Senior living / Google Paid Search
Assisted Living &
Memory Care
More tours and move-ins.
Lower media spend.
After SJ2 Digital took over marketing for an assisted living and memory care community, tours increased by 83.3% and move-ins increased by 133.3%, while media spend declined by 18.2%. Total leads decreased, but qualified leads rose from 18 to 26. Stronger lead quality was reflected in more families touring the community and more residents moving in.
Client-supplied before-and-after comparison. Results represent community-wide reporting totals; they are not exclusively attributed to paid search.
6 → 11 reported tours
3 → 7 reported move-ins
$2,200 → $1,800
Baseline: March 2026. With SJ2: April 2026. Channel included: Google Paid Search. Results scope: community-wide.
The community & starting challenge
Build stronger lead quality.
Connect inquiries to residency.
The community offered assisted living and memory care. Before SJ2 took over, $2,200 in media spend was accompanied by 82 total leads, including 18 qualified leads, six tours, and three move-ins. Only 22.0% of inquiries were classified as qualified. These figures established a baseline for improving lead quality and the return on media spending.
The SJ2 management approach
Focus on the outcomes that matter.
01 / Align with care needs
Refine search targeting
Refined search targeting around assisted living and memory care needs, with ad messaging aligned to the services the community provided.
02 / Improve relevance
Reduce irrelevant traffic
Reviewed search terms, negative keywords, and geographic targeting to reduce irrelevant traffic and focus spending on relevant searches.
03 / Connect to outcomes
Look beyond the inquiry
Evaluated campaign performance alongside qualified leads, tours, and move-ins to guide decisions using outcomes beyond the initial inquiry.
Reporting period & results
Fewer total leads.
More tours and move-ins.
With SJ2, total leads fell from 82 to 57, while qualified leads increased from 18 to 26. The qualified share of inquiries more than doubled, rising from 22.0% to 45.6%. Tours increased from six to 11, and move-ins increased from three to seven. Together, these results show the improvement in lead quality and the community’s progress from inquiry to residency.
- Baseline period
- March 2026
- SJ2 comparison
- April 2026
- Channel included
- Google Paid Search
- Results scope
- Community-wide
| Metric | Before SJ2 | With SJ2 | Change |
|---|---|---|---|
| Media spend | $2,200 | $1,800 | −18.2% |
| Total leads | 82 | 57 | −30.5% |
| Qualified leads | 18 | 26 | +44.4% |
| Tours | 6 | 11 | +83.3% |
| Move-ins | 3 | 7 | +133.3% |
| Cost per tour | $366.67 | $163.64 | −55.4% |
| Cost per move-in | $733.33 | $257.14 | −64.9% |
Percentage changes are calculated from the supplied figures and rounded to one decimal place. Dollar amounts are rounded to the nearest cent; changes use unrounded values.
Media cost per tour fell from $366.67 to $163.64, a 55.4% reduction. Media cost per move-in fell from $733.33 to $257.14, a 64.9% reduction.
Measurement & attribution
Understand what the numbers represent.
Media cost calculations
Media cost per tour and media cost per move-in divide the supplied media spend by reported tours or move-ins. They exclude management fees and other costs.
Attribution and limitations
This before-and-after comparison reflects the supplied reporting totals. Results may also be influenced by seasonality, pricing, availability, and sales follow-up. Tours and move-ins can originate from earlier inquiries. Because the baseline included six tours and three move-ins, the percentage gains should be read alongside the actual counts.
Senior living performance
Connect marketing to
community growth.
Contact SJ2 Digital to discuss how your community’s marketing can be evaluated against the outcomes that matter to your business.
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