How we helped a senior living provider boost qualified leads, cut costs, and grow occupancy with smart bidding and value-based digital marketing strategies.

Overview

A senior living provider needed to strengthen its digital marketing strategy in order to generate more qualified leads and support occupancy growth goals. Operating within a highly regulated vertical, the organization required an approach that could balance efficiency, compliance, and scale.

Goals

The campaign set out to:

  • Communicate the organization’s mission and lifestyle experience to prospective residents.

  • Provide website visitors with meaningful insights into community offerings.

  • Generate high-quality leads that convert into move-ins.

Challenges

  • Designing an omni-channel campaign strategy tailored to senior care audiences.

  • Building ad groups around diverse service options and community features.

  • Operating in a highly restricted advertising category, requiring precise targeting and compliance.

Strategy & Execution

Two core strategies were adopted to maximize campaign efficiency and performance:

  1. Smart Bidding – Leveraging automated bidding to increase conversion rates while optimizing spend.

  2. Assigning Value – Applying lead scoring and value assignment to prioritize the actions most likely to generate qualified leads and occupancy.

Results

The outcomes were both measurable and impactful:

  • Conversions grew from 3,000 in 2020 to 8,676 in 2021.

  • Website traffic averaged 1,200 visitors per month in 2021.

  • 70% increase in impressions year-over-year.

  • 82% increase in clicks year-over-year.

Benefits

  • Efficiency
    Smart bidding drove a 159% increase in conversion rate, delivering the highest value for each community while saving $7.78 for every dollar spent.

  • Measurable ROAS
    By assigning value to leads, the campaign achieved an average 778% Return on Ad Spend (ROAS) per community. This enabled prioritization of actions that consistently turned into qualified leads and supported occupancy targets.

Conclusion

Through a blend of smart bidding automation and value-based prioritization, the campaign successfully scaled digital marketing results in a restricted vertical. The results demonstrate how precision in bidding strategy and ROI measurement can significantly boost lead generation and drive measurable business outcomes.