Discover how we slashed lead costs by 51%, transforming a senior living company’s marketing efficiency. Dive into the case study for insights into our strategic approach, how we optimized ads, and achieved a current cost per lead below $50 on Facebook.
About the Brand
A leading provider in the United States, this senior living company operates 44 diverse communities, offering a spectrum of services including room and board, medical care, and engaging social activities. Catering to a range of needs with facilities from apartments to memory care units, they emphasize enhancing seniors’ quality of life. Their commitment to innovation and resident-centered care, coupled with a philosophy that merges comfort with community, has established them as a benchmark in the senior living industry, continually adapting to meet the evolving needs of its residents.
![](https://ccrgrowth.com/wp-content/uploads/2024/01/case-study-01-facebook-01.jpg)
The Challenges
- Account Setup Constraints: The client's Facebook account was limited to a single profile, yet their communities were diverse and required individualized approaches.
- Ad Category Limitations: Being in the Housing ad category restricted their campaign flexibility.
- Pixel Installation Issues: Incorrect installation of the Facebook Pixel on their website hindered accurate tracking and data analysis.
- Limited Ad Testing: A narrow scope of ad testing reduced the potential for optimization and effective targeting.
- Absence of Video Ads: The client was not utilizing video ads, which generally outperform image-based ads.
- Challenges in Sourcing Quality Videos: Difficulties in obtaining new video material, often receiving low-quality content.
- Ineffective Copywriting: The ad copy lacked a unique selling proposition, which is crucial for standing out in a competitive market.
- Top-of-Funnel Focus: A strategy concentrated on top-of-funnel ads resulted in missed opportunities for retargeting engaged users.
- Lack of Testimonials and Sales Incentives: The absence of customer testimonials and sales incentives reduced the effectiveness of the campaigns in converting leads.
- Lack of available budget to maximize ad visibility
![](https://ccrgrowth.com/wp-content/uploads/2024/01/case-study-01-facebook-02-1024x384.jpg)
The Strategy
- Initiate by testing various hooks and creatives, focusing on video and image carousels, to identify the most effective approach.
- This strategy involves multiple phases, refining audience targeting and creative elements based on performance data.
- Engage users showing initial interest, utilizing lifestyle and testimonial videos for a deeper connection.
- Target audiences deeper in the sales funnel with direct, scarcity-driven messaging, employing dynamic single-image ads for impact.
- Shift to Lead Form Campaign Ads: Transition from website events campaigns to lead form campaign ads for enhanced results.
- Exclusive Use of Video Creatives: Optimize the top funnel to exclusively use video creatives, finding testimonial-style videos and community walkthrough videos most effective.
- This strategy progression aims to refine targeting, messaging, and creative types across the funnel stages, culminating in a focused approach to converting highly interested leads.
The Result:
Phase I – Split Testing
The first six months were challenging, marked by extensive testing. The cost per lead was initially high at $215, with results being sporadic and uneven.
![](https://ccrgrowth.com/wp-content/uploads/2024/01/case-study-01-facebook-04-a.jpg)
Phase II – Optimization:
After this initial testing period. This strategic shift led to a remarkable reduction in the cost per lead to $106.96 over the following six months marking a 51% price drop.![](https://ccrgrowth.com/wp-content/uploads/2024/01/case-study-01-facebook-04-b.jpg)
Current Performance:
The campaign has continued to excel, with the current cost per lead now below $50. This demonstrates a consistent and substantial improvement in efficiency and effectiveness.![](https://ccrgrowth.com/wp-content/uploads/2024/01/case-study-01-facebook-04-c.jpg)
Outstanding Community Performance:
Among the various communities, the best-performing ones achieved move-ins at an impressive cost of $450 per move-in, highlighting the success of the targeted strategies in specific segments.![](https://ccrgrowth.com/wp-content/uploads/2024/01/case-study-01-facebook-03-2.jpg)
Ready to Transform Your Approach and Maximize Your Community's Growth?
Watch this video to discover how our team of growth experts assist Senior Living Providers in generating $1.5M and up in additional revenue within twelve months, guaranteed.