Skaalen Google Ads Performance & Optimization

Overview

This article documents the Google Ads campaign performance for ^[1] as reviewed during the October 2025 monthly marketing call. The campaigns are performing well across all key metrics, with strong brand recognition driving a significant share of search traffic.

Campaign Metrics (Past ~6 Weeks)

Metric	Value
Total Clicks	753
Cost Per Click (CPC)	$3.00
Total Spend	~$2,000+
Conversion Rate	13%
Total Conversions	~100 (up 23.5% vs. prior period)
Impression Share	17%
Impressions (Retirement Campaign)	~6,000

All figures were pulled from the Google Ads dashboard during the October 2025 review period (approximately one month to six weeks of data).

Performance Notes

Conversion Rate

A 13% conversion rate was characterized as "reasonable" by the Asymmetric team. The cost per conversion was noted as approximately $25 when calculated against total spend, though this figure was flagged for verification during the call.

A 17% impression share indicates solid ad visibility within the competitive senior living search landscape. The team noted this as a positive signal without recommending immediate budget increases.

Brand vs. Non-Brand Search Terms

The majority of top search terms driving ad clicks are brand-related — users searching for "Skaalen" directly. This reflects strong existing brand recognition in the local market. Secondary terms include variations like "nursing home," "retirement service," and related care categories.

"A lot of your top ones are people already know who you are." — Melissa Cusumano, October 2025 call

Ongoing Optimization

The Asymmetric team continuously monitors keyword performance, removing negative or underperforming keywords as needed. No major campaign restructuring was recommended at this time.

Campaign Structure

The primary active campaign is a Retirement Campaign targeting prospective residents and families. All current care lines (assisted living, memory care, independent living) appear to have waitlists, so the campaigns are not focused on driving new resident inquiries at volume — rather, they maintain brand presence and capture high-intent searches.

Recruitment Campaign Opportunity

During the October call, a new campaign focus was identified: CNA (Certified Nursing Assistant) recruitment. The client confirmed the priority is day and PM shifts. A social media post with a paid boost was the recommended first step, with Google Ads as a potential follow-on.

See ^[2] for recruitment context
A pre-existing CNA social post may already exist in HubSpot queue (to be verified by Asymmetric team)

Key Observations & Patterns

$3 CPC is efficient for the senior living vertical, where clicks can run significantly higher in competitive metro markets. Skaalen's local market positioning likely contributes to this low CPC.
Brand-dominated search terms suggest the ads are functioning partly as a brand defense layer — ensuring Skaalen appears when users search by name — rather than purely as a demand-generation tool.
13% CVR is a reasonable benchmark for a senior living facility; the conversion action likely includes form fills, phone calls, or tour requests rather than direct admissions.
Impression share at 17% leaves room to grow if budget is increased or bidding strategy is adjusted, but no changes were recommended given current performance satisfaction.

Action Items from October 2025 Call

[ ] Continue monitoring and optimizing keyword list (ongoing — Asymmetric team)
[ ] Create and boost social media post targeting CNA recruitment (day/PM shifts)
[ ] Evaluate whether a dedicated Google Ads recruitment campaign is warranted after social post performance is assessed
[ ] Confirm whether in-house pool recruitment should be added to campaign targeting (pending union discussions on Skaalen's side)

^[3]
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