Keystone Bluffs Assisted Living is an assisted living community in Duluth, Minnesota providing personalized daily support for seniors in a residential setting. As families evaluate care options in the area, online search plays a critical role in comparing communities and scheduling tours. While inquiries were coming in through paid advertising, cost per conversion varied and not every lead reflected strong admission intent.

CausalFunnel improved account performance by implementing a structured monthly optimization plan across Search and Performance Max campaigns. The goals were straightforward. Increase qualified inquiries. Lower cost per conversion. Improve consistency in results.

Background and Problem

Keystone Bluffs was investing in Google Ads to reach families actively searching for assisted living in Duluth. Early performance showed solid traffic, but efficiency fluctuated across months. Some inquiries were strong fits, while others were early stage research or low intent submissions.

All form fills were being treated equally in campaign learning. This made it harder to clearly connect ad spend with serious tour requests and admission conversations. The community needed more predictable performance and stronger alignment between advertising investment and real family interest.

Case Study

The engagement began with a detailed review of campaign performance trends and prior changes. From there, a structured cycle of testing and refinement was introduced.

Search campaigns were reorganized around clearer intent categories. High intent local searches were prioritized, and budgets were gradually shifted toward campaigns producing stronger inquiry rates. Lower intent traffic was separated so it did not dilute performance.

Budgets were increased only after stable efficiency was observed. This prevented sudden spikes in cost per conversion and supported steady growth in inquiry volume.

Conversion tracking was refined to focus on meaningful actions such as completed contact forms and qualified phone calls. Lower value engagement signals were removed from primary optimization. This helped reduce wasted spend and improve overall results.

A major improvement came from implementing CausalFunnel offline conversion tracking. Verified qualified inquiries were sent back into Google Ads so campaigns could learn from real admission level interest. This strengthened campaign learning and improved lead quality.

As stronger data guided decisions, performance became more consistent. In later months, conversion volume increased while cost per conversion declined, showing steady progress toward business goals.

Key Takeaway

Keystone Bluffs increased qualified inquiries and lowered cost per conversion by refining campaign structure, tightening optimization signals, and incorporating offline conversion data into bidding. The result was more meaningful engagement from families close to making care decisions.

Conclusion

Assisted living communities like Keystone Bluffs benefit when paid advertising focuses on connecting spend to real interest. By improving how campaigns interpret conversions and by shifting investment toward high intent search demand, CausalFunnel helped Keystone Bluffs strengthen lead quality, reduce cost per inquiry, and build a foundation for scalable performance growth.