Google Ads: Increasing Admissions For Assisted Living Facilities

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In the world of long term care and assisted living facilities, a unique opportunity exists for the adoption of new marketing strategies. We’re all familiar with how labor-intensive the traditional methods of gaining leads and increasing admissions can be. A digital marketing strategy that uses closely targeted PPC (pay-per-click) ads is one of the most efficient ways to increase leads…at a very low cost per acquisition. Many long term care facilities haven’t implemented digital strategies yet, so this allows early adopters to easily ​jump ahead of competition​ and ​capture more leads at lower cost.

PPC (pay-per-click) advertising is one of the most effortless ways to be seen on the top of search engine results for relevant keywords, using channels like Google Ads or Microsoft Ads. This lets you reach people researching facilities, retarget people who’ve already visited your website, and even appear for people looking for your competitors. The results are instant, and within minutes you can already be in the top position.

Case Study 1: Large Assisted Living Campus

The amount of sessions (users) almost doubled, and the amount of unique users increased by over 300%.

Area:​ Small city of ~100,000 in United States

Ad Budget:​ $3,500/month

This client has a large continuing care senior campus which offers rehabilitation, long term nursing care, and also independent and assisted living apartments. Conversion tracking was set up in order to directly track the performance of calls and emails. After creating an AdWords campaign, the following results were reached in under 3 months:

CallsConversion RateCost Per LeadTotal Ad Budget
2549.52%$73.16$18,632

Case Study 2: Small Assisted Living & Memory Care Facility

The arrow marks when Discosloth started campaign.

Area:​ Rural town of ~9,000 in United States

Ad Budget:​ $1,800/month

This client has a very small facility providing assisted living and memory care in a small, rural town. Conversion tracking was set up in order to directly track the performance of calls and emails. After creating a Google Ads campaign, the facility got their first patient within the first month of advertising!

The facility manager was excited about our campaign, and stated: “Discosloth has made a big difference and I have noticed a significant increase of inquiries since it started.”

Site VisitorsConversion RateCost Per LeadTotal Ad Budget
7083.06%$72.39$1,349

Case Study 3: Metro Region Memory Care Facility

Arrow marks where Discosloth started working on the ad campaigns.

Area:​ city of 2.9 million in United States

Ad Budget:​ $3,500/month

This client has a facility in a large US metro area offering memory care in a secure setting. Conversion tracking was set up in order to directly track the performance of calls and emails. After creating a Google Ads campaign, the facility got its first patient within a few weeks. The facility site developer told Discosloth that the marketing directer has “rave reviews of the results you guys are getting.”

ImpressionsClick-Through-RateCost Per ClickTotal Budget
21,6533.33%$8.67$1,857

Useful information and statistics about healthcare clinic advertising

As a healthcare professional, you’re probably familiar with the extensive (and sometimes onerous) messaging requirements for health care facilities. Although these vary from state to state, the benefit of Google Ads is that it works best when you use wording directly from your website.
Google Ads relies on Quality Score, which is an algorithm that looks at your ad copy and compares it to your website to check for relevancy: a good Quality Score helps decrease your cost-per-click and improves ROI (return-on-investment).

Since your website marketing copy has already been approved by legal, it can be very straightforward to build an advertising campaign without using the wrong terminology.

Easily target specific demographics

As a marketing expert in the assisted living industry, you know who your most important targets are. With Google Ads, we can target specific demographics directly: for example, middle-aged people researching facilities to place their aging parents. If you’ve already narrowed down your audience, you can serve ads directly towards super-specific groups. For example: 45-65 year old women searching for phrases like “assisted living in Palo Alto”.

The good news: ​80%​ of people in these demographics use Google to search for these options.

Another ​16%​ see Microsoft (Bing) Ads. You should use both of these channels to advertise!

Although it might not be the most popular search engine, there is a unique advantage in setting up Microsoft Ad campaigns in tandem with your Google campaigns. The cost can be far lower. Additionally, a large number of older users tend to use Bing since it is the default search engine on Windows 10 computers. ​This makes it perfect for reaching an aging audience!

Learn more about Discosloth’s PPC strategies.

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