and more.

Elegance Living approached us in late 2020, as they needed help with their Google Ads account. We got access and conducted an audit and found many critical issues throughout the account.

Issues included:

• Account structure and hierarchy were not well organized

• Ad disapprovals were causing issues with ad delivery and were impacting budget spend consistency

• Conversion tracking was not functioning correctly

• Cost-per-lead was significantly above the goal target

• Audience targeting was not efficient, and quality was suffering as a result

An overall lack of direction and strategic oversight meant the account was underutilized and needed significant attention.

Digital marketing for Senior Living can be challenging. It is a competitive space, and lead aggregators like A Place for Mom act as middlemen by acquiring leads and selling them to Facilities at a premium. This competitive aspect drives up cost-per-click.

Additionally, Google places restrictions on advertising around sensitive and private subjects. Senior living is considered under two of these categories Health and Housing.

Solutions:

Thankfully, with a solid strategy, we can overcome these challenges and get consistent and cost-effective results.

How did we solve these problems?

We rebuilt the account from scratch. Implementing new search campaigns across all core and niche keywords. We updated audience targeting and built new creative assets to improve the focus.

Elegance Living saw immediate results. Traffic improved, and leads started to pour in. As an additional boost, our partner Native Creative launched a new website for Elegance in 2021. The redesign has helped improve lead generation, and acquisition as well.

Results so far:

We improved tracking so that we’re able to track from an ad click or impression all the way through to move-in.

Conclusion:

If you would like to take back control of your lead generation and reduce your resident acquisition costs… contact us here.

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