Senior living / Google Paid Search
Independent Living
More tours and move-ins.
Stronger prospect fit.
In this independent living marketing scenario, tours increase by 60% and move-ins by 75% while media spend decreases by 10%. Qualified inquiries rise even as total lead volume declines, showing how marketing can be evaluated through prospect fit and progress toward residency.
10 → 16 completed tours
4 → 7 resident households
$3,000 → $2,700
Scenario comparison: two 30-day reporting periods. Channel: Google Paid Search. Costs include media spend only.
The community & starting challenge
Attract the right prospects.
Turn interest into community visits.
The community offers private residences, maintenance-free living, social activities, and shared amenities for older adults who want an independent lifestyle. Its marketing needs to clearly communicate those benefits and attract prospects whose needs, budget, and location preferences fit the community.
The baseline includes $3,000 in paid search spending, 100 inquiries, 25 qualified leads, 10 completed tours, and four move-ins. With only one in four inquiries qualified, the opportunity is to improve fit and turn relevant interest into community visits.
The SJ2 management approach
Connect advertising to the tour experience.
01 / Clarify intent
Communicate independent living
Organize search themes around independent living, retirement communities, and maintenance-free senior living, with messaging that explains the lifestyle and residential offering.
02 / Improve prospect fit
Reduce mismatched inquiries
Review search terms and geographic targeting to address irrelevant traffic, including employment searches and care services this community does not offer.
03 / Make the next step clear
Support an informed tour decision
Align landing page content with available residences, verified pricing, amenities, and a clear tour invitation so prospects can assess fit before contacting the community.
04 / Review sales outcomes
Measure progress toward residency
Review qualified leads, completed tours, and move-ins alongside media spending to identify where advertising is supporting meaningful progress.
Results & media efficiency
Stronger lead quality.
More completed tours and move-ins.
In the improved scenario, inquiries decline from 100 to 75 while qualified leads increase from 25 to 36. The qualified share rises from 25% to 48%. Completed tours increase from 10 to 16, and move-ins increase from four to seven. The stronger lead quality is reflected in more tours and more move-ins.
- Comparison
- Two 30-day periods
- Channel
- Google Paid Search
- Qualified share
- 25% → 48%
- Cost basis
- Media spend only
| Metric | Baseline | Improved scenario | Change |
|---|---|---|---|
| Media spend | $3,000 | $2,700 | −10.0% |
| Total leads | 100 | 75 | −25.0% |
| Qualified leads | 25 | 36 | +44.0% |
| Completed tours | 10 | 16 | +60.0% |
| Move-ins | 4 | 7 | +75.0% |
| Cost per tour | $300.00 | $168.75 | −43.8% |
| Cost per move-in | $750.00 | $385.71 | −48.6% |
Cost per outcome = media spend ÷ reported outcomes. Percent changes use unrounded values and are rounded to one decimal place.
The scenario produces six additional tours and three additional move-ins with $300 less in media spending. Cost per tour falls by 43.8%, and cost per move-in falls by 48.6%.
Measurement & assumptions
Understand what the numbers represent.
Lead and outcome definitions
Qualified leads are unique prospective households whose independent living needs, budget, preferred location, and move timeframe align with the community. Tours are completed first visits by unique households; move-ins are new resident households.
Attribution rule
The scenario credits the last identifiable paid search click within 90 days, matched to the household in a CRM. Outcomes are counted when recorded in each 30-day period and may originate from earlier inquiries. These period totals are not a matched-cohort conversion analysis.
Data and cost basis
The figures are scenario data and do not represent verified historical client results. Costs include media spend only and exclude management fees and other costs.
Performance considerations
Performance depends on market demand, pricing, availability, sales follow-up, and other factors. Read percentage gains alongside the underlying counts, including the baseline of 10 tours and four move-ins.
Independent living performance
Connect marketing to
community growth.
Contact SJ2 Digital to discuss your independent living community’s marketing goals.
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