Paid Media + Landing Page Strategy
Translating a senior community’s brick-and-mortar luxury experience to digital paid media
Cambridge Village, a North Carolina-based group of independent senior living communities, recently opened its newest location in the rapidly growing Brier Creek neighborhood in Raleigh. Despite offering luxury apartments, chef-inspired dining options and a state-of-the-art fitness center, its sales pipeline lagged in lead volume.
The brand partnered with TriMark Digital to revitalize its paid media strategy and digital presence to drive interested seniors and their adult children to schedule a tour of the community.
Step 1
Paid Media Audit
An audit of the brand’s paid media strategy and landing page revealed many opportunities for optimization.
- An overwhelming form on the website posed a high barrier for those who knew little about Cambridge Village and were not yet ready to be contacted.
- The page’s content was thin, giving prospects little insight into the vibrant community, its luxurious amenities and prime location.
- The landing page lived on the organic website, giving users an easy way to get distracted and navigate away from the page, decreasing the likelihood of conversion.
- Ad spend was wasted on irrelevant and broad match keywords.
- Conversion tracking was missing key components, which hindered accurate campaign performance monitoring.
Step 2
Landing Page Creation
Guided by conversion rate optimization best practices, our creative teams crafted a new landing page specifically for paid media traffic. The new contact form was divided into two steps, making the request for the user’s information feel less burdensome.
The content and visuals highlighted the community’s luxurious “Optimal Living” lifestyle through interactive sections, videos and valuable information. A modern, accessible and mobile-friendly design naturally led visitors from one section to the next, with multiple opportunities for conversion throughout the page. A location-specific subdomain streamlined the page and kept users focused on the page’s content, eliminating friction from the path to conversion.
Step 3
Launch Paid Media Strategy & Comprehensive Tracking
With a robust, eye-catching landing page in place, our paid media specialists devised a full-funnel media strategy. They created and optimized the brand’s search ad accounts with more relevant keywords and targeting tactics.
Using unique call tracking phone numbers and link-tracking codes, we set up a framework to easily monitor performance of every platform and placement. This enabled us to report on the media—digital, print, email, etc.—and how many phone calls and form submissions each ad generated.
Step 4
Repeat
Cambridge Village had two more locations with similar lead generation challenges. With a new landing page template established, our team could quickly stand up paid media strategies for these communities, including content unique to each location and conversion rate optimizations that proved successful for the initial landing page.
The Results
Our changes had an immediate impact on conversions and engagement. Cutting irrelevant keywords and optimizing ads dramatically reduced cost per click. High-intent users were more likely to discover Cambridge Village in search results, more likely to click to the landing page and, most importantly, more likely to submit their information to request a tour of the community.
29% Increase in Impressions
38% Increase in Clicks
28% Decrease in Average Cost Per Click
255% Increase in Conversions
159% Increase in Conversion Rate
25% Increase in Tours Scheduled
Lead generation performance: Q2 2024 vs. Q1 2024
