Google Ads for senior living operators
Senior living Google Ads measured on inquiries, tours and move-ins
We run Google Ads, and Microsoft Ads where they pay off, for operators with several communities. Each community and care line gets its own campaign, within Google's ad rules for housing and health. Every call and tour request from an ad is tracked to its community, and where your CRM records tours and move-ins, the monthly report shows them next to what referral sites cost you. The ad account is yours, and you pay Google directly.
The problem
When paid search can't show which ads brought tours
Most operators have run Google Ads, in-house or through an agency, and still pay a referral fee on a large share of move-ins. When the account reports clicks and impressions, no one can say which campaigns brought tours, so the budget can’t follow the communities and care lines that have rooms to fill.
Signs your senior living ads need a closer look
One campaign for all your communities
The community in the biggest market takes most of the budget, and the one with open memory care rooms gets a few clicks a week.
Clicks with no tours behind them
The report shows clicks and cost per click, but not which calls and forms turned into tours or move-ins.
Calls from job seekers and vendors
Searches for caregiver jobs and sales calls from suppliers reach the phone line that families should be reaching.
Budget spent on your own name
Most of the spend goes to people who searched for your community by name and would have found you anyway.
Ad rules
Google's ad rules for senior living: housing and health
Google treats retirement communities as housing, and memory care touches on health conditions. Both limit how senior living advertising can be aimed, so every campaign we build follows these rules from the first day.
No targeting by age or ZIP code
In the US and Canada, Google’s housing policy doesn’t allow ads for retirement communities to be targeted by age, gender, parental status, marital status or ZIP code. We aim each campaign at the cities and the radius around a community, and at what families type into Google.
No audiences built from health information
For ads about dementia and other conditions that need long-term care, which memory care ads are, Google’s health policy rules out audiences an advertiser builds, like customer lists, website visitor lists and lookalikes. Our campaigns start from the searches families make, not from lists of people.
Search ads for families searching now
A family typing “memory care near me” or “assisted living in Midlothian” is looking now. A search ad answers that search and sends them to the page for that community and care type, with its phone number and tour request.
What's included
What our senior living Google Ads management covers
Every community gets the same groundwork. The research decides how the budget is split between communities, care lines and the two platforms.
A campaign for each community and care line
Each community gets its own campaigns, split by care line where it has one: assisted living, memory care, independent living. The budget follows the rooms you want filled.
Research and budget math per community
Search volumes and current bids for each town and care line, from Google’s Keyword Planner, and what each community’s budget can buy before anything is spent. If a market is too small for paid search, we tell you.
Negative keywords before launch
Searches you don’t want to pay for are blocked from the first day: caregiver and nursing jobs, franchise and placement-agent searches, and towns too far from the community. After launch we keep reading the search terms.
Ads for each care type and town
Two ads for each group of keywords, written for the care type and the town, with sitelinks to the community’s care pages and tour request, and the location from its Google Business Profile.
Calls and tour requests tracked by community
Google Ads tags for every call and form, each tested with a real inquiry before launch, so every community’s report counts real inquiries, not button clicks.
Tours and move-ins sent back to Google Ads
Where your CRM records which ad click a family came from, we send tours and move-ins back to Google Ads, so it learns which searches bring residents. Our lead tracking page explains what each CRM supports.
Microsoft Ads where they pay off
Where families in your towns use Bing, we build Microsoft Ads campaigns in Microsoft’s own platform instead of importing the Google ones, and report them on their own line.
The account in your name
We create the Google Ads account for your company, or take over the one you have. You are the owner, we are added as the manager, and you pay Google directly, with no markup on clicks.
Process
How we launch and run Google Ads for your communities
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Discovery
We start with each community: its care lines, the rooms you want filled, a new or newly acquired building that needs to lease up, who answers calls and tour requests, and the monthly budget.
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Research
We pull search volumes and current bids for each town and care line, and show you what each community’s budget can buy before anything runs.
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Build and test
We build the account in your name, set up the tracking and test it with a real call and a real form, then send the ads for Google’s review with the campaigns paused.
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Launch and tune
After launch we read the search terms, block what doesn’t fit and move budget toward the communities and searches that bring tour requests. Bids and budgets change in small steps.
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Report every month
Each month you see, for every community, the calls and tour requests from ads, what wasn’t a family, what we changed and what comes next.
Reporting
How we report senior living Google Ads, community by community
Each month you get a report for every community: calls and tour requests from Google Ads and Microsoft Ads, the inquiries that weren't families, and, where your CRM records them, the tours and move-ins that followed. Next to it is what you paid referral sites that month, from the figures you share with us. No one can guarantee a cost per inquiry or a fixed spot on Google. What we promise is the work, done well, and an honest report on whether it's paying off.
October report
One report per community
Tour requests from ads
6 in October
Inquiries from ads
What changed
- Memory care got its own campaign in June; tour requests from ads rose from 2 in May to 6.
- Four job seeker and vendor calls were left out of the lead count.
Proof
Senior living has been our work for 18 years
Since our first client
18+ years
Across the US
100+ communities
Calls and forms
1,000s of leads
Team
The team behind your ads
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Liudmila Kaushovik Paid Media Specialist
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Olga Krutovtsova CRM Manager
Communities we work with today
Langston GroveAtlanta, GA
Liana of SarasotaSarasota, FL
The VincentLafayette, LA
“RomanZ Media Group Inc. has a great understanding and knowledge of the market and is always staying up-to-date on the changing needs in order to keep us relevant. Their unique and innovative ideas are always helping our optimization.”
See who advertises on your communities' searches
A free audit of up to ten communities, sent as a written report by email within five business days. For each one, it shows who runs ads on its name and its searches, and where Google's AI answers name it.
Request your free audit
"(Required)" indicates required fields
We use these details only to prepare your report and to contact you about it. Nothing is sent until you press Get my audit.
For each community you list, we check:
- who is running ads on its name and on its searches
- which referral sites show up above it when families search
- whether Google's AI Overview and AI assistants (ChatGPT, Gemini, Perplexity) name it for its town and care types, and who they name instead
- how its Google Business Profile and reviews compare with the communities that are named
The report has one page per community and a summary of what to fix first. Running fewer than five communities? We send a one-page snapshot of your main community within two business days.
Who does your audit
Roman ZelvenschiChief Storyteller. Reviews every report before you get it.
DaryaSenior Living Marketing. Works with senior living communities every day.
FAQ
Questions about senior living Google Ads
Can Google Ads bring move-ins for less than a referral fee?
For some communities and care lines it can, and the report shows whether it does for each one. Paid search reaches families who are searching now, and you pay for the clicks instead of a fee per move-in. Where your CRM records move-ins, the monthly report puts ad spend per move-in next to what you paid A Place for Mom, Caring.com or other referral sites, and where the numbers don’t work, we tell you.
What are Google's rules for senior living ads?
Google treats retirement communities as housing, so in the US and Canada the ads can’t be targeted by age, gender, parental status, marital status or ZIP code. Memory care also falls under Google’s health rules, which rule out audiences built from customer lists or website visitors. We build each campaign on cities, a radius around the community and the searches families make, which those rules allow.
Do you run ads on our community names?
Yes, in a small brand campaign of its own, because other communities and referral sites often bid on those names. Most of the budget goes to searches by care type and town. The report shows brand and non-brand searches on separate lines, so clicks on your own name don’t make the account look better than it is.
How do you keep job seekers and vendors out of the leads?
Job, franchise and placement-agent searches are blocked before launch, and we keep reading the search terms after it. Calls and forms that aren’t from families are left out of the lead count and shown on their own line in the report, so you can see how many there were.
Who owns the Google Ads account?
You do. We create the account in your company’s name, or take over the one you have, and we are added as the manager. You pay Google directly with your own card. If we part ways, the account, its history and the tracking stay with you.
How soon will we see inquiries?
A new account usually starts running within about two weeks of getting access and billing set up, and paid search can bring calls in the first weeks. In those weeks we read the search terms, block what doesn’t fit and adjust bids in small steps. We judge each community’s campaigns on inquiries and tours over months, not days. Opening a new community or taking one over? See senior living lease-up marketing.
We already run Google Ads. Can you take over the account?
Yes. Once we start, the first job is a review of the PPC account, community by community: settings, keywords, search terms, ads and conversion tracking. Then we tell you whether to fix it or rebuild it. Either way, old campaigns are paused, not deleted, so you keep the history.
Do you work with our CRM?
Yes, where your CRM can take new leads: we send each one there with its source and community. Our lead tracking page shows how it works and what each CRM supports.
What does it cost?
Pricing starts at $1,250 per community per month, with a $3,500 monthly minimum. Ad spend is separate and paid by you. The audit is free, and we quote after it. Our pricing page explains what the fee covers and what you pay separately.
Do you run Google Ads outside senior living?
Yes. For other businesses, see our Google Ads management page.