Memory care / Paid Search + Display Retargeting
Memory Care
Create qualified leads.
Turn interest into tours.
In this memory care marketing scenario, a dedicated memory care community increases completed tours by 66.7% and move-ins by 80% while reducing media spend by 13.3%. Qualified inquiries increase as total lead volume declines, showing how stronger prospect fit can support more family visits and move-ins.
12 → 20 family tours
5 → 9 new residents
$9,000 → $7,800
Scenario comparison: two 60-day reporting periods. Channels: paid search and display retargeting. Costs include media spend only.
The community & starting challenge
Reach families seeking
residential memory care.
The community provides residential memory care for adults living with Alzheimer’s disease or other forms of dementia. It offers daily support, structured activities, and family communication. Its marketing needs to clearly explain the care setting and help families assess whether the community fits their needs.
The baseline includes $9,000 in media spending over 60 days, 120 inquiries, 24 qualified leads, 12 completed tours, and five move-ins. Only 20% of inquiries qualify. The opportunity is to reach more families seeking residential memory care and reduce inquiries for services the community does not offer.
The SJ2 management approach
Help families find the right care setting.
01 / Focus on residential care
Clarify memory care intent
Organize search themes around local memory care communities and residential dementia care, with copy that clearly identifies the community as dedicated to memory care.
02 / Improve relevance
Reduce mismatched inquiries
Review search terms, negative keywords, and geographic targeting to reduce unrelated employment, training, research, and in-home care inquiries.
03 / Support family decisions
Help families assess the community
Align landing pages with verified care services, staff qualifications, pricing, and availability. Offer a clear invitation to speak with the team or schedule a tour.
04 / Evaluate meaningful outcomes
Connect marketing and admissions
Review qualified inquiries, completed family tours, move-ins, and media cost per outcome alongside the community’s admissions team.
Results & media efficiency
More qualified inquiries.
More families visiting the community.
In the improved scenario, total inquiries decline from 120 to 90, while qualified leads increase from 24 to 36. The qualified share doubles from 20% to 40%. Completed tours rise from 12 to 20, and move-ins increase from five to nine. The stronger lead quality is reflected in more tours and more residents moving in.
- Comparison
- Two 60-day periods
- Channels
- Paid search + display retargeting
- Qualified share
- 20% → 40%
- Cost basis
- Media spend only
| Metric | Baseline | Improved scenario | Change |
|---|---|---|---|
| Media spend | $9,000 | $7,800 | −13.3% |
| Total leads | 120 | 90 | −25.0% |
| Qualified leads | 24 | 36 | +50.0% |
| Completed tours | 12 | 20 | +66.7% |
| Move-ins | 5 | 9 | +80.0% |
| Cost per tour | $750.00 | $390.00 | −48.0% |
| Cost per move-in | $1,800.00 | $866.67 | −51.9% |
Cost per outcome = media spend ÷ reported outcomes. Percent changes use unrounded values and are rounded to one decimal place.
The scenario produces eight additional tours and four additional move-ins with $1,200 less in media spending. Cost per tour falls by 48.0%, and cost per move-in falls by 51.9%.
Measurement & assumptions
Understand what the numbers represent.
Lead and outcome definitions
A qualified lead is a unique prospective resident whose care needs, budget, location preferences, and timing appear aligned with the community, subject to its assessment. Multiple family contacts are deduplicated. Tours are completed first visits per prospective resident; move-ins count new residents.
Attribution rule
The scenario credits the first identifiable paid search click within 90 days, matched to the prospective resident’s CRM record. Outcomes are counted when recorded in each 60-day period and may originate from earlier inquiries. These totals do not measure one matched group of leads.
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.
Reading the comparison
Read percentage changes alongside the underlying counts, including the baseline of 12 tours and five move-ins. This comparison shows how prospect fit and media efficiency can be evaluated together.
Memory care performance
Connect marketing to
community growth.
Contact SJ2 Digital to discuss your memory care community’s marketing goals.
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