Summerset

Summerset Senior Living operates senior living communities in Rancho Cordova, Lincoln, and Reno. Families arrive at this search during one of the hardest decisions they will make for a parent, and the advertising has to meet that moment with clarity and respect, then make it easy to visit.

The Challenge

A tour is the real conversion in senior living. Clicks and calls mean little until a family walks a community and meets the people who work there. Each of the three communities serves its own local market and its own mix of care levels, so one generic campaign could not do the job: budgets, ads, and measurement all had to live at the community level.

The Solution

• Structured the account by community, with dedicated Performance Max and Search campaigns for Rancho Cordova, Lincoln, and Reno
• Split campaigns by care level within each community, so independent living, assisted living, and memory care each carry their own budget
• Ran location-specific search campaigns tied to each community's street address to reach nearby families
• Added dedicated brand search coverage, starting with the Reno community

The Results

From August 2025 through August 2026 the campaigns produced 1,514 tour requests at an average of $54 each. Monthly volume tripled across the window, from 88 requests in August 2025 to a peak of 268 in June 2026, and spend scaled with it, from $852 to $12K a month, as the structure earned the budget.