Crushing KPIs is what every business strives for. Online marketing has provided companies with the tools to achieve and exceed their revenue goals. PPC marketing in particular has enabled businesses to surpass their lead generation and sales goals.

PPC for Assisted Living

In Pay-per-click marketing, companies place ads on a platform and pay a fee every time someone clicks on their ads. Popular PPC platforms include Google Ads, Facebook, LinkedIn and Microsoft Advertising (previously Bing Ads).

Search engine marketing is a form of PPC marketing that has become increasingly popular. Companies place ads on the sponsored ad section of search engines and pay a small amount to the search engine each time someone clicks on their ads. Google Ads and Bing ads (now Microsoft Advertising) are examples of search engine marketing.

In this guide, we will focus on Google Ads and how you can use PPC to drive in new residents for your assisted living facility.

What is Google Ads?

Google Ads, formerly AdWords, is a PPC platform owned by Google. Using the platform, businesses create ads that show up on Google and other websites in the Google network. On Google, ads show up before the organic search results. This space is considered valuable real estate by advertisers.

When you search for something on Google, the search engine holds a real-time auction. Advertisers bid on the keywords that appear in your search query and Google selects winning bids. These advertisers get their ads shown to the searcher when Google returns with results. If the searcher clicks on an ad, the advertiser who owns the ad pays Google for the click.

Google chooses winners of its auction based on Ad Rank. Ad rank is a metric Google created that determines your ad position and if it will be shown. For every ad, Google has an ad rank threshold that advertisers need to clear for their ad to appear. A high ad rank score that clears Google’s threshold means your ad will be shown to searchers in the SERPs.

Google calculates ad rank by considering your CPC bid, your quality score, ad rank threshold for that ad, the context of the search query and expected impact of your ad. Because ad rank isn’t based on just bids alone, businesses with small budgets can compete in Google’s ad auction against bigger companies with deep pockets.


PPC Marketing Cost Per Click

A Cost-per-click (CPC) bid is the highest amount an advertiser is willing to pay per click on their ads. Quality score is Google’s rating of the relevance of your ad, quality of your landing pages and expected click-through-rates. This score is based on a 1 to 10 scale with 10 being the highest score.

A good quality score reduces how much you pay Google per click. This is because it is an integral part of calculating your ad rank which affects if your ad will show, its position and how much you pay.

For example, you have a quality score of 8 and an ad rank of 18 with your max CPC at $2. Your actual CPC may be less if your ad rank is high enough. Say your nearest competitor has an ad rank of 16, a quality score of 7 and a max CPC of $1.60. And Google’s ad rank threshold for this auction is 14.

The actual CPC you pay will be just enough to beat out your nearest competitor rounded up to the nearest cent. To beat your competitor’s bid of $1.60, just add 1 cent. Your actual CPC will be $1.61 which is less than $2.

Google calls this method of the auction a “second price auction.”

Benefits of using Google Ads for your Assisted Living Facility

You may have heard of Google Ads but aren’t sure of what benefits it holds for you. Google Ads, when implemented and used correctly, can quickly result in new residents:

  1. Google owns over 90% of the online search market. Users perform 5.8 billion searches on the platform daily. For advertising, the search engine is perfect for reaching your target audience and a wide range of demographics. With Google Ads, you can target potential leads in different cities in the US.
  2. Because your ads on Google are targeted, it is easy to land leads further down in the sales funnel. Leads who are further along in the customer journey are more likely to convert than ones who are just starting the journey. With Google Ads, you can target someone who searches for independent “living facilities in San Diego.” This person is further down the sales funnel and is already intent on choosing a facility in San Diego than someone who is searching for “what is an independent living facility?”
  3. With Google Ads, you see results immediately unlike Assisted Living SEO that takes more time. This is because your ads are shown to searchers who are looking for exactly what you’re advertising. Another reason results are immediate with Google Ads is that searchers on Google are four times more likely to click on a paid search ad than on any other platform. This means that your assisted and independent living facility in San Diego ad in our previous example will be shown to searchers who are looking for exactly that term and are likely to click on your ad.

Google Ads is an indispensable part of your overall marketing strategy. Here is how you can use Google Ads to generate leads for your assisted living facility:

Google Ads Account and Campaign Setup

To get started, visit the Google Ads site, use your email and website’s homepage URL to sign up. Once you’ve signed up, Google will take you to the dashboard where it will ask you to create your first campaign.

Campaign Goals

PPC Marketing Targeting

Before you create any campaigns, define your goals first. Achieving a business goal is a reason you’re using Google Ads. Google will ask you to create a campaign goal first before doing anything else. This goal will affect the features and settings you will see.

Your goal could be to generate leads, increase sales, drive more traffic to your website, increase brand/product consideration or create awareness of your brand/product.

Once you have determined and chosen your campaign goal, you can complete the rest of your setup. In this guide, the focus will be on using Google Ads to generate leads and as such the next steps in the campaign setup will reflect that.


One of the first things you see on the dashboard is “Decide how much you want to spend”. Deciding on a budget is important as you don’t want to spend a lot of money too quickly as you are starting out. Your budget should be small enough to be comfortable for you to spend but large enough that it will bring in traffic that will convert.

You can calculate how much you wish to budget per day based on your profits and how much you are willing to pay Google. If you make a profit of $1000 on each conversion and are willing to pay 10% to Google for each click they send your way.

That means for every $1000 you make, you are willing to give Google $100. But $100 sounds a lot for click. That’s because you haven’t taken your conversion rate into account yet.

Let’s say for every 1000 page views, only 10 people convert, this gives you a conversion rate of 1%. Your conversion rate is the percentage of people who perform the action you deem a conversion which may be a form submission or a phone call.

Once you’ve determined your conversion rate, you can now use a simple formula to determine how much you should be bidding and by extension your budget for each day.

CPC bid =Your profit x Google Ads Expense x conversion rate

This will be:

CPC bid =$1000 x 0.1 x 1% = $1

This means you will pay $1 to Google for each click and still make your profit. To determine how much your daily budget should be, you may angle for 30 clicks a day in the beginning until you get actual data from Google. With your estimate of $30 per day, you can set your budget at that amount.

If you get only 5 clicks, this means you will have spent only $5. Once you have data from Google Ads, you can adjust your budget accordingly. Also, note that your actual CPC may be lower or higher than your estimated $1.


Remember, It is always better to have multiple campaigns where you focus on individual cities or zip codes where your target audience are based.

The more targeted your ad, the easier it will reach customers who are further along in their decision-making process. It is easier to land a lead who is searching for assisted living facilities in Los Angeles using an ad that is targeted at Los Angeles than one that is targeted at the entire United States.

Use the “Let me choose” option instead to choose individual cities. As you gather data from the campaign, you can review which cities give you the most clicks and conversions in the Geographic Report. This data will enable you to fine-tune your campaigns to get better results.

*Pro Tip

The more granular you are with the location set up, the better. If you attract residents from 10 different cities, do not use one campaign and target all 10 cities. The city with the highest population will steal traffic. Instead, build out 10 different campaigns targeting each city.


Google has different ad networks you can select from. Search Network contains both Google search itself and other partner sites like AOL and Amazon. Display Network (GDN) contains Google sites like YouTube and other partner websites like The New York Times.

Since your goal is lead generation, select Search Network only. If you have a large budget, you can select Search Network and include both Google search and search partners. But most of the time just focusing on the Search Network will maximize performance.

Click on Search Network and deselect the Search Partners box. This means your ads will show exclusively on Google search.

If your campaign goal is remarketing to customers and site visitors, then you can enable Display Network. You will learn more about remarketing later.


Keywords let you target searchers on Google. Searchers who use the keywords you bid on will be shown your ads. Choosing a keyword is an important part of your campaign and requires research. In the next chapter, we will cover everything there is to know about choosing a keyword.

Bidding Strategy

PPC Marketing bidding

Google has different strategies for managing your bids. Manual CPC bidding allows you to set different maximum bids for each keyword or ad group in your campaign. This gives you absolute budgetary control over your campaigns as your bids will not rise or fall without you knowing.

While automatic bidding gives control to Google to adjust your bids as changes occur. This method saves you time as Google constrains itself to your budget while working on lead generation.

Enhanced CPC bidding gives you the best of both worlds. With this strategy, you set maximum bids for different keywords or ad groups while giving Google the control to alter your bid in order to get you a lead that converts.

The aim of Target Cost-per-Acquisition (CPA) bidding is to get you as many leads that convert as possible while staying within the target CPA you set. Google uses your historic campaign data and contextual auction data to find the optimal CPC bid for your ads.

What this means is that Google Ads will keep to your target CPA by using a mixture of high and low-cost conversions.

Bid modifiers

These enable you to show your ads more or less regularly to people depending on their location, time of day, device, income and other variables. Using bid adjustments, you can set percentages depending on modifiers you want to target.

You can only modify time and location at the campaign level. Device adjustment can be done at both ad group and campaign level.

For example, you find out that you get a lot of clicks from people in Chicago. You can set a location modifier on your assisted living campaign for Chicago by 20%. When you bid $2 for the assisted living keyword, Chicago gets an adjustment of 20% which is $2.40. This means your ad will be shown more to searchers from Chicago.

Write your Ads

This is one of the most important parts of your campaign. You will learn how to write a killer ad and the other modifications that go into your ad copy in a subsequent chapter.

Link Google Analytics to Google Ads

Data is crucial for you to make important marketing decisions. Linking Google Ads to Google Analytics generates better reports that compare organic, social and Google Ads traffic. Google Analytics has better call tracking data than Google Ads. This is necessary for running ads that have call-back functions.

To link Google Analytics, you need to have administrative access on the Google Ads account. Click on “Setup” on the top right-hand corner of your account and navigate to “Linked Accounts”. Click on “Details” which shows a list of Google Analytics properties with a “Status Column” and an “Action Column”. In the action column, click “Link” next to the properties.

Linked properties with a single view will show just the name of that view. Those with multiple views require you to enable the views you want. Import site metrics for the views you want to keep an eye on in Google Ads. Remember to save your settings.

Keyword Research for Your Campaign

PPC Marketing Keyword Research

A keyword is how you target searchers with your ads. You bid on keywords to win the opportunity to get your ads shown to Google users who are using those keywords in their search. Without proper research, you may end up choosing a keyword that doesn’t bring you any leads or conversions.

How to Do Keyword Research

Keyword research can be daunting if you haven’t done it before. Luckily, Google Ads has a Keyword Planner tool you can use. You can enter phrases, keywords or even URLs from your website into keyword planner to get ideas from Google.

Once you click on “Get Started”, Google will bombard you with a list of keyword ideas for your campaign. But be smart when picking one. First, look at the bidding information on the right-hand column.

Top of Page bid Low and High give you a bid range for appearing at the top or bottom of the ad list on Google. This information can help you narrow down your Maximum CPC.

Another set of data you have to look at is the Average Monthly Searches and Competition. Ideally, you want a mixture of keywords that have both high and low search volumes. High search volume keywords are more competitive but may be more general.

After looking at the data, have a list of keywords that satisfy you in terms of how much you have to pay, monthly search volume and competition.

Analyzing intent when picking keywords

Searcher intent is an important part of picking a keyword. The intent behind a searcher’s query tells you where they are in the sales funnel. For example, Joe who is searching for “assisted living homes near me” is closer to making a sales decision than Ann who is using search queries like “what is an assisted living home?”

Align your goal of lead generation and conversions with searcher intent when picking a keyword. If your focus is on conversions, serving people like Joe with ads will drive more sales. While lead generation will target ads to searchers like Ann. For both leads and conversations, run different campaigns targeting both kinds of searchers.

Using third-party tools

After analyzing customer intent behind the keywords on your list, it’s time to take things a step further. Google Keyword Planner is great for generating ideas. But to narrow down your list to successful keywords, check out what your competition is doing using third-party tools.

Search for one of those keywords on your list on Google, those ads that pop up belong to your competition. These advertisers with your keywords probably have more experience and you can piggyback off their experience to launch your own Google Ads campaign.

Go to SEMRush, type in the URL of one the assisted living facilities whose ad showed up on Google and click “Search”. Select “Advertising Research” on the left-hand side to pull your competitor’s entire Google Ads history.

This will show you their current keywords and their positions, CPC bid for each keyword and even their landing pages. Look for the “Traffic %” column to see the keywords that best generate traffic.

Do this for all your competitors. This trove of information will give you ideas on how much to bid to outrank them and take their traffic.

Branded search

This is a search keyword with your brand name in them. Searching the keyword “Google Ads” on Google will serve you with an ad for Google Ads.

PPC Marketing Google Ads

People are already searching for you by brand name and going straight to your website. So why waste money on branded search terms when you’re already getting the traffic organically?

The simple answer is your competition. When you search for Google Ads, the first ad result is Google Ads. Guess what the second and third are?

PPC Marketing Ads

That’s right. Microsoft Advertising (formerly Bing Ads) and Adobe advertising are paying for a Google Ads branded search term. Imagine Google Ads isn’t running a brand search term campaign, Microsoft Advertising will steal their traffic. Microsoft Advertising is also running a branded search campaign on their own name.

PPC Marketing

Defend your assisted living facility from competitors by running branded search term campaigns. Running a branded search campaign on your own name is cheap. Google will assign you a high-quality score since your landing page and website has the branded keyword. This will lower the CPC significantly. And you only pay Google when your ad is clicked.

Take a page from Microsoft and collect the brand names of competing for living facilities near you. Launch a campaign with their names to steal their paid search traffic.

Ad Group Setup

PPC Marketing Ad Setup

An Ad group is one that contains one or more ads that target a single keyword or a set of keywords. Campaigns contain ad groups. Ad groups are especially important for organizing your ads by themes. Say you’re running a campaign on dementia care with different ad groups.

These ad groups may have keywords like dementia, assisted living, hospice care, senior living, nursing home, etc.

Setting up ad groups properly is important to improving the CTR and performance of your ads.

How to create a single keyword ad group (SKAG)

Some people make the mistake of using too many keywords for one ad group. This leads them down the dark road of serving ads people find irrelevant. Ad relevance is important to Google as they always strive to provide exactly what a searcher needs.

Simplifying your ad groups is the best way to ensure they generate the interest and clicks you want. Making your ad groups specific means it will reach its intended audience. Creating a single keyword ad group is sometimes the best way to achieve this. Look for “type list” in the sidebar and click on “Add ad group”.

Select the campaign the ad group belongs to and press OK. Name your ad group and add a keyword and a bid.

Using match types

Before you add your keywords, consider which match types you will utilize. If your ad group keyword will use “assisted living”, using match types you can control which search term will cause your ad to appear.

Broad match

is the default match type assigned to all keywords. With this match type, your ads will automatically run when close variations and synonyms of your keywords appear in the search term. Broad match has a wider reach but its relevance is low. You may end up wasting money serving ads to people who have no interest in your facility.

Broad match modifier

(BMM) is a good compromise between broad and phrase matches. Using BMM type means your ads will only be displayed when the search term includes keywords you have designated with the plus sign (+). Example of BMM type is “+assisted +living”. BMM can improve your search relevance, CTR and conversion rates.

Phase match

In phrase match, your ads will only show when someone searches a phrase or close variations that match your keywords. Searchers can add words after the phrase or before the phrase and your ad will still be displayed. Your ads will not show if any word is added to the middle of the phrase or the phrase is reordered.

You designate phrase match with quotation marks (“”). For example, a search with the phrase “assisted living” will trigger your ad to show. But your ad will not show if the search used a phrase like “assisted elderly living”.

Exact match

It shows your ad to customers who are searching with your exact keywords or close variations. While you may lose a wide reach, your ad will be more targeted to people who are looking for what your assisted living facility offers. You designate exact match with brackets [ ]. If you use [assisted living], only people who use that exact phrase will see your ad.

You can create one ad group and use different match types for it. This means you can use +assisted +living, “assisted living” and [assisted living] in one ad group. Alternatively, you can create an ad group for each match type. Ad group A has only +assisted +living while B has “assisted living” and C has [assisted living].

Writing Great Ad Copy

Great Ad Content

Writing ad copy for Google Ads is vastly different from writing content for your website. It can be difficult because of character limits. Ad copy is what customers will see when searching online. Crafting an ad copy that customers will click is important to the success of your campaign. What good is your entire campaign if nobody clicks on your ads?

Google recommends that you create 3-5 ads for each ad group. This is because multiple ads give you more chances to win auctions. Essentially, Google wants to rotate your ad copy and show the best one.

The Ad creation process in Google Ads

Text ads in Google search have character limitations that make writing them difficult. It is doable but it can be challenging writing your first ad. The ad creation process looks like this:

Final URL: This is your landing page URL.

Headline: Your headline space with a 30 character limit.

Description: This is where you describe what you are offering to searchers in 90 characters.

Display Path: You can customize how your URL looks to searchers in 15 characters.

Google offers up to 3 headlines, 2 descriptions, and 2 display paths. The key to writing great ads is to keep things simple while getting your message across.

How to Write Great Ad Copy

The key to writing ad copy that converts is to keep it short and straight to the point. You have to focus on the benefits the user will get from clicking on your ads. If someone is seeking Alzheimer care in Los Angeles and your ad isn’t telling them how your assisted living facility will benefit them, they may not click on it.

Make sure your keyword is included in the headline. Adding your keyword in your headline makes it relevant to the searcher and increases the likelihood of them clicking it. You can automatically include your keyword in your headline by utilizing Google’s dynamic keyword insertion.

This feature allows Google to change your ad text to include a keyword that matches the search terms a customer uses. To use dynamic keyword insertion, you insert a code like {Keyword: High-Quality Care} in your ad text. Whenever a customer uses one of your keywords, Google will automatically change the code with a keyword to match what the searcher uses.

Using this feature, you serve one ad to target different customers as each customer will see an ad that mirrors their search terms. This way your ad always appears useful and relevant to customers.


Craft strong Call-to-Actions (CTAs) for your ads. After seeing your ad for Alzheimer care, what is your searcher supposed to do next? CTAs propel your customers to take the desired action. This action may be to call your facility, send a message or visit your website. Whatever action you need them to perform, make sure it is clearly stated in your ad.

Avoid using questions in your ads. Searchers come to Google for answers and not questions. Your ad should be answering their query not adding more questions to it. Use the ad rotation setting to make sure Google shows the best ad copy you have created.

Like you did in keyword research, it is a great idea to review the ads that your competition is running. Looking at the ads that show up in Google search for your keywords makes it easy for you to craft similar and better ones.

Ad Types

Google offers different ads for your use. It used to have a text ad format that had 2 headlines, a description, display path and final URL (which isn’t shown in the ad). It has increased the fields in its text ad format with expanded ads.

With this ad type, there are 3 headlines 2 descriptions, 2 display paths, and a final URL. Expanded ads are mobile optimized. You can choose to fill 2 headlines, 1 description, and 1 display path so your ad appears like the one below:

You can choose to fill all the fields Google provides. Doing this will make your ads appear with 3 headlines and a longer description text:

Responsive Ads

These are flexible ads that adapt to show more text containing relevant information to customers. Unlike expanded ads that have only 3 headlines, you can add up to 15 headlines and 4 descriptions in one responsive ad.

Google Ads tests different ad combinations from the 15 headlines and 4 descriptions to find the one that closely mirrors your customer’s search terms. This increases your CTR as customers will always find your ads relevant.

When creating responsive ads, remember to upload a headline or description you want to be shown in each ad combination in headline 1 or 2 and description 1.

Say you upload 6 headlines and 4 descriptions with headline 1 and description 1 containing information you want in each ad, Google may show a customer an ad combination that contains headline 1,4 & 5 and description 1 or headline 1 & 3 and description 1 and 2.

Testing your ad types to find the one that resonates with people clicking on your ads is one way to increase your CTR…

Ad Extensions

Character limits in Google ads mean you may not always be able to add all the information you need to. Ad extensions are add-ons that you can use to provide more information to customers who see your ad. This additional information may be more links to your assisted living facility website which serves as alternative interest points.

Ad extensions give your ad more prominence and visibility on the SERP. Greater visibility means more clicks which will increase your ad’s performance. You can add up to 4 extensions per ad. Align your business goals with your extension use. If you want users to call or message your facility, use the call and message extension respectively.

Google offers site links, call-outs, location, affiliate location, structured snippets, apps, call, message and price extensions. Google requires a minimum ad rank to show your ad extension. You may have to improve your ad quality and bid to get Google to show your extensions.

Your ad position may affect the display of your extensions. Because there is limited space for ads in the SERPs, only ads in a higher position display their extensions.

Creating Amazing Landing Pages

Landing Page

A landing page is a web page someone ends up on after they click on your ad. This page is specially created with its own content to drive conversions. Conversions can take the form of booking a tour of your facility, filling a form, etc.

Landing page experience is a key factor Google uses to determine your quality score. A good landing page will boost your quality score while a bad one will tank your score.

How to create a landing page

When creating your landing page, make sure that its URL and the display URL in your ad share the same domain. This a Google policy that you should ensure you never violate.

The message across your keywords, ads and landing page must match. Message mismatch reduces the overall experience a customer has on your landing page. If your keyword and ad promise excellent dementia care, your landing page must follow in the same vein.

Use the same keywords and text from your ads to create your landing page so your message is consistent. Keep graphics and animations simple.

Use short statements to explain the benefits of your assisted living facility to the customer. These value propositions should tell the customer what they stand to gain from your facility. “Round the clock care” is a good example of a value proposition for your dementia care landing page.

Conversion Tracking

The point of running an ad campaign is to generate leads that will convert. How will you know if your Google Ads are bringing in leads and conversions if you don’t track them? It is important to track conversions as it tells you how badly or well your campaigns are doing.

How to set up conversion tracking

Google Ads uses code snippets to track conversions on your website. Go to “Conversions” on your dashboard and click on the blue + button to create a new conversion. Google Ads lets you choose between 4 types of conversions: Website, Phone, App, and Import. We will be focusing on tracking on your assisted living website and phone calls.


Once you click on website tracking, a menu will ask you to choose a conversion category. This category lets you pick exactly what conversion in each campaign means to you. Your dementia care campaign may have “signed up for a tour” as a conversion. A conversion may be viewing a key page, you have to define it first.

Choose the value of each conversion. If the value of your campaign isn’t a sale, don’t select specific values as this is used mainly for e-commerce stores. Once you click continue, you will see tag install options. You can install the tags yourself, email it to your website manager or use the tag manager.

If you choose to self-install, you need to first install a global site tag for Google Ads on every page of your website. This tag is particularly useful as you can use it to create remarketing campaigns targeting customers who have engaged with your past campaigns.

Install your event snippet which is the code you created when selected conversion type and value. You need to place this code on the page your customer sees after they convert. The thank you page when customers sign up for a tour of your facility is a great place to put this code.

You can use Google Tag Manager (GTM) to handle all the heavy lifting. Create an account on Tag Manager. Click on Workspace, find your container ID at the top and click on it to show a code snippet. Follow the instructions in the tag manager to install the snippet on your website. You can now add and publish tags.

Alternatively, you can create goals in Google Analytics and import them into Google Ads.

Phone call tracking

When you click on track calls, you will get 3 options: Calls from ads (extensions and call only ads), Calls to a phone number on your website and Clicks on your number on your mobile site.

Tracking all 3 is a great idea but you can only choose one on a conversion script. This means you have to create 2 more conversion scripts to track the remaining 2 options.

Set a minimum call length. Google Ads will count every call that lasts the same length or longer than your minimum as a conversion. Set “Include in Conversion” to yes so Google Ads will include phone calls in your conversions column on your campaign report.

You can follow the instructions manual or you can use GTM to handle code snippet creation to track each of your phone call conversion scripts.

Because Google Ads only records calls over the minimum length, you get tons of phones where nobody commits counting as conversions. This is where third-party call tracking tools like CallRail come in. Call tracking tools can:

  • Tell you the pages a caller visited on your site before calling
  • Record calls so you can listen to them later to improve customer service or see if you landed a customer.
  • Tell you where your customer is calling from, their number and name.
  • Track callers to keyword searches which you help you differentiate callers from paid search from those from organic search.

Using Google Analytics

Google Analytics

Remember when you linked Google Ads and Analytics, you can use Google Analytics to track your conversions as an alternative. Use GTM to create codes that go on your website and or import the data from Analytics into Google Ads to track conversions.

Metrics to track

Google Ads dashboard shows you metrics like impression shares, click-through-rate and more. It’s great to watch your metrics rising but if you aren’t getting commensurate conversions, then it is all in vain. Since our focus is on lead generation and conversion, here are some metrics and reports to track. Be sure to check these reports and metrics frequently.

Cost per conversion

This is the amount of money you spend to achieve a pre-defined goal. Your pre-defined goal may be a form of submission or a phone call.

If your goal is phone calls from your search ads and 10 people call your facility at $2 per click, this means you spent $20 on getting 10 different leads. But if none of those 10 people who clicked on your ad call, this means you spent $20 and didn’t get a lead.

This metric tracks profitability. You can keep an eye on whether you are losing money running campaigns. If you are not getting leads while spending money, it may be time to take a look at why people who click on your ads aren’t converting. Your landing page or other factors may be the culprit.

Lifetime value and Client Acquisition Cost

This metric tells you how much a customer spends over their business relationship with your facility. This is important because it tells you how much you can afford to spend on obtaining conversions.

Say 1 new resident spends $40,000 yearly, lifetime value of that resident is high as you can expect another $40,000 from them the next year. And you only spent $1000 on acquiring the resident. This tells you to invest more money into getting conversions. Track cost per conversions, resident acquisition and now the lifetime value of a resident!

Biggest changes report

This report lets you analyze your data and sort them by metrics like CPC, clicks, CTR, conversions, impressions, etc. You can find this report in your dashboard overview section.

Sort your data by conversions to see which campaigns are bringing you leads and those that are not. You can compare this data to the one from the week before. Using this information, you can pause or make tweaks to campaigns that are underperforming.

Auction insight report

This report tells you how you stack up against your competition. You can find this report when you click Campaigns, Ad group or Keyword page menu.

This report is a table that compares you to the competition by using metrics like position above rate, outranking share, impression shares, etc.

Position above rate tells you how often your competitors outrank you. Outranking share tells you how many times your ad was shown above other competing advertisers. A low outranking share means you either have low-quality scores or you aren’t bidding high enough.

This report provides comprehensive insight so you can increase bids or quality in order to outrank your competition.

Keyword report

This report helps you track which of your keywords are helping you meet your campaign goal. Click on ‘Campaigns” and select the keyword tab. Follow the instructions to create your keyword report.

You can use segments to track the performance of your match types. Use columns to track the quality score of your keywords. You can check on your ad relevance, expected CTR and landing page experience by clicking on quality score.

You can also use this report to see conversion rates, conversions and the cost per conversion at the keyword level.

Maintaining Your Account

There are always new updates on Google Ads. Perform account maintenance often to reduce wasted ad spend, optimize your ads and account.

How to Maintain Your Account

  1. A list of negative keywords will reduce how much you spend on low-quality traffic. A negative keyword is one that prevents your ad from being triggered by a word or phrase. Negative keywords remove search terms that are not converting or sending leads your way. Go to your dashboard and find the Search terms report. From here you can add search terms as negative keywords. You can make a negative keyword list at account, campaign or ad group level. At the account level, this will affect all your campaigns. At the campaign level, only the ad groups in that campaign will be affected.
  2. Use search terms report to conduct search term research. Once you have removed keywords that aren’t converting, you can use this report to look for search terms that have high conversions that you aren’t bidding on. This presents an opportunity for you to launch new campaigns on keywords that are already converting.
  3. Apply automated rules to improve performance and reduce the time you spend on Google ads. Google Ads has a simple “if-then” automation for you to use to improve performance. Say average CPC drops, increase your bidding or even budget. Using the rules function, you can automate this. In your dashboard, go to rules to get started. You can alter ad budget, pause campaigns and change your account based on fluctuations in conversions, CPC, etc.

Default Google Settings to Note


In Google Ads, there are a few default settings you want to keep an eye on or change outright.

No mobile bid adjustment

Mobile devices usage has surpassed desktop. Advertisers are turning to mobile ads to target customers where they spend the most time. Tapping into the mobile traffic is a great idea for your search ads.

To target more mobile users, you have to set your mobile bid adjustment to a positive figure. Mobile bid adjustment range from -100% to +900%. You can decide to target mobile users in different cities by 40% or another positive figure. This means your ads will be shown more to mobile searchers in your selected cities.

Targeting people who show interest in your location

Google’s default location settings are set to “People in, searching for, or who show interest in my location.” This is problematic as someone on the other side of the world who searches for your keyword will display your ad.

To prevent your ads being triggered by people who will never be residents, reset the location setting. Go to campaign settings, click on “Additional Options”, then “Location Options” and finally choose “Target: People in your targeted locations.”

Automated targeting

This enabled by default as Google says you will get many more customers around your current cost per conversion. You will lose control over optimizations and insights into your conversions. When creating your campaign, select “No Automated Targeting” to bypass this problem.



Remember installing tags to create remarketing lists under Website conversion tracking? That list will come in handy when you want to target people who have interacted with your campaigns in the past. Using display ads, you can target these customers again as they browse the internet via the Google Display Network.


Google Ads is a lead generation machine you should be using for your assisted living facility. This guide equips you to take the necessary steps to reap the benefits of using Google ads. Don’t be afraid to dive in!

As you know, I love hearing from Assisted Living Community owners and marketing managers. Are you currently running Google Ads campaigns with success? Feel free to leave a comment with your recent experiences.

As always, if you need professional with your campaigns, do not hesitate to contact me directly.