SEM Department
Senior Living
Rockwood Senior Living
Engagement: 3 months · Q1 2026
Type: Search
Goal: Leads
Click to Expand
Conv. rate up 75%, CPL cut 39%
Conv. Rate
+75%
Verified headline metric over engagement period
Total Spend
$1,425
Monthly Budget
$517
Utilisation
93%
Traffic & Channel Performance Metrics
Before vs. After ComparisonImpressions
8,230
Clicks
397
CTR
4.82%
Avg. CPC
$3.59
Quality Score
7.7
Impr. Share
85%
Conversions, Revenue & Commercial Impact
Conversions
36
Conv. Rate
8.82%
+75%
Cost / Conv.
$40.70
−39%
Strategic Optimisations Executed
- Restructured campaigns based on client-specific service offerings
- Removed traffic for non-offered services (assisted living, nursing homes, memory care, etc.)
- Ensured 100% alignment between ads, keywords & landing pages
- Paused high-spend, zero-conversion keywords ($100+ wasted spend eliminated)
- Replaced low CTR headlines with high-relevance messaging
- Focused on service-specific positioning (independent living)
- Ensured compliance with client positioning & offerings
- Added Retirement Planning audience to capture high-intent users
Key Wins & Business Impact
- By refining targeting and eliminating irrelevant traffic, we improved conversion rate by over 75% while reducing cost per conversion by nearly 39%, driving more qualified leads within a controlled budget.
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