Digital Advertising Case Study: Mary's Woods
Client: Mary's Woods (Lake Oswego, OR)
The Challenge
The senior-living market in the Portland / Lake Oswego region is highly competitive, with multiple established communities vying for the same prospective residents. Mary's Woods needed to generate more and better leads — specifically high-intent families ready to tour — while managing ad spend efficiently against better-funded competitors. They also needed to build a sustainable asset library for long-term campaign success.
They lacked a unified video and photography asset set and had no landing-page ecosystem to support coordinated campaigns across channels (Google Ads, Microsoft Bing, Meta, YouTube TV). They engaged Greatness Digital to build a comprehensive full-funnel advertising platform, specifically tailored to the needs of seniors and their decision-making families.
Our Approach
Multi-Channel Campaign Architecture
Launched integrated campaigns across Google Ads, Microsoft Bing, Meta (Facebook/Instagram), YouTube TV placements, and dynamic display advertising to raise awareness at the top of the funnel and drive conversions at the bottom. Each platform was optimized for its unique audience behavior and intent signals.
Custom Landing Pages & Attribution Setup
Each campaign was paired with dedicated, conversion-optimized landing pages built with clear value propositions and streamlined inquiry forms. Integrated comprehensive call tracking and form attribution systems to measure not just lead volume but lead quality and source effectiveness.
High-Quality Creative Asset Production & Video Development
Conducted an intensive two-day video shoot at Mary's Woods campus to capture custom photography, authentic testimonial footage, comprehensive campus tours, and lifestyle moments showcasing the community. Created 300+ images and dozens of video clips to fuel advertising campaigns for months and years to come. We helped develop custom video content specifically for use across all advertising platforms — from short-form social clips to longer YouTube testimonials — which compounded the effectiveness of our efforts by providing authentic, emotionally resonant storytelling that showcased the vibrant community life at Mary's Woods.
Targeted Messaging Strategy
Developed messaging focused on key decision drivers: 'continuum of care', 'vibrant campus life', and 'families find peace of mind'. Content was specifically tailored for adult children of aging parents, addressing pain points, highlighting benefits, and clearly differentiating Mary's Woods from competitors.
Budget Efficiency & Funnel Optimization
With limited budget relative to larger competitors, we strategically optimized campaigns for high-intent placements, refined audience targeting (families actively searching for senior living in Lake Oswego/Portland area), and used real-time data to allocate spend where leads converted to tours and move-ins most effectively.
The Results
Key Performance Metrics
The comprehensive full-suite digital advertising strategy achieved extraordinary growth and transformed Mary's Woods' marketing performance:
- Qualified leads increased by +297%, dramatically expanding the pipeline for Mary's Woods' independent living, assisted living, and memory-care segments with families ready to tour.
- The custom asset library yielded 300+ pieces of content — professional images, video clips, testimonials, and campus footage — allowing continuous ad refresh cycles, reducing creative fatigue, and improving engagement metrics across all platforms.
- Cost per qualified lead improved significantly as campaign optimization and better creative assets drove higher click-through and conversion rates.
- Multi-channel reach expanded brand visibility across search, social, and video platforms, ensuring Mary's Woods appeared at every stage of the family research journey.
- Tour booking rates increased dramatically as dedicated landing pages and clear CTAs reduced friction in the inquiry and scheduling process.
- Campaign ROI significantly outperformed industry benchmarks, placing Mary's Woods ahead of local competitors and strengthening their market position.
- The campaign architecture, landing pages, and creative foundation now provide a lasting, scalable digital engine for Mary's Woods' continued growth and occupancy success.
Why It Worked for a Senior Living Audience
Senior living decisions are deeply emotional, trust-based, and typically involve adult children researching options online during stressful life transitions. By combining high-quality storytelling visuals with a comprehensive advertising funnel, Greatness Digital crafted an experience that genuinely connected with families, authentically showcased campus life and culture, and guided prospects seamlessly from awareness to tour booking.
The asset-rich approach and strategic multi-channel reach gave Mary's Woods the clarity, visibility, and brand consistency needed to compete in a crowded market. The end-to-end strategy aligned precisely with how senior-services audiences research, compare options, and ultimately make care decisions for their loved ones.
"Working with Greatness Digital transformed our lead generation overnight. The video shoot, landing pages, and targeted ads gave us a steady stream of high-intent leads and elevated our brand online. We've never looked back."
Kelly Fitzgerald
Marketing Director, Mary's Woods
