Meta
Ads.
Google captures the family already searching. Meta does the other job: it keeps your community in front of them while they decide. A small, well-run retargeting layer on Facebook and Instagram gives the adult child a porthole view inside your world, on the couch, in the feed, for the weeks of research before they ever call. We build it to perform inside the Housing Special Ad Category most agencies don't know applies.
The layer that keeps you in the room
Choosing a senior-serving provider is an emotional, months-long decision, and it rarely happens on the first visit. Google captures the family the moment they search. Meta keeps you in front of them through the weeks of research that follow, warming a small, engaged audience with real stories until they're ready to inquire.
- Retargeting that follows website visitors through the whole decision, the core of what Meta does well here
- Awareness campaigns that build recognition before a family is ever in crisis mode
- Unit and inventory-specific campaigns, tied to what you actually have open, our top performers month after month
- Instant lead forms that capture high-intent inquiries without making anyone leave the feed
- Real footage of residents, staff, and clients, never stock, because recognition is what a long decision needs
The rules that quietly break most campaigns
Meta classifies senior living as housing. That triggers the Special Ad Category, and it strips out the exact targeting a generalist would reach for. Run it wrong and Meta restricts the account. We build compliant campaigns that still find the right families, by making the creative do the targeting.
- You cannot target by age, it's locked to 18–65+, so no “55+” audiences
- Custom and lookalike audiences are disabled, and interest targeting is cut to a small generic pool with nothing senior-specific
- Health-adjacent services like memory and home care carry extra protected-health limits on remarketing
- We set up proper consent architecture before we ever fire a tracking pixel, because privacy law around web tracking is tightening fast and the exposure is real
- We win instead with Advantage+, broad geo, compliant retargeting, and creative that self-selects
When you can't target tight, creative decides
Inside the Special Ad Category, the ad itself qualifies the audience. Warm, honest stories about the people you serve reach the right adult child and repel the wrong click, and we measure on qualified inquiries, not the cheapest lead Meta can find.
Video wins here, real footage of the people you serve, not stock.
Residents, staff, and clients on camera consistently outperform static, and campaigns tied to your actual open inventory beat generic messaging almost every month. Then we hold frequency to roughly 2 to 2.5 on a small warm audience and rotate creative before it goes stale, because a fatigued audience and a tired ad are how most self-run accounts quietly stop working.
Meta Ads pricing.
Meta Ads runs as management plus creative. Month-to-month management, quarterly creative, no setup fee, ad spend is billed directly by Meta.
Bi-weekly Facebook & Instagram campaign management, on any paid or AI-visibility plan.
- Audience & creative performance analysis
- Ad copy & headline variations
- Bi-weekly optimization
- Monthly Meta performance report
Required for management, the scroll-stopping creative itself. $397 quarterly refresh.
- 6 static + 2 video ads (initial)
- 4 static + 1 video each refresh
- Designed in Canva, you approve each
- Refreshed around your top performers
Add a Meta landing page for $297 ($247 each after). Ad spend billed directly by Meta.
Let's build a brand
worth growing old with.
Tell us where you want to grow. We'll map the brand, the website, and the campaigns to get you there, and reply within one business day.
