90%+ Occupancy With Google Ads

Our client, A multi location senior living provider struggled with occupancy goals and relied heavily on third party referral platforms like A Place for Mom. They needed a scalable digital strategy that could drive qualified tours, increase move ins, and improve profitability across assisted living and memory care communities.

The Challenge

• Occupancy rates below target across multiple locations
• High dependence on expensive referral aggregators
• Low quality leads from previous campaigns
• Difficulty filling higher value memory care units
• Inconsistent lead attribution and reporting across communities

Strategy

1. Hyper Local Google Ads Campaigns

Campaigns were segmented by individual community and care type:
• Assisted Living
• Independent Living
• Memory Care

Each campaign targeted high intent searches such as:
• “assisted living near me”
• “memory care in [city]”
• “senior living community”
• “retirement community near me”

2. Conversion Focused Landing Pages

Dedicated landing pages were created for each location featuring:
• Virtual tours
• Care specific messaging
• Family testimonials
• Clear calls to action
• Tour scheduling forms

3. Lead Quality Optimization

We implemented:
• Smart bidding strategies
• Offline conversion tracking
• Negative keyword optimization
• A/B ad testing
• CRM attribution dashboards

This allowed campaigns to optimize toward actual move ins instead of just form submissions.

4. Budget Allocation Based on Occupancy Needs

Budgets were shifted dynamically between communities depending on:
• Vacancy levels
• Care type profitability
• Seasonal demand
• Conversion performance

Results

Occupancy Growth

• Achieved and maintained 90% occupancy across communities

Lead Performance

• 47% increase in lead volume
• 100% increase in conversion rate
• 65% improvement in lead quality year over year

Cost Efficiency

• 30% reduction in cost per lead
• Reduced reliance on third party referral sites
• Lower cost per move in compared to referral aggregators

Revenue Impact

$464k additional monthly recurring revenue

$5.57 million additional annual revenue

$10.2 million lifetime revenue added

For every $1 spent on Google Ads generated approximately $4.10 in net operating income because of the high lifetime value of senior living residents.

Key Takeaways

• Senior living Google Ads campaigns work best when optimized for move ins, not lead volume
• Hyper local targeting dramatically improves inquiry quality
• Memory care campaigns often generate the highest ROI
• Offline conversion tracking is critical for accurate optimization
• Google Ads can outperform referral marketplaces at a significantly lower acquisition cost