FRIENDLY SENIOR LIVING • CASE STUDY
Competing for Clicks to Creating Waitlists
Friendly Senior Living didn't need to spend more on digital advertising. They needed their properties to stop competing against each other.
SOCIAL MEDIA
DIGITAL ADS
The
Brand
Friendly Senior Living has been serving the Rochester community for generations, offering a continuum of senior living options across multiple communities and levels of care 🏡.
Each property has its own audience, offerings and occupancy goals.
But behind the scenes, their digital advertising wasn't working together.
The
Challenge
Friendly Senior Living's own properties were competing against each other for the same customers.
Their previous digital advertising strategy had created an expensive problem.
Multiple properties were targeting overlapping audiences, bidding against one another on Google and ultimately draining their own advertising budget.
Instead of working together under one coordinated strategy, each property's campaigns were essentially competing for the same clicks.
That meant 💸 wasted spend, 👀 limited visibility into what was actually driving results, and 🙅♂️ missed opportunities across the organization.
The challenge wasn't to simply generate more leads. It was to make every marketing dollar work together.
👇 SKIP TO THE RESULTS 👇
Our
Approach
We turned multiple competing campaigns into one coordinated growth strategy. 🌱
Friendly Senior Living went from having properties competing against each other for digital attention to having a marketing ecosystem built around the individual goals of each community.
The result?
Waitlists across every property we've marketed.
At the same time, we've helped Friendly Senior Living reach more people, strengthen its brand and create a growing library of content that tells the story of its communities beyond an advertisement.
The
Strategy
We rebuilt their digital strategy from the ground up. 🧩
We restructured Friendly Senior Living's advertising ecosystem around the individual needs of each property while creating a larger strategy that allowed the entire organization to work together.
Then we expanded beyond search to build demand, increase brand awareness and reach families before they ever started Googling senior living options.
That meant building a strategy around three things:
Build the Brand Through Content
We used photography, video and social-first content to showcase everyday life at Friendly Senior Living.
By capturing the people, moments and experiences that make each community unique, we helped prospective residents and their families picture themselves there.
Rebuild Google Ads 🛠️
We completely reset Friendly Senior Living's Google Ads strategy.
Instead of allowing individual properties to compete against one another, we created campaigns designed around each community, its audience and its specific occupancy goals.
This allowed us to reduce unnecessary overlap, better control where advertising dollars were going and connect potential residents and their families with the property that best matched what they were actually searching for.
Introduce Meta Advertising
Search captures people who are already looking, but we wanted to reach families before they started searching.
Through targeted Meta ads with strong creative and property-specific campaigns, we created a new source of awareness, traffic and leads.
The Results
👀
1.5M+
Paid Ad
Impressions
💻
29K
Website
Visits
👇
17%
Reduction in
Cost Per Click
📈
21%
Growth in
Monthly Reach
More advertising doesn't fix a broken advertising strategy.
By rebuilding Google Ads, introducing Meta advertising and creating content that showed the people and experiences behind Friendly Senior Living, we turned disconnected marketing efforts into one coordinated strategy.