Dial Senior Living Case Study
We supercharged conversions and walk-in traffic while slashing costs for Dial Senior Living, a premier provider of senior living communities with more than 20 locations nationwide.
About Dial Senior Living
Dial Senior Living, a premier provider of senior living communities, is dedicated to offering exceptional care and a vibrant lifestyle for seniors. With over 20 communities, Dial Senior Living aims to provide a nurturing environment where seniors can thrive. Their services range from independent living to assisted living and memory care, tailored to meet the unique needs of each resident.
Industry: Senior Living
Location: Nationwide Portfolio
Involvement: Paid Search Advertising; Geofence / Display; Social Media Advertising; SEO
Client: Dial Senior Living
Photos and renderings owned by Dial Senior Living. Campaign stats cover August 2024 to November 2024.
A Plateau in Paid Search Performance
When Dial Senior Living came to us, their digital marketing efforts were primarily focused on paid search campaigns with limited retargeting. They faced several challenges, including a low conversion rate and a high cost per conversion. Their retargeting campaigns also suffered from a very low click-through rate.
A Full-Funnel Growth Plan
We implemented a comprehensive strategy that included:
- Market Research: in-depth research into search volume and the competitive landscape so Dial Senior Living was not overspending or driving up its own cost per click.
- PPC Campaign Optimization: continued investment in pay-per-click while optimizing keywords, ad copy, and targeting to increase relevance and engagement.
- GDN Keyword Retargeting: Google Display Network keyword retargeting in competitive markets, serving ads to potential tenants actively searching highly relevant keywords.
- Social Media Advertising: expanded presence through Facebook and Instagram advertising to build brand awareness and drive more traffic to the website.
Doubling Conversions, Filling Tours
Our strategy improved Dial Senior Living’s online performance across the board:
- Conversion rate for PPC campaigns increased by 100%.
- Cost per conversion decreased by 54.55%.
- GDN keyword retargeting generated a click-through rate eight times higher than previous retargeting campaigns, with CPCs under $1.
- Improved PPC and retargeting drove a 20% year-over-year increase in walk-in tours across many properties.
- Facebook and Instagram campaigns served 110,000 ads over 90 days, generating 2,240 clicks at a 2.04% CTR.
By doubling conversion rate, reducing cost per conversion, and increasing retargeting and social engagement, we drove more qualified leads and a notable increase in walk-in tours. Learn more about Dial Senior Living at dialseniorliving.com.
Social Story Creative
Scroll-stopping vertical story ads built for Facebook and Instagram to drive awareness and community tours.
The Belleview
Community-specific story ad creative tailored to The Belleview’s audience and amenities.
The Montclair
Community-specific story ad creative tailored to The Montclair’s audience and amenities.
By the Numbers
Results That Moved the Business
Performance across paid search, display, and social from August to November 2024.
Conversion Rate Lift
100%
PPC conversion rate increased by 100%.
Ads Served
110K
Facebook and Instagram ads served in 90 days.
Lower Cost Per Lead
54%
Cost per conversion down 54.55%.
Walk-In Tours
20%
Year-over-year increase across properties.
See What Strategic Marketing Can Do
Tell us about your communities and we’ll map a plan to fill more tours.
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