Cutting cost per lead across five senior-living communities.
Delivered white label through a partner agency, we manage Google Ads for a multi-community senior-living operator — driving tour and inquiry leads across five locations while steadily bringing down cost per lead in one of the most competitive, high-CPC categories in search.
The challenge
Senior living and memory care are among the most competitive and expensive categories in Google Ads — clicks can run well over $30, and a single wasted campaign burns through budget fast. Our client operates five communities, each its own local market with its own mix of assisted living, memory care, and nursing-home demand. And because this was delivered white label through a partner agency, everything had to run cleanly behind the scenes and report under the agency’s brand.
What we did
- Per-community structure — separate campaigns for brand, assisted living, memory care, and nursing homes so budget and messaging match intent.
- Aggressive negative-keyword discipline — cutting competitor and irrelevant traffic that inflates cost per lead in this category.
- Match-type tightening — reining in high-CPA and non-converting keywords, while expanding the variants that actually produced leads.
- Monthly optimization and per-community reporting — delivered for the agency partner to present as its own.
The results
Cost per lead fell sharply across the account: one community’s nursing-home campaign dropped from $512 to $138 per lead (−73%), a senior-living campaign from $282 to $112 (−60%), and brand campaigns held an efficient ~$46 cost per lead. Several ad groups that had produced no conversions the prior period turned into steady lead sources after restructuring — all delivered quietly under the partner agency’s brand.
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