Episode Summary:

In this episode of Senior Living Marketing Perspectives, Debbie Howard, co-founder of Senior Living SMART, is joined by Chris Zook, Director of Search at Senior Living SMART, for an in-depth discussion on mastering Google Ads for lead quality in the senior living industry. They explore how communities can use innovative search strategies like Performance Max campaigns to reduce dependence on third-party lead generators, improve lead quality, and effectively manage ad budgets to stay competitive in the market.

Topics Discussed and Key Points: 

• Understanding Google Ads Strategy: Learn the ins and outs of Google Ads, from search campaigns to Performance Max, and how to apply these tools specifically for senior living communities.
• Optimizing for Senior Living Audiences: Discover how to target high-intent prospects, like adult children and potential residents, through search and display ads tailored to their needs.
• Reducing Reliance on Lead Aggregators: Chris shares case studies and strategies that have helped senior living communities lower their dependence on third-party lead generators like A Place for Mom, freeing up budget for direct advertising efforts.
• Navigating Google’s Special Categories: Understand how senior living communities can work around the unique challenges of Google Ads, such as restrictions from the Fair Housing Act and healthcare classifications.
• Creative Budget Allocation: Learn how to make the most of your ad spend by balancing search ads, local SEO, and paid media, ensuring that every dollar drives qualified leads and supports occupancy goals.
• Case Study Success: Hear how one client reduced their reliance on lead aggregators by 33% in less than a year by strategically shifting to Google Ads and improving lead quality.

Resources:

• Read the Transcript of this episode
• Connect with Chris on LinkedIn
• Check out Senior Living SMART’s website 
• Book a call with Chris to Master your Google Ads
• Follow Senior Living SMART on LinkedIn