Case Study
Achieving a 20% Boost in Lead Quality with Targeted Digital Strategies
20%
increase in post-launch, qualified leads in the first month of launch as we reoriented the PPC strategy toward targeted, high-intent traffic.
50%
increase in qualified leads from their annual low under previous management.
20%
increase in qualified leads within the first 90 days of launching PPC and SEO enhancements.
Client
Cascadia Senior Living
Cascadia Senior Living & Development, a senior living provider with communities throughout the Pacific Northwest, sought a strategic digital marketing overhaul to address longstanding challenges. Prior to partnering with us, their digital marketing was managed by a provider whose broader focus did not fully align with the specialized needs of the senior care industry. This resulted in pay-per-click (PPC) campaigns and search engine optimization (SEO) efforts that left room for improvement. Our collaborative approach shifted the focus from high-volume, low-quality traffic to attracting qualified leads through a fully customized, data-driven approach.
Challenges
Limited local visibility, irrelevant keywords, minimal PPC oversight, and difficulty connecting effectively with audience.
1. SEO Visibility
Cascadia’s websites had limited local visibility, with communities only having single-page sites.
2. PPC Missteps
Earlier campaigns were plagued by irrelevant keywords that attracted the wrong audience. Additionally, automated PPC management strategies had minimal oversight, which led to wasted ad spend.
3. Content Strategy
Without a structured content marketing strategy utilizing localized content in place, Cascadia’s websites had difficulty in connecting effectively with prospective residents and their families.
Strategy
Location-specific search visibility, new managed PPC campaigns, tailored blog content, regular monthly metric reviews.
Enhanced SEO Strategy.
We redesigned each community’s website to include multiple pages and to focus on location-specific search visibility, mobile responsiveness, and keyword performance. The websites leveraged a custom design with photos and messaging that emphasized the luxury, high-quality product they provide.
PPC Campaign Optimization.
In August 2024, we launched new, managed PPC campaigns that were designed to reach high-intent users actively searching for senior living solutions.
Refined Content Development.
Starting in September 2024, we began publishing blog content tailored to each community, integrating localized information and experiences instead of generic stories.
Ongoing Performance Monitoring and Adjustments.
Focused on clear metrics, we tracked PPC performance, site engagement, and search rankings. Regular, monthly reviews enabled quick adjustments of things like keyword targeting, ad messaging, and ad bid strategies, to further optimize both SEO and PPC campaigns.
Results
Within the first 90 days of launching PPC and SEO enhancements, Cascadia achieved a 20% increase in qualified leads.
SEO Impact
Communities experienced significant ranking improvements with nearly all key terms, reaching first-page visibility within months. Two communities that did not previously rank for any relevant keywords achieved first-page rankings within two months after the new sites were launched.
PPC Success
Post-launch, qualified leads increased by 20% in the first month of launch as we reoriented the PPC strategy toward targeted, high-intent traffic. This was a 50% increase in qualified leads from their annual low under previous management. Ongoing campaign adjustments ensured that only the most relevant, conversion-ready traffic was captured. Their sales teams were able to avoid the distraction of hundreds of unqualified leads (either not seeking senior living or financially unqualified) per month and focus on the leads that were most likely to convert.
Content Engagement
Locally customized content improved engagement, reinforcing community trust and supporting overall digital performance. This content is distributed across digital platforms, including local Google Business Profiles, Facebook pages, and community-specific newsletters that cultivate leads while they are in the decision-making process.
Key Takeaways
Smart Targeting Beats Broad Reach
Focusing on quality leads with managed campaigns delivered better ROI.
SEO Requires Consistency
With time and structure, SERP rankings improved across their communities.
Local Content Builds Trust
Ongoing local content efforts enhanced authority and boosted engagement.
Conclusion
Transformed online presence by focusing on localized SEO, managed PPC campaigns, and content built around each location.
By reworking Cascadia Senior Living’s digital marketing approach – with a focus on localized SEO, managed PPC campaigns, and content built around each location – we successfully transformed their online presence. This strategic realignment not only improved search rankings and quality lead generation, but also underscored the value of a hands-on, data-driven approach in senior care marketing.
Client Feedback
“I’ve been working with the IlluminAge team for close to a year now and have come to rely on them as partners who have our best interests in mind. They are quick, proactive, and make impactful suggestions that steer us in the right direction. Their design, content creation, and skills in the SEO and paid search realms have helped us achieve a 20% bump in digital lead quality. Not only do they do a great job, but the team is a joy to work with.”
– Wayne, VP of Brand and Experience, Cascadia Senior Living & Development
Want Similar Results?
If you’re ready to increase your digital lead quality and long-term visibility, let’s talk. Contact IlluminAge to learn how we can help.