Residents talking over coffee in a community lounge

Topic · Paid media

Paid media for senior living.

Google and Meta campaigns for communities, judged on cost per move-in rather than cost per click. Benchmarks by care type, what to run first, and the mistakes that make a working account look like a failing one.

14 in Paid media

Cover graphic: 100%, Of first month's rent. The aggregator math nobody puts in the board deck

Strategy Paid media Pillar

The Referral Aggregator Math Nobody Puts in the Board Deck

Referral aggregators charge 50 to 100% of first month's rent and are the largest advertisers in senior living. The arithmetic is not whether to use them, but what share of your census you are renting rather than owning.

Oct 6, 2026 7 min read

Paid media Strategy Pillar

What a Senior Living Lead Should Actually Cost, by Care Type

Published 2026 benchmarks put senior living leads between $40 and $200 depending on care type. Here are the ranges, what sits inside them, and why a number far below the range is usually a warning rather than a win.

Sep 29, 2026 7 min read

Abstract illustration of glowing person icons linked across a dark blue digital network, with one candidate highlighted at the center

Recruitment Paid media Pillar

Senior Living Recruitment Marketing: How to Hire Caregivers and Nurses Faster

Senior living turnover ran 35.4% in 2026. How recruitment marketing uses Meta, Google, Indeed and Google for Jobs to fill caregiver and nurse roles faster.

Mar 17, 2025 7 min read

Two older women talking in garden chairs among clipped hedges outside a row of brick cottages

Paid media Pillar

Facebook Ads vs Google Ads for Senior Living: Which Does What

Facebook ads vs Google Ads for senior living: what each channel does well, how Meta's Housing rules change targeting, and how to split budget by care type.

Mar 6, 2025 6 min read

An older couple sitting in a garden with a laptop in evening sun

Paid media

Programmatic Advertising for Senior Living: What It Does and Where It Stops

Programmatic advertising for senior living explained: how it works, audience sources and privacy limits, site lists, brand safety, CTV, and how to measure it.

Sep 25, 2024 6 min read

Two women reviewing a laptop together at a kitchen table

Paid media Strategy

Assisted Living Lead Generation, Channel by Channel

Assisted living lead generation by channel: what search, Meta, aggregators and referrals produce, how to judge lead quality and speed, and the privacy risks.

May 22, 2023 6 min read

A tablet on a desk showing a chart dashboard beside a cup of coffee

Strategy Paid media

Senior Living Marketing KPIs: What to Track and How to Set It Up

The senior living marketing KPIs that map to occupancy, from inquiries to cost per move-in, and how to track them with GA4 key events, call tracking and a CRM.

May 19, 2023 6 min read

Older women tending large raised planters in a community courtyard while a grandmother and a young girl sit on a bench

Strategy Paid media

Can You Fill an Assisted Living Community With Digital Marketing Alone?

Digital marketing can be your largest source of assisted living move-ins, but not your only one. Here is what it does, what it cannot, and what fills the rest.

Feb 17, 2023 5 min read

A smiling group of nurses and clinicians in scrubs and white coats standing together outside a glass-fronted building

Recruitment Paid media

Nurse Recruitment Marketing for Senior Living: The Real Challenges

RN turnover in senior living ran 40.8% in 2026. The six challenges that make nurse, CNA and med tech recruitment hard, and what digital marketing can fix.

Feb 17, 2023 6 min read

A blank classified ad circled in pink highlighter on a newspaper page

Strategy Paid media

Traditional vs Digital Marketing for Senior Living: Where Print Still Pays

Digital has not replaced direct mail, print, events or broadcast in senior living. Here is where each still earns its budget and how to measure them fairly.

Feb 10, 2023 5 min read

A white tablet on a wooden desk showing the Google search homepage

Paid media

Assisted Living PPC: How to Run Google Ads That Produce Tours

How to run assisted living PPC in Google Ads: count tours and move-ins as conversions, split campaigns by care type, protect your brand and bid on real intent.

Dec 30, 2022 6 min read

Two people reviewing marketing charts on a tablet and printed reports at a desk

Paid media Strategy

How to Build a Senior Living Digital Advertising Strategy

A senior living digital advertising strategy starts with the units you need to fill, gives each channel one job, and is judged on cost per move-in by care type.

Aug 2, 2022 7 min read

Woman on a red sofa holding a tablet showing streaming apps, facing a wall-mounted smart TV with the same app grid

Paid media Strategy

OTT and CTV Advertising for Senior Living: What It Is and When It Works

Streaming TV ads keep a senior living community familiar through a long decision, but you cannot click a TV. Here is how OTT and CTV work and when they pay.

Aug 10, 2021 5 min read

Smiling woman in glasses on a phone call at an office desk, holding a pen beside a laptop and stacks of paperwork

Strategy Paid media

Call Tracking for Senior Living: The Best Leads Your Reports Never Count

Families in a hurry call rather than fill in a form, and most reports never count those calls. Here is what call tracking fixes for senior living advertisers.

Aug 10, 2021 4 min read

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