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Every marketer wants a good return on investment (ROI) for their senior living ad campaigns – and that includes social media marketing. It can be frustrating to put so much money into advertising but receive little to no engagement and few conversions. Facebook has always been a go-to platform for senior living advertising, boasting over 2 billion active users daily. According to recent Pew research data, seniors are becoming more comfortable with technology and are thus, using social media to gather information and connect with friends and family. With Facebook still being the reigning social media marketing leader, it is a great platform to use in your senior living social media marketing strategy to reach your target audience.

But how can ad managers get the most out of their advertising dollars? By zeroing in on their audience. This means creating highly targeted ads for a very specific audience that’s often motivated to convert, whether that’s subscribing to a newsletter or setting a property tour appointment.


You can target a specific audience based on a variety of characteristics.

  • Location: For example, you want to attract visitors to your senior living facility. You can target users based on their state, city, zip code, country, etc. You can also get even more specific by targeting users where they live, work, etc.
  • Demographics: Refers to age, sex, income, marital status, etc. So for example, you may want to target users between the ages of 50-65+. This audience is more likely to express interest in a senior living property.
  • Interests: You can target users based on their interests. For example, since your target audience is most likely senior citizens, you can create ads targeted to users who have liked Facebook pages about in-home care or hobbies like golf, bingo, etc. These people are more likely to be interested in signing up for a subscription.
  • Behaviors: Using Facebook Pixel, a unique code you add to your company’s website, you can track user behavior. For example, you may have a few users who visited your website but didn’t take a specific action. You can retarget these users with ads to get them to complete a call-to-action like “Schedule a Showing” or “Contact Us”.
  • Engagement: When someone likes, comments, or follows your Facebook page, this shows that they are engaged with your content and are likely to convert. You can show your ads on their Facebook news feed.

Specific targeting can help you get the most out of your advertising budget. When you don’t target a specific audience, you could be wasting a ton of money by advertising to tons of users who aren’t likely to convert.


With custom audiences, you can create a list of people who have visited certain pages or taken particular actions on your website such as subscribing to your email newsletter or signing up for a community tour. A custom audience is a highly defined group of people who already have a relationship with your business, whether they’ve visited your website or made a conversion.

After installing Facebook Pixel on your website, Facebook can match your website’s visitors to their respective Facebook pages. Then, you can retarget these users to help move them down the marketing funnel.

There are many ways you can create a custom audience:

  • Custom Audiences from customer lists: Existing customers – or residents – tend to be more likely to take action on your website than those who are just discovering your brand. You can create a list of people who have expressed an interest in your facility. Then, with permission from users, you can upload this list to Facebook. Facebook will find matches with user profiles.
  • Custom Audiences from your website: This targets people who have visited your website, viewed certain pages such as your contact page, or read your blog. This is useful because Facebook helps match your website visitors to their user profiles. You can create targeted ads for this particular audience to encourage them to take action on your website.
  • Custom Audiences from your app: If you have a mobile app and you’ve registered it and set up the SDK on the Facebook for Developers site, you can create a custom audience of people who have interacted with your app.
  • Custom Audiences from engagement: Allows you to target people who have interacted with your brand on Facebook or Instagram. You can target users who have watched your videos, filled out lead forms, and clicked on your Facebook page.


Facebook Lookalike Audiences allow you to expand beyond your reach to users who are similar to your custom audiences and existing fan base. These users are often likely to convert on your website. Creating a Lookalike Audience great next step after you’ve created a Custom Audience. Facebook creates your Lookalike audience based on the characteristics of your custom audience.

To create a Lookalike Audience:

  1. Go to your Audiences.
  2. Click the Create Audience dropdown and click Lookalike Audience.
  3. Select your source, which could be a Custom Audience, your mobile app data, or fans of your page.
  4. Choose the country/countries where you want to find a similar set of people.
  5. Then, choose the size of your desired audience using the slider.


Recently, Facebook has rolled out three new metrics to replace the Relevance Score, which offered advertisers insight into how relevant and engaging an ad may be to the target audience. The more relevant the ad, the less likely Facebook would charge advertisers a higher premium and the more likely Facebook would serve the ad to the audience. The less relevant the ad, the more likely Facebook would charge advertisers a higher premium and the less likely Facebook would serve the ad to the audience. The Relevance Score is based on an ad’s expected performance, which makes it quite vague.

The three new relevancy metrics are:

  • Quality ranking: Measures an ad’s perceived quality compared to ads competing for the same target audience.
  • Engagement rate ranking: Shows an ad’s expected engagement rate compared to ads competing for the same audience.
  • Conversion rate ranking: Shows an ad’s expected conversion rates when compared to ads with the same optimization goals and audience.

These new metrics will give advertisers a more insightful look into predicted ad performance and will help them to optimize ads that aren’t effective.

Related Senior Living Ad Articles:

Social Media Marketing: 3 Facebook Ads Best Practices

408 Marketing offers support for your marketing staff by taking responsibilities such as Facebook advertising 100% off your plate or by training your staff with an on-site workshop. Contact us today if you’re ready to take your Facebook marketing strategy to the next level. Click here to learn more about our services.