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Case study · Paid search + Paid social + Local SEO + Digital out-of-home
How a national senior living provider grew leads 38% and beat its lead goals for the first time in seven months
Occupancy depends on a steady stream of families reaching out to local communities. A full-funnel program across paid search, paid social, local SEO and digital out-of-home put the budget where communities needed it most.
The challenge
Fill more suites, community by community
Occupancy to improve
The provider needed to raise occupancy across multiple communities nationwide.
A pipeline falling short
Local community managers needed a solid, reliable flow of leads, and lead goals had been missed for months.
Uneven needs
Some communities needed a much bigger boost than others, so spreading budget evenly wasn't working.
Our approach
THE STRATEGY
Put budget where occupancy needs it most: focus on priority communities, build awareness at the top of the funnel, and let paid search and social capture the demand it creates.
Paid search + paid social
Spend where it counts
- A full audit of campaign settings, audiences and creative against KPIs, followed by an overhaul of the paid social accounts.
- Budget reallocated in search and social to the communities that would benefit most, targeting a radius around each one.
- Weekly community-level data shared by the client, so we could adjust quickly as results came in.
Awareness + local search
Reach families earlier
- New upper-funnel campaigns: a broad brand awareness push on social, plus digital out-of-home in target states.
- Awareness feeding performance, so paid search and paid social could scale on the demand it created.
- Nationwide local SEO, optimizing every community's local listings for families searching "near me."
The results
More families, lower cost per lead
Within five months, total leads rose 38% while cost per lead fell in both paid channels, even as investment grew. Website users rose 21%, and the client exceeded its lead goals for the first time in seven months.
Senior living marketing
Fill more suites, not spreadsheets
We help senior living providers reach families at every stage of the decision, and put budget where each community needs it most.
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