Paid Search + Display Retargeting + Email
Three Levels of Care
A 120-day campaign.
More tours and move-ins.
Independent living, assisted living, and memory care on one campus. This campaign scenario combines paid search, display retargeting, and email drips to support tours and move-ins across all three levels of care. Distinct messages and follow-up paths serve different resident needs while reporting stays focused on community growth.
54 → 94 completed tours
18 → 34 resident households
$36,000 → $33,600
Comparison: a 120-day campaign scenario versus a preceding 120-day baseline. All care-level figures reconcile to the overall totals.
The community & starting challenge
Different resident needs.
One community growth goal.
The community offers independent living, assisted living, and memory care on one campus. A lifestyle-focused prospect, a family exploring daily support, and a family seeking memory care need different information. The opportunity is to connect each inquiry with a relevant care page, tour invitation, and follow-up sequence.
Paid search captures active demand. Display retargeting keeps the community visible after eligible site visits. Email drips help consenting prospects address questions and take the next step. Their contributions are evaluated together against deduplicated CRM tours and move-ins.
Overall campaign results
| Metric | Baseline 120 days | Campaign 120 days | Change |
|---|---|---|---|
| Paid media spend | $36,000 | $33,600 | −6.7% |
| Total leads | 540 | 456 | −15.6% |
| Qualified leads | 127 | 194 | +52.8% |
| Completed tours | 54 | 94 | +74.1% |
| Move-ins | 18 | 34 | +88.9% |
| Media cost per tour | $666.67 | $357.45 | −46.4% |
| Media cost per move-in | $2,000.00 | $988.24 | −50.6% |
Each comparison covers equal 120-day periods. Percentages use unrounded values.
The scenario produces 40 additional tours and 16 additional move-ins with $2,400 less in paid media spend. Media cost per move-in declines from $2,000.00 to $988.24.
01 / Independent living
Lifestyle, convenience,
and confidence about a future move.
Messaging speaks directly to older adults and to family members helping them compare options. The emphasis is the residential offering and the benefits of maintenance-free living.
01 / Paid search
Capture lifestyle intent
Separate search themes focus on independent living communities, retirement living, and senior apartments where those descriptions fit. Ads and landing pages emphasize available residences, dining, activities, location, and maintenance-free living.
02 / Display retargeting
Build familiarity
Community and residence imagery reinforces familiarity after an eligible visit. Creative invites prospects to explore floor plans, attend an event, or arrange a community visit.
03 / Email drips
Make a future move feel clearer
A lifestyle-led sequence introduces daily life, floor plans, verified costs, and downsizing considerations before inviting a tour or lunch visit. Interested prospects can move directly to personal follow-up.
+66.7% tours · 18 → 30
+83.3% move-ins · 6 → 11
| Metric | Baseline 120 days | Campaign 120 days | Change |
|---|---|---|---|
| Paid media spend | $9,600 | $9,000 | −6.3% |
| Total leads | 180 | 150 | −16.7% |
| Qualified leads | 45 | 66 | +46.7% |
| Completed tours | 18 | 30 | +66.7% |
| Move-ins | 6 | 11 | +83.3% |
| Media cost per tour | $533.33 | $300.00 | −43.8% |
| Media cost per move-in | $1,600.00 | $818.18 | −48.9% |
02 / Assisted living
Practical support,
service clarity, and family confidence.
Messaging helps the prospective resident and family understand what assistance is available and how fit is assessed.
01 / Paid search
Explain the support available
Dedicated themes focus on local assisted living and residential support. Landing pages explain verified services, the assessment process, accommodation choices, and how base pricing and additional care charges are presented.
02 / Display retargeting
Invite a return visit
Welcoming community imagery and a simple tour invitation encourage return visits. Creative emphasizes the team and community experience without assuming an individual’s health needs.
03 / Email drips
Answer practical questions
The sequence answers questions about daily support, staffing, pricing, and preparing for a tour. It offers a conversation with the team, with follow-up adapted to the family’s stated timing.
+80.0% tours · 20 → 36
+85.7% move-ins · 7 → 13
| Metric | Baseline 120 days | Campaign 120 days | Change |
|---|---|---|---|
| Paid media spend | $12,000 | $11,000 | −8.3% |
| Total leads | 200 | 170 | −15.0% |
| Qualified leads | 50 | 76 | +52.0% |
| Completed tours | 20 | 36 | +80.0% |
| Move-ins | 7 | 13 | +85.7% |
| Media cost per tour | $600.00 | $305.56 | −49.1% |
| Media cost per move-in | $1,714.29 | $846.15 | −50.6% |
03 / Memory care
Clear care information.
A helpful next step for families.
The emphasis is care suitability, clear information, and a helpful next step. Messages explain the setting without making clinical promises or using fear-based language.
01 / Paid search
Focus on residential memory care
Dedicated themes focus on local residential memory care and dementia care communities. Search terms are reviewed for unrelated research, employment, training, and services the community does not provide.
02 / Display retargeting
Show the community setting
Creative remains at the community level, showing the setting and inviting a visit. Care-specific website activity or an inferred diagnosis is not used to create a retargeting audience.
03 / Email drips
Respond to requested information
Families who request memory care information receive relevant material about the setting, verified team qualifications, assessment, costs, and touring. A staff conversation is offered early, with timing guided by the family.
+75.0% tours · 16 → 28
+100.0% move-ins · 5 → 10
| Metric | Baseline 120 days | Campaign 120 days | Change |
|---|---|---|---|
| Paid media spend | $14,400 | $13,600 | −5.6% |
| Total leads | 160 | 136 | −15.0% |
| Qualified leads | 32 | 52 | +62.5% |
| Completed tours | 16 | 28 | +75.0% |
| Move-ins | 5 | 10 | +100.0% |
| Media cost per tour | $900.00 | $485.71 | −46.0% |
| Media cost per move-in | $2,880.00 | $1,360.00 | −52.8% |
Paid media includes search and display. Costs exclude email platform and production costs, agency fees, and sales labor. Cost per outcome = paid media spend ÷ the relevant program outcomes; it is not a fully loaded acquisition cost.
The 120-day campaign rollout
Build the care paths.
Refine the journey to a tour.
Days 1–30
Establish the care paths
Separate search themes and landing pages, agree on CRM definitions, create the three requested-information email sequences, and establish community-level retargeting for eligible visitors.
Days 31–60
Refine prospect fit
Review search terms and qualified inquiries, adjust messages and landing pages, and examine where families drop out before booking or completing a tour.
Days 61–90
Improve follow-up
Use completed-tour feedback to refine content and budget allocation. Pause tour-booking drips when a tour is booked, move prospects into the appropriate follow-up stage, and stop acquisition messages after a move-in or opt-out.
Days 91–120
Evaluate outcomes
Compare completed tours, move-ins, and media costs by care level. Review sales timing and availability before making the next budget decision.
Media allocation
Three channels.
A clear role for each investment.
The modeled paid media allocation is 80% paid search and 20% display retargeting. Email is the third campaign channel; its operating costs are excluded from this media-only budget.
| Care level | Paid search | Display retargeting | Total |
|---|---|---|---|
| Independent living | $7,200 | $1,800 | $9,000 |
| Assisted living | $8,800 | $2,200 | $11,000 |
| Memory care | $10,880 | $2,720 | $13,600 |
| Total | $26,880 | $6,720 | $33,600 |
Measurement & attribution
Connect the program to CRM outcomes.
Lead and outcome definitions
A qualified lead is a unique prospect whose needs, budget, location, and timing fit the relevant care offering, subject to the community’s assessment. Completed tours count first visits; move-ins count new resident households. Family contacts are deduplicated, and each prospect and related outcomes are assigned to one primary care segment. Internal transfers are excluded.
Program attribution
Connect CRM outcomes to a recorded paid search, display, or email click in the preceding 120 days, using the same rule in both periods. Count each outcome once across the program. Retain earlier and later interactions as supporting touchpoints; report display impressions separately rather than adding them to conversions.
Data and cost basis
The figures are scenario data and do not represent verified historical client results. Paid media includes search and display. Email platform and production costs, agency fees, and sales labor are excluded.
Reading the comparison
Outcomes are recorded by event date and may arise from inquiries made before the reporting period, including prospects re-engaged by email. These totals do not represent one matched lead cohort or prove the incremental effect of any channel. Availability, seasonality, pricing, and sales follow-up also affect outcomes.
Senior living performance
Align marketing with
every level of care.
Contact SJ2 Digital to discuss a marketing approach aligned with each level of care and measured through tours and move-ins.
← Back to all case studies