Senior living Google Ads
One account: 317 conversions from Oct 1 to 24, at $11.19 each.
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Three Google Ads overviews, one from each of three senior living accounts, all for Oct 1 to 24, 2026. Click any screenshot to open it full size.
Account 1, the largest
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Account 1, Oct 1 to 24, 2026: 769 clicks, 317.00 conversions, 11,327 impressions and $3,548.70 cost, as Google shows them. The arrows under each figure compare it with the 24 days before: conversions rose by 117.07 and impressions by 769, while clicks dipped by 2 and cost by $72.85. Dates as set in Google's date picker.
Account 2
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Account 2, Oct 1 to 24, 2026: 456 clicks, 66.00 conversions, 4,958 impressions and $1,664.71 cost, as Google shows them. Against the 24 days before, all four arrows point down: clicks by 83, conversions by 17.00, impressions by 1,160 and cost by $44.60. Dates as labeled along the bottom of Google's chart.
Account 3
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Account 3, Oct 1 to 24, 2026: 198 clicks, 24.00 conversions, 2,917 impressions and $700.82 cost, as Google shows them. Against the 24 days before, clicks rose by 1 and cost by $14.15, while conversions fell by 3.00 and impressions by 803. Dates as set in Google's date picker.
The Figures Side by Side
| Period | Clicks | Conversions | Cost | Cost per conversion (calculated) | Conversion rate (calculated) |
|---|---|---|---|---|---|
| Account 1, Oct 1 to 24, 2026 | 769 | 317.00 | $3,548.70 | $11.19 | 41.22% |
| Account 1 (the 24 days before) | 771 | 199.93 | $3,621.55 | $18.11 | 25.93% |
| Account 2, Oct 1 to 24, 2026 | 456 | 66.00 | $1,664.71 | $25.22 | 14.47% |
| Account 2 (the 24 days before) | 539 | 83.00 | $1,709.31 | $20.59 | 15.40% |
| Account 3, Oct 1 to 24, 2026 | 198 | 24.00 | $700.82 | $29.20 | 12.12% |
| Account 3 (the 24 days before) | 197 | 27.00 | $686.67 | $25.43 | 13.71% |
Google's overview does not print the last two columns, so I divided cost by conversions and conversions by clicks, rounding to two decimals. Each row for the days before is the figure above it minus the change its arrow shows.
How I Run Senior Living Accounts
These are the habits I bring to any senior living account, built around the family doing the searching.
- Each care level stands alone. Memory care, assisted living and independent living get their own campaigns, ads and landing pages, each with a clear answer on cost. Searches for care the community does not offer, such as in-home care or hospice, go on the negative keyword list.
- Reach families in other cities. A son two states away may type "assisted living" and the name of his father's town. Google's "presence or interest" option lets the ad still reach him, and the larger cities nearby get a campaign of their own.
- Call ads follow staffed hours. Call ads and call buttons show only while someone at the community can pick up. After hours and on weekends, the ads point families to online tour booking instead of a voicemail box.
- Downloads never steer the bidding. Brochure and floor-plan downloads are tracked as secondary actions, so bidding works toward booked tours and calls past a set length. A family that sends the tour form twice counts once.
- Your own name, your own ad. When a family searches the community by name, a directory or another community's ad can appear above your listing. A small brand campaign puts your own ad in that space, so the inquiry can come straight to you instead of through a referral service.
- Budgets ready before the holidays. Families often notice that a parent needs more help during holiday visits, and inquiries tend to rise in late December and early January. I plan the budget and the ad schedule before Christmas, not after New Year.
What the Numbers Say
Account 1 had the strongest month. From Oct 1 to 24, 2026, it recorded 317 conversions at $11.19 each ($3,548.70 ÷ 317), against 199.93 at $18.11 ($3,621.55 ÷ 199.93) in the 24 days before. That is 58.56% more conversions on 2.01% less spend.
Clicks barely moved, 769 against 771, so the gain shows in the conversion rate: 41.22% of clicks (317 ÷ 769), up from 25.93%.
Accounts 2 and 3 had softer months. Account 2 recorded 66 conversions at $25.22 each ($1,664.71 ÷ 66), against 83 at $20.59 before, on 2.61% less spend. Account 3 recorded 24 at $29.20 each ($700.82 ÷ 24), against 27 at $25.43, with spend up 2.06%.
On this page, a conversion is an action the account tracks as a goal, for example a phone call or a sent form. Google shows decimals, like 199.93, when it shares credit between ads.
Who This Is For
If It's Your Business
If you run a care community, I first check how your budget splits across care levels and whether tours and calls are counted correctly. That first review is free, and you decide what happens after it.
If It's Your Client's Account
Agencies with a care community on their books can hand its Google Ads to me as white-label work. Memory care, assisted living and independent living each keep their own campaign, so your client report can show each level separately.
Let's Look at Your Senior Living Ads
Tell me about your community, or your client's, and I'll look over the account for free, care level by care level.
Other Industries
- Real estate: one account rose from 30.35 to 39.31 conversions in 30 days, while the larger one had a harder October.
- Home & kitchen remodeling: both accounts gained conversions this month, 43 against 33 and 17 against 11.
- Driving instructors: one account doubled its conversions this month, from 17 to 34.