Industry
Senior living marketing and lead generation
We run search and social campaigns for senior living communities through agencies and operators. We connect enquiries and tour requests to the sales follow-up process, so the account is judged on useful demand rather than form volume alone.
The work behind the service.
The person searching is not always the person who will move in. Adult children, family members and seniors can enter the journey at different stages. We structure the offer and destination around the information they need, from location and accommodation to the next conversation. We do not assume every search represents an immediate move-in decision.
Local competition is part of the journey. Families often compare several communities and search their names. That can make competitor-name matching useful, provided the terms are genuinely local and relevant. We read those queries before excluding them, while guarding against referral aggregators and traffic outside the community’s practical catchment.
Automation needs time and a trustworthy signal in this category. Our AI Max article describes communities with four to six conversions per fortnight. That is too little to judge a change like a high-volume retail account. We separate matching from automated copy, maintain reviewed language and read the result over a window suited to the actual volume.
What's included.
- Google Ads with AI Max
- Meta lead generation
- call tracking
- CRM lead quality loop
How it works.
- 01
Map community and enquiry quality
We establish the location, offer and practical catchment area. We agree on what makes a tour request useful and how the sales team records it. Capacity and service differences are reflected in the brief rather than hidden in generic campaign copy.
- 02
Verify the tracking path
We test forms, calls and CRM records where available. We distinguish a submission from a qualified tour request and a later move-in. Missing follow-up information is recorded as a measurement gap, not filled with a platform assumption.
- 03
Build search and social roles
We use search for relevant demand and social where it supports the offer and journey. Assets show the community and answer real questions. Campaign roles remain distinct enough to evaluate rather than blending every action into one lead count.
- 04
Configure AI Max carefully
We review query matching, approved copy and destination controls. Our published approach uses matching while keeping text customization and final URL expansion off in this context. Search terms are reviewed to confirm that expansion stays relevant.
- 05
Review outcomes with sales
We compare delivery with qualified enquiries and tours where the CRM supports it. The review looks at contactability and progression, not only cost per form. We allow an evaluation period that reflects the community’s conversion volume and decision cycle.
Proof from the work.
Our anonymized senior living work includes digital media buying for a US operator through an agency partner and a lead-engine engagement. The AI Max article explains why four to six conversions per fortnight needs a patient review window. We keep tour and move-in claims separate from platform enquiries unless the CRM record supports them.
- Senior living digital media buying: cost per acquisition down 88%, web conversions up 5X on 40% less spend
- Chicago-area senior living: cost per conversion from $63 to $20
How we price it.
We bill hourly and set the scope in hours. Strategy and advisory are CAD $175/h. Media management and execution are CAD $110/h. We separate those kinds of work in the estimate so you can see what is being bought, rather than hiding them inside a percentage of spend.
We agree on the deliverables, dependencies and review points before starting. If new work appears, we discuss the hours before expanding the scope. Engineering builds, hosting, software subscriptions, creative production and advertising budgets are identified separately where relevant. We confirm the applicable engineering rate in the scope rather than assigning a media rate to a technical build.
You can engage one discipline without buying the others. A tracking correction does not require ongoing media work, and a media engagement does not require a website rebuild. We recommend a sequence only when the evidence shows a dependency. The estimate makes that relationship visible, so your team can decide what to do now and what can wait.
We also agree on how progress will be reviewed and how hours will be reported. Your team should be able to connect the time used to the work delivered. When an access issue or an approval blocks delivery, we explain the dependency rather than letting it disappear inside an open-ended engagement.
Questions before we start.
Who searches for senior living, the senior or the family?
Both can be involved, along with adult children and other family members. The campaign and page need to answer the questions of the person making the enquiry. We avoid assuming that age alone describes intent.
What does a good cost per tour look like?
It depends on the community, market, offer and definition of a completed tour. We separate cost per enquiry from cost per qualified tour before benchmarking. We do not invent a universal cost target without account and CRM evidence.
Does AI Max work for senior living?
Our published approach uses AI Max matching while keeping unreviewed text customization off. Senior living has specific targeting and language constraints, so we configure rather than enable every option. Clean conversion tracking is a prerequisite for evaluating the test.
Related services.
Notes from the work.
AI Max for senior living: let it match, don't let it write
Senior living suits what AI Max does to targeting and does not suit what it does to copy. Run the matching. Turn off the writing.
Non-skippable YouTube is not a lead channel
Two video buys on the same platform. One was judged on clicks it could never produce. The other was built as a reach buy and measured like one.
Start a conversation.
Tell us what you are trying to move. We will tell you which disciplines are worth engaging, and which are not.