Case Study
Avalina Senior Living – Exceeding Pre-Opening Move-In Goals
Client: Avalina Senior Living
Industry: Senior Living, Assisted Living, Independent Living, and Memory Care Communities
Objective
Avalina Senior Living partnered with We Are Paid Search to generate move-in leads ahead of their facility’s opening in December 2024. The goal was to achieve at least 10 resident move-ins, with a stretch target of 12, within a 12-month pre-opening window. The budget was capped at $60,000, with an ideal acquisition cost of no more than $5,000 per move-in. With no reliance on traditional lead aggregators or field marketing teams, Avalina sought a fully digital solution to meet these goals.
Results Snapshot
| Metric | Target / Expectation | Achieved (within 9 months) | Result |
|---|---|---|---|
| Move-Ins | 10 (min), 12 (target) | 13 move-ins | ✅ Exceeded Goal |
| Cost per Move-In | ≤ $5,000 | $3,461.54 | ✅ 30% Under Budget |
| Budget Utilized | $60,000 total | $45,000 | ✅ 25% Saved |
| Peak Monthly Leads | Not specified | 97 in May 2024 | |
| Use of Aggregators | None | None | ✅ Fully Digital-Only |
Challenges
As a new senior living community entering a competitive market, Avalina faced the significant challenge of building occupancy from scratch—without the usual tools of in-person events, aggregator leads, or referral partners. All awareness, lead generation, and nurturing had to come from a digital-only strategy, while maintaining strict cost efficiency. The solution had to deliver results quickly, be transparent and measurable, and generate consistent lead volume month over month.
Solution
To meet these goals, We Are Paid Search created a two-pronged Google Ads strategy consisting of a high-intent Search Campaign and a broad-reach Smart Campaign. The Search Campaign targeted users actively searching for senior and memory care options in Broward County, sending them to Avalina’s brochure download page. From there, a consultation call was scheduled by Avalina’s sales team to nurture and close the lead. The Smart Campaign supported broader awareness by targeting Google’s Partner and Display Networks. With a lower cost-per-click (CPC), it effectively increased overall lead volume and worked in tandem with the Search Campaign to capture interest across the buyer’s journey. Budgets were strategically split to optimize both conversion-focused and reach-driven performance.
Our Lead Generation & Advertising Approach
- Search Campaign Strategy
- Targeted users in Broward County searching for terms like “assisted living near me” or “memory care communities.”
- Sent traffic to a downloadable brochure lead form followed by a personalized consultation.
- Smart Campaign Deployment
- Extended reach to a broader audience via Google Display and Partner Networks.
- Used half of the daily budget, resulting in strong supplementary lead volume at a lower CPC.
- Performance Optimization
- Consistent performance reviews and budget reallocation based on CPL (cost-per-lead) and conversion trends.
- Strategic messaging aligned with family decision-makers and senior care concerns.
- CRM Integration & Follow-Up Support
- Streamlined process from lead form submission to phone consultation.
Ensured tight sales follow-up and tracked results with clear attribution.
Results
The campaign exceeded Avalina’s expectations, securing 13 move-ins within just 9 months—beating both the minimum and target goal well before the full 12-month window. By optimizing spend and maximizing lead quality, We Are Paid Search kept the cost per move-in at just $3,461.54, a full 30% under budget. With consistent lead growth each month, including a peak of 97 leads in May 2024, the strategy proved highly scalable and sustainable.
Conclusion
We Are Paid Search successfully built pre-opening occupancy for Avalina Senior Living using a digital-only, precision-targeted strategy. This case demonstrates how senior living providers can achieve move-in goals without relying on outdated aggregator models. With strong creative, targeting, and budget discipline, the campaign became a benchmark for cost-effective senior care marketing.
