Assisted living Google Ads management for communities
Google Ads sets a short advertisement beside the search results when someone keys in a phrase such as assisted living communities
. We write and manage Google Ads for assisted living, senior living and memory care communities, with one ad group per living arrangement and one circle of neighborhoods per group.
The account, the budget and the card are the community's. Each ad sits on the owner's desk, unrun, until a pen has marked it.
A sign where eyes already are
A search ad is a small sign hung on the wall a family is already facing
Of the three ad platforms, Google Ads sits closest to a typed question. An ad for the community may appear alongside the Maps listing and the organic pages, and it is only as sound as the page behind it, so each group we write lands on a page for that living arrangement, never a catch-all front page.
Most of the work is sorting. A long list of phrases is kept off the account: job hunts, other communities by name, errands unrelated to a tour. What remains is a short set of phrases per arrangement, chosen with the keyword list and with whatever the owner wants asked about. Counting of calls and forms follows lead generation.
Google applies its own policies to care-related and age-related services. The owner reads them; we leave them unparaphrased. Whatever an ad says about care, fees or the paperwork a state asks of a community is the owner's statement, and the draft waits for a signature. Its neighbors on the wall are Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram).
Four chores a Google Ads account takes on for a community
- Groups
Ad groups cut along living arrangements
Assisted living gets one group, memory care another, and any wing or floor the owner names gets a third.
- Map circle
A ring of towns drawn around the building
Ads aim at the areas served, in a ring set with the owner.
- Screening
A list of searches that never reach the account
Job hunts, rival communities by name and price questions get shut out; the list is lengthened monthly.
- Counting
Calls and form requests pinned to the ad group behind them
The monthly page shows which group sent each call and form.
From typed phrase to ad group to the page that greets the click
| What a family types | Ad group that answers | Page that greets the click |
|---|---|---|
senior living near me | The broad senior living group for the towns served | A page that introduces every arrangement the community describes |
memory care near me | The memory care group and nothing else | The memory care page for the wing or floor the owner calls by that label |
assisted living facilities near me | The assisted living group, held to the neighborhood circle | The assisted living page with its tour-request section |
assisted living and memory care near me | A paired group that mentions both arrangements | One page covering both arrangements, with a link to each |
assisted living community | A group for a typist with the arrangement already in mind | The lobby door page, with the street address printed high |
Starting and tending a Google Ads month
Open the account under the community's name
The owner opens it, or shares an existing one, and attaches a card. We join as managers; the account itself stays with the community.
Write the groups and show them first
Ads, phrases and the blocked list are drafted and handed to the owner first.
Switch on one group and watch it
We begin with the arrangement the owner picks and read the first searches that trigger it.
Read the month, then reset the squares
The monthly page lays out spend, clicks, calls and forms; phrases come and go as the owner decides.
Items to lay on the table at the first Google Ads sitting
- The living arrangements to feature first, with the labels the owner uses
- The towns and neighborhoods to draw the ring around
- A Google login the owner controls, and a card for Google to charge
- Tour days to mention, and the page a family uses to ask for one
- Phrases the owner wants barred from every ad
- An hour set aside to read Google's policies for care-related and age-related services
Three Google Ads beliefs to set aside
Scribbled on the wall calendarA bigger budget amounts to a smarter account.
What the month showsBudget is the owner's figure, billed by Google. What shapes an account is the sorting: which phrases stay on, which stay off, and where each click opens.
Scribbled on the wall calendarAppearing on every search near the building is the goal.
What the month showsThe aim is a short, owner-chosen list of phrases about the community's own arrangements. A search about jobs or another building wastes a square.
Scribbled on the wall calendarAn ad should list everything the community does.
What the month showsAn ad names an arrangement and a town, and points to the page. Longer statements sit on that page, read by the owner beforehand.
Google Ads is one square on a three-platform ad calendar
Inked in on all three ad plans
- The ad account stays under the community name, never ours
- Ad wording and keyword lists drafted before launch and shown to the owner first
- Negative keywords added so job and brand-name searches do not burn the budget
- You settle each click charge with the platform directly; it never passes through us
- A monthly summary of spend, clicks, calls and forms
One ad platform
$895/mo
Management of a single platform: Google Ads, Bing Ads (Microsoft Advertising) or Meta Ads (Facebook and Instagram), whichever the community picks.
Two ad platforms
$1,595/mo
A pair chosen from Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram).
Three ad platforms
$2,295/mo
All three platforms together: Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram).
Clicks are charged by the ad platforms and sit outside these prices. The website comes only with Gold and Platinum; Silver leaves yours alone. Stop a plan whenever you choose.
Questions raised before the first Google group is switched on
Who holds the Google Ads login?
The community does. We enter as invited managers, and each change we make shows up in the owner's view.
Where do the per-click charges land?
Google charges the owner's card for clicks, a sum apart from our monthly plan figure.
Which searches stay away from the ads?
Job searches, other communities and operators by name, and anything about prices or coverage; the shut-out list grows as the months turn.
May an ad speak about care or paperwork?
Only in lines the owner has composed and signed. Google's rules for care-related and age-related services sit with the owner to read.
Does any ad or form carry the names of people living in the community?
No. Nothing of that sort enters an ad, a form or the call tracking; the community keeps it out and so do we.
Choose the first arrangement to put an ad behind
Tell us which arrangement and which towns come first. The CEO calls at the half hour you pick on the contact page.
Which living arrangements should we write up first?
Say which arrangements you want described (assisted living, senior living, memory care), which neighborhoods your families come from, and what the community calls its own wings and floors. Leave out every personal name and every personal detail.
Take a pen to the next open day
Once somebody has put a pen to a month, it looks different. Name a weekday and a half-hour block, and we will turn the pages of your community together.
The circle and star in the picture are drawn for the page, not a booking.