Case Study
How Rural and Suburban Communities Use PPC to Attract Urban Seniors
1.37m
impressions across search and display.
8.58k
engagements across search and display.
137
qualified inquiries at an average cost per lead of $77.09.
16.21%
conversion rate for search ads targeting the Seattle area.
The Challenge
Sustaining census goals for rural and suburban markets.
Senior living providers in rural and suburban markets often face a fundamental challenge: The local population alone isn’t large enough to sustain census goals. These communities offer strong value propositions—affordability, natural beauty, and a close-knit lifestyle—but each needed a way to draw interest from higher-density urban areas where demand was stronger.
Strategy
We implemented geo-targeted Google Search and Display campaigns to reach prospects well beyond each community’s immediate service area.
Audience Targeting.
Focused on metro areas with the highest potential for relocation interest.
Message Positioning.
Highlighted unique advantages: lower cost of living, less congestion, scenic surroundings, and a welcoming small-town feel.
Channel Mix.
Used high-intent search campaigns to capture active prospects and display campaigns to generate awareness and brand familiarity.
Conversion Optimization.
Created location-specific landing pages with clear CTAs, call tracking, and form analytics to attribute leads to each geographic segment.
Execution Highlights
1.
A senior living community offering the full continuum of senior living options targeted the Seattle metro area to promote an island lifestyle just outside the city.
2.
A 55-plus retirement community in a rural area focused on the I-5 corridor, reaching older adults seeking affordability and charm beyond major metro hubs.
3.
An assisted living community tapped into the Olympic Peninsula’s appeal, connecting with local seniors beyond their immediate town as well as urban dwellers looking for beauty, peace, and community.
Results
Precision targeting, strategic display outreach, and expanding reach into wider county and urban markets.
Senior Living Metro Market Campaign (Jan. 1 – Aug. 12, 2025)
Precision targeting in a competitive metro market delivered:
- 1.37 million impressions and 8,580 engagements across search and display.
- 137 qualified inquiries at an average cost per lead of $77.09.
- Search ads targeting the Seattle area converted at an impressive 16.21%, turning a high share of clicks into conversions.
I-5 Corridor 55-plus Retirement Community Display Campaign (YTD)
Strategic display outreach drove measurable relocation interest:
- 471,791 impressions to targeted prospects along the I-5 corridor.
- 3,333 clicks with a strong 0.71% CTR—well above typical display benchmarks.
- 90 new leads at only $35.69 each.
- 2.7% conversion rate from non-local traffic, proving the ability to influence long-distance move decisions.
Peninsula Assisted Living Market Campaign (YTD)
Expanding reach into wider county and urban markets generated new growth opportunities:
- 294,000+ impressions to targeted urban and suburban audiences.
- 6.2% search conversion rate, indicating strong intent.
- 52% increase in non-local inquiries, giving the sales team a larger pool of high-quality prospects.
Takeaways
Casting a wider geographic net with the right PPC strategy can transform census-building efforts.
For rural and suburban senior living communities, casting a wider geographic net with the right PPC strategy can transform census-building efforts. By combining high-intent search with targeted display campaigns, these senior living communities turned from “hidden gems” into destinations—proving that the right message, shown to the right audience, can move seniors and families to take action.
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