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.
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
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.
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.
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.
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.
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.