- URL : https://www.live-grandview.com/
- Business Type : Business to Consumer
- Focus : Lead Generation
- Client Industry : Real Estate
- Platform : Custom Website
- Services Provided : PPC
Overview
GrandView 55+ Luxury Living is a 55+ luxury living community in Indiana built around independent, maintenance-free living. While potential customers understood the property’s appeal after their tours, the challenge was getting more potential residents and families to find the community online instead of relying mostly on referrals, phone calls, and walk-ins.
The client sought our help to create a more reliable flow of online traffic and leads using pay per click (PPC) ads. Our focus was not on spending more money on ads, but on improving messaging, tightening up targeting, and getting in front of people who were actually likely to convert.
See how our PPC services helped to increase engagement by 68% and nearly double ad visibility.
Problem
The brand’s target audience was a little different. A lot of prospective residents were not actively sitting online searching for apartments every day. In many cases, their adult children were the ones researching options and bringing them into the conversation.
The property was only recently opened so there wasn’t much brand recognition yet. Additionally, there was a management change earlier on in the year. As most leads were still coming through more traditional channels, digital advertising efforts needed a critical review. People would drive by, see a sign, call the office, or stop in for a tour. However, once they saw the property in person, closing became much easier. The goal was really about getting more people to that point while also encouraging them to use the website more for applications and information.
Solution
The PPC campaigns needed a cleanup before anything could really scale. Some campaigns were spending money without producing much value, so those were paused and the budget was shifted into better-performing areas. From there, we launched PMax campaigns and competitor targeting to bring in additional search traffic.
The keyword strategy was refined, too. Instead of casting a wide net, the campaigns were focused on searches tied to active adult living, luxury senior housing, and lifestyle-focused communities.
One thing that made a noticeable difference was the ad messaging. Rather than focusing on apartment specs or amenities only, we launched ads that spoke more to the lifestyle side of the service offerings. Independence, community, peace of mind, and not having to deal with home maintenance were the focus of our campaigns. That approach connected better emotionally, especially with families helping parents look at living options.
The campaigns also pushed more traffic toward the website instead of relying heavily on phone calls or walk-ins as the first touchpoint. Since the online application system and resident tools were already in place, it made sense to guide people there earlier in the process.
Results
The account saw strong improvement once the campaigns were restructured and optimized. Engagement increased by 68%, showing a clear jump in interest and interaction from potential residents and their families. Impressions also climbed by 94.7%, which helped put GrandView in front of a much larger audience online.
The client appreciated our partnership in establishing GrandView 55+ Luxury Living as a trusted name in the senior living space. They were especially impressed by the PPC campaign performance, which drove increased visibility and an 11% click-through rate (CTR), well above the industry average of 3% – 6%, showing strong alignment between the targeting, messaging, and audience.
Traffic also became less expensive over time as cost per click also improved. Overall, our PPC efforts helped GrandView build stronger awareness online and boost lead generation.
68%
Engagement
Increase
95%
Impressions
Growth
11%
Clickthrough Rate
Above Industry Average