First, our team took time to learn about what makes The Saybrook At Haddam a special place for residents, what sets them apart from other facilities in the area, and the most common reasons families move their loved ones into the community. With this deeper understanding, we began building a robust Google Ads strategy built around driving calls and scheduled tours as our primary goals.
Now that the foundation was in place, we performed comprehensive keyword, demographic, and location research to ensure we were targeting the optimal local audiences with the right message. We also ensured all phone and web tracking was set up correctly so all engagement could be properly reported on an ongoing basis. Once the Google Ads account was live, we began rapidly optimizing keywords sets and ad copy—ensuring we were maximizing monthly budgets, lowering CPC, and increasing conversion rates.
Finally, their Google My Business profile was connected to their Google Ad account to dominate real estate on the search results page. This ad extension type also complemented ad messaging and allowed people searching for The Saybrook At Haddam to know when they were nearby the facility.