Home Results Local Marketing for Silverado Memory Care: More Qualified Leads for Lower Cost

Local Marketing for Silverado Memory Care: More Qualified Leads for Lower Cost

This memory care & assisted living community partnered with GoldenComm to improve their digital marketing strategy. The results? Every marketer’s dream: Higher quality leads for lower costs.

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Who is this for?

This case study will be especially relevant for the following job functions:

Marketing Directors

Digital Marketing Managers

SEO Specialists

VP of Sales & Marketing

Google Ads Specialists

Business Development Managers

The Challenge

While GoldenComm had a long-standing relationship with Silverado Memory Care, they had a common problem: They were generating leads but not the right ones. While the form fills were coming in, many of them weren’t a good fit and didn’t convert into move-ins. This meant wasted time, energy, and budget. They needed a strategy that would lower their cost per acquisition and bring in more serious prospects who were ready to join one of their best-in-class memory care assisted living communities.

The Results

16%

decrease in ad spend

23%

more web-influenced acquisitions

32%

lower avg cost per acquisition

The Solution

Focusing on Qualified Leads

To get higher quality leads, our first mission was to better understand their ideal prospect. We dug deeper into their data and had numerous discussions so we could build and refine their target persona. This helped us learn what set the qualified leads apart from the rest, giving us the tools we needed to optimize their PPC, polish their messaging, and hone in on people that would make it further down the sales funnel. Rather than celebrating any and every form fill, we wanted to filter out anyone who wasn’t truly interested in moving in.

Optimizing for Local Traffic

Next, we decided to double down on local SEO and SEM. To start, we wanted to create location-specific pages that would help not only organic visitors but also paid traffic. Organic site visitors can more easily find a Silverado Memory Care location nearest them, while paid visitors would land directly on a page with targeted messaging. We carefully crafted the design, layout and content to highlight the brand’s trusted reputation and share real-world stories and FAQs. These became powerful landing pages for the Performance Max campaign we launched, which proved to be incredibly effective.

Building Trust with Intentful Prospects

With the new location pages, we were able to optimize for “memory care assisted living near me” searches—a game-changer for families looking for senior living options close to home. This helped us attract high-intent leads who were ready to take action with a specific community. Google Business Profile and customer reviews also played a large role in our local marketing strategy. Silverado worked hard at acquiring new reviews on their Google Business Profile, which not only enhanced their online reputation but also increased their visibility in search results. When potential residents and their families saw glowing reviews paired with our optimized campaigns and landing pages, it created a sense of trust and credibility.

Delivering Impactful Results, YOY

Our approach delivered measurable results for Silverado. By optimizing ad spend, we achieved a 15.8% year-over-year decrease in digital marketing and pay-per-click costs. At the same time, we increased web-influenced move-ins by 23.4% thanks to the quality of leads we were able to attract. Perhaps most impressively, our refined targeting and local marketing strategies helped reduce the cost per acquisition by 31.8%. While each of these results make us proud of what we’ve been able to accomplish, we can’t wait to see these numbers continue on their current trajectory.

Summary

By launching a Performance Max campaign that targeted more qualified leads with Google Business Profile, customer reviews, and local optimization, GoldenComm helped this top-rated memory care and assisted living brand achieve incredible results.

Year over year, they saw ad spend reduced by 16% and cost per acquisition decrease by 32%. And even with lower costs, we still saw 23% more web-influenced move-ins.

16%