The fastest growing age demographic on social media right now is 65+. Targeting seniors through social media channels is no longer just a thought, it’s a reality!

Facebook Assisted Living Advertising

When seniors are considering to move into your community or their families are the ones doing this research for them, sales material won’t do the trick. You have to appeal to their emotions and what better way to do this than on Facebook.

Facebook will not only be able to give prospects a better idea of what life would be like in your community.

Wondering how to leverage Facebook advertising to seniors and take your facility to the next level?

Let’s begin!

Organic vs Paid Advertising

Paid Facebook Advertising

When it comes to Facebook marketing, one of the biggest questions I hear from clients is whether to go for paid advertising or use organic advertising. Knowing the difference between the two options is the first step to this answer.

Organic advertising is what naturally comes up in your newsfeed and it’s free. Here, you can do status updates, post announcements, and share pictures without paying a dime.

However, with the big algorithm change in 2018, the number of organic reach on Facebook has considerably reduced. This is why paid advertising is the better option to overcome the algorithm change and widen your reach.

In addition, using the paid Facebook ads network, you can target potential residents based on their income, relationship status, gender, location, life events, interests and so much more.

Paid Facebook ads come with a ‘sponsored’ tag below your site’s name. It also has a prompt to like the page at the top right corner. You will also see a call-to-action button that might say, ‘Learn More’ or  ‘Contact Us’ in the bottom right corner.

Deciding whether to go for organic or paid ads on Facebook depends on your business goals and budget.

For instance, if your goal is to strengthen your online presence, organic ads will work. Paid ads are the ideal option if your goal is to drive more residents to your website and increase admissions.

Reasons for Facebook Advertising

Let’s take a look at the top reasons why you shouldn’t overlook Facebook advertising for senior care recruitment.

Facebook has the biggest user base

Facebook Advertising

Facebook’s user base is larger than China’s population! It has 2.38 billion monthly active users. Despite the recent scandals, Facebook users are still going strong. What’s more, older adults are now Facebook’s fastest growing demographic.

According to Hubspot, one out of $10 in advertising is spent on Facebook advertising. Furthermore, a study by eMarketer shows that 96% of social media marketers consider Facebook advertising as the most effective paid option.

The best alternative to Google Ads

Google Ads are awesome but they are also so expensive. There’s so much competition for broader keywords that have a higher search volume. This results in higher cost-per-click prices.

However, research shows that the average cost-per-click for a Facebook ad is lower than Google Ads. Equally important, Google Ads are primarily on text alone but Facebook ads allow you to use images, video, and Instagram to draw customers.

Native advertising

Facebook incorporates its ads to the natural flow of user experience. Readers get exposed to advertising content without sticking out like a sore thumb. This makes ads blend in without disrupting users.

Extensive targeting options

With Facebook’s huge user base, there’s no doubt that potential senior care clients are there somewhere and it’s just a matter of finding them.

Facebook offers different ways to find your ideal clients based on their engagement with your Facebook page, known interests, age, gender, location, and other elements.

Highly customizable

Facebook allows you to create specific ad experiences for your readers. You can customize ad design, landing pages or even add a compelling video.

You also have the option to customize technical elements such as your target audience, bidding as well as your delivery optimization.

Facebook  Pixel

A common challenge most people face when advertising on Facebook is knowing if your ads actually worked. You can boost a post or set up a campaign but when you fail to install the Facebook Pixel, then you won’t know if your ads drove any conversions.

The Facebook Pixel is a tracking code that you can create in your Business Manager account and add it to your website before you start paying for ads.

It gives you a bird’s eye view of all the actions taken by visitors coming to your assisted living website through Facebook ads. Facebook Pixel not only shows whether your ads drove results but also the type of audience the conversions came from.

Setting Up Your Campaigns

Facebook Advertising Campaign

The first step when setting up a Facebook campaign is choosing your campaign objective. This lets Facebook know what you’re aiming to get from your budget. It could be page likes, conversions or even web traffic.

The Facebook objective you choose has an impact on your targeting and optimization options as well as the types of ads you will select.

There are three primary categories of objectives within Facebook ads including:

  • Awareness
  • Consideration
  • Conversion

Under each category, there are more detailed options as shown below:

 Facebook Advertising Campaign

Here is a breakdown of a few campaign objectives to choose from.

Brand awareness

When you choose Brand awareness as an objective, your campaign gets optimized to spread the word about your brand but without the need for conversions or traffic on your assisted living site.

Local awareness

The Local awareness objective is great for promoting your assisted living business to potential clients around you. You choose a radius on the map and reach people around that location.


The Reach objective aims to show ads to the maximum number of people depending on your budget. Here, Facebook will optimize for the highest number of impressions without considering the actions taken by those who see your ads.


In the Traffic campaign objective, the click is the desired action regardless of what the user does once they get to your site after clicking on your ad. This could work if there’s a blog post you want more people to read and page views have a higher value than blog subscription.


The Engagement campaign objective is divided into post engagement, page likes, event response, and offer claims. All these are meant to reach as many people as possible while at the same time drive engagement with your ads.

Video views

In the Video views objective, your campaign will be optimized to get as many views as possible. You’re allowed to select what you want to optimize and pay for. This could be any view of the video or a 10-second view. You also have the option to optimize by the percentage being watched.

Lead generation

The Lead generation objective allows users to get leads on the Facebook news feed without having to direct them to your site or landing page. Instead, a lead form pops up to help you collect the name and contact details of your potential resident.


The Conversions objective is the most effective because ads are aimed to drive people to take the desired action you set. It could be to increase sign-ups or encourage admissions to your assisted living facility.

The Conversions objective is only available when your Facebook Pixel is installed on your site. This ensures that there are defined conversions to optimize for and track.

As you can see, different goals will affect your campaign objectives. For instance, if you want to increase admissions, set your objective to Conversions. On the other hand, if you want to generate buzz, Brand Awareness will get you some low-cost impressions.

In addition, if driving traffic to your website is your goal, then, choosing the Traffic objective will help you come up with a retargeting list for your next campaign. If your goal is to create social proof, the Engagement objective will help you get more likes, comments, and shares on a post.

Creating Your Ad SetsFacebook Advertising

Once you choose your campaign objective, Facebook takes you to the ad set section where you’ll choose the audience you wish to target, ad placement and budget you want to spend.

Conversion setup

If you choose the Conversion objective, you’ll need to select the type of conversion event you want to achieve within the ad set section. This is because Facebook can only optimize for the conversion events that it has seen on your site.

Integrating the Facebook Pixel is a must to optimize and track Conversions. First, you’ll need to generate a pixel from your Facebook ads account. Then, from the top menu, click on All Tools, Pixels and then the Set-Up Pixel tab.

Here, two options will pop up asking you to copy and paste the code or use an integration or tag manager. After this, all there’s left to do is to select the relevant option and the pixel gets generated, ready to be installed.

The next step is to set up conversions. There are two ways to do this:

  • You can set up standard events, which are more accurate but need a code change
  • You could go for custom conversions that can be created manually using the Facebook dashboard

Dynamic creatives

The Dynamic Creatives feature tests multiple variations of a Facebook ad.

This is done by running various combinations of your ad components such as images, descriptions, titles, videos, and calls to action (CTAs) across your target audience in an effort to show you which combinations have the best results.

Facebook allows you to use up to 30 creative assets. This includes five descriptions, five text variations, five CTA buttons, ten images, and ten videos. However, you can’t mix your image and video creatives.

You can take advantage of the Dynamic Creatives feature to test multiple testimonials and service images for your assisted living ads.


Facebook Advertising Target Audience

When you have data about your existing senior care customers, it’ll provide a great starting point for targeting your ads. Make sure you document the attributes that define your ideal clients to use later.

In order to create your Facebook target audiences, you’ll use the Audience Manager tool in the Business Manager. On the Audiences page, you’ll see your saved Facebook audiences and also create new ones.

The three primary audiences you’ll find include:

  • Saved audiences
  • Custom audiences
  • Lookalike audiences

Saved audiences

These are audiences you can define based on location, demographics, interests, and behavior. You can create Saved Audiences in the campaign setup phase or using the Audience Manager.

Custom audiences

These are most likely your most high-value target audiences. This is largely because you can retarget past site visitors and those who engaged with your content. That way, you can use the custom audiences feature to nurture relationships with your clients.

To do this, show what residents in your assisted living facility are currently enjoying. You could even run a spotlight your caregivers for social proof.

Lookalike audiences

Lookalike Audiences are created based on the characteristics of your existing clients. This is a great way to expand your reach using ads as you target qualified prospects.

There are two ways to create this audience. You can use custom audiences of current residents or email addresses of your prospects.

Facebook will then scan your custom audience and pick up on the common data such as their demographics in order to reach out to other people with similar attributes.

Secondly, you can use data from your senior living site. You’ll be required to install tracking for Facebook to collect enough information to let you pinpoint visitors who have viewed a specific web page or submitted a form. Then, it will look at that data to find other people with similar attributes.

It’s worth noting that each ad set can have different audiences for the purpose of testing. Therefore, it’s key to create multiple audiences to find out which set converts better.


When you run your Facebook ad campaigns, you’ll realize that all placements are enabled off the bat. However, be careful with default settings because placement will affect the format your ad can take on different platforms as well as ad cost.

To balance high and low-cost placements that will help you reach the maximum number of your audience with your ad spend, it’s wise to start with your Facebook feed and Instagram stories.

This is because they often convert the best. Instagram typically has high costs but it also yields higher results. Bigger budgets can try out Audience Network and Messenger placement options.

Similarly, you’ll have the option to choose what devices you want your ads to be shown. You can test between Mobile only and Desktop the only ad sets to find out what works best for your target audience.

Budget and schedule

The next step in ad sets is to enter your budget and schedule your ads. You can choose if you want a daily budget or a lifetime budget.

When you set your daily budget, Facebook may spend up to 25% more than your budget when it spots high potential opportunities and lowers for low potential days.

If you go for the lifetime budget, Facebook will divide your total campaign budget evenly across the campaign dates. It will also calculate for you the average amount you’ll spend each day.

You can use delivery schedules to regulate the amount you’re spending by day or at certain times. Similarly, you can use delivery type to adjust the frequency your ads are shown.

When you don’t know what your acceptable limit should be, automatic bidding comes in handy. But you can use the manual bidding option to control the limits for the amount you wish to spend.

Facebook Advertising: Remarketing

Facebook Advertising Remarketing

Retargeting campaigns are perfect for senior care marketers because they often have lower costs per clicks. In addition, they yield a higher ad engagement, click through rates and conversions compared to targeting new audiences.

You can run your remarketing campaign that shows ads to users who either saved or engaged with your previous ad. At this point, you can focus more on Conversions and Lead generation objectives.

A video ad for your first ad is a great way to go about this because it allows you to tell a story about your assisted living facility. After that, create a custom audience off the users who watched at least 50% of the video. This indicates a strong interest in your facility.

Fact is- sometimes a single follow up Ad won’t cut it! You may have to send multiple ad campaigns for the user to gain enough exposure to your assisted living facility.

Sequencing ads is a great remarketing strategy where you set specific time windows on each ad in an ad series. This ensures that potential residents who see those ads convert eventually.

Ad Formats

Now that you have an understanding of how Facebook ads work, let’s look at the best ad formats you can use for your assisted living facility.

Photo Ads

Photo ads are great for engaging with your Facebook audience. Use real images of your community, residents and staff members to provide an authentic feel.

Video Ads

These are the best ad formats to use for your assisted living facility. Video ads are not only engaging but they also appeal to people’s emotions.

A good way to use video ads is to find your most active and engaged residents and ask if they’d be willing to participate in your video ad. This will give your facility a genuine personal touch.

Event Ads

Advertising your events on Facebook makes it easy for people to share it with friends. Your potential residents want to have a taste of what your community is like before making any commitments.

Carousel ads

These ads allow you to showcase ten images or videos within the same ad. It also lets you include a link on every section. You can tell a story about your facility by showcasing your residents, community, staff, and appealing activities to potential residents.

Slideshow ads

Slideshow ads are lightweight clips you can use to tell potential residents about your facility. You can create these ads within the Ads manager.

These ads formats come with specific specs. So it’s equally important to familiarize yourself with these requirements for your ads campaigns.

To Wrap It All Up

Despite the learning curve, Facebook advertising is a great marketing channel for your assisted living facility. When you have the right message and strategy, you’ll be able to close targeted prospects to become one of your residents.

And the best part, you don’t have to do it alone! My team is well versed in Facebook advertising to seniors. Contact us today to launch your Facebook campaign and attract clients to your senior care facility.