Data-Driven PPC Strategy Helped a Senior Living Brand Reach 90% Occupancy
Filling Communities with Strategy, Not Just Spend
With more than 60 locations across a competitive New England market, a leading senior living brand faced a growing problem: empty rooms and rising dependence on third-party referral sites like A Place for Mom. Not only were they losing control over their lead pipeline, but they were also struggling to differentiate key services—especially memory care, one of their most profitable offerings.
They needed a solution that didn’t just drive traffic but converted high-intent prospects into residents. That’s where we came in.
By thinking on behalf of our clients every day, we anticipate what they want, provide what they need & build lasting relationships. These are the concept that shape our distinctive culture & differentiate us from others.
We guide our clients through difficult issues, bringing our insight and judgment to each situation. Our innovative approaches create original solutions to our clients.
The Challenge
- Achieve and maintain 90% occupancy across all locations
- Reduce over-reliance on third-party referral networks
- Drive more leads specifically for memory care services
- Compete effectively in a crowded senior care market
The Strategy: Hyper-Focused, Data-Driven Paid Media
We designed a paid media acquisition strategy rooted in two things: data and flexibility. Our campaigns weren’t one-size-fits-all—they were built around the unique needs of each location.
1. Community-Specific Campaign Structure
Each community had its own dedicated campaign, split into three ad groups:
- Assisted Living
- Senior Living
- Memory Care
This allowed us to scale spend where demand was highest, ensuring no budget was wasted.
2. Refreshed Keyword Strategy for Lead Quality
We conducted a full keyword audit and switched to broad-match keywords with precise intent targeting. Special focus was given to memory care terms, helping increase traffic to this priority service line.
3. Ad Copy Built for Intent & Conversion
We replaced the brand’s generic ad copy with compelling, localized messages tailored to each community’s offerings. This not only boosted relevance but significantly improved click-through and conversion rates.
The Analytics Engine Behind the Success
To ensure ongoing performance, we built custom dashboards that tracked:
- Leads by care type
- Occupancy rate by location
- Move-ins and funnel performance metrics
This real-time data gave us the power to adapt budgets, shift strategies, and double down on what worked—exactly when and where it mattered.
The Results: Occupancy at Scale
With a refined PPC strategy and data-powered decision-making, the senior living brand reached—and sustained—a remarkable 90% occupancy rate across all communities. Even better, this success wasn’t just limited to lead volume; it extended across every important performance metric:
- 47% increase in lead volume, driven by better keyword and ad strategies
- 100% improvement in conversion rate, thanks to intent-aligned messaging
- 30% reduction in cost per acquisition (CPA), making growth more cost-effective
- Significant drop in referral dependency, giving the brand back control of its lead pipeline
More Than Just Leads—Meaningful Growth
This case is a prime example of what happens when performance marketing meets deep industry understanding. By tailoring the strategy to individual community needs and leveraging real-time data, we didn’t just help a brand grow — we helped fill rooms with the right residents, at the right time, for the right service lines.