Overview
Primus Senior Living x The Wadhwa Group
Primus Senior Living reduced booking costs by 50% for their first senior living project launch in Mumbai by leveraging advanced audience targeting on Google Discovery and YouTube Ads. Through personalized, data-driven advertising, the campaign not only lowered cost per lead but also significantly improved qualification rates, ensuring better engagement with the right audience.
Services Provided
A Tailored Media Strategy Built for Senior Audiences
From researching senior user behavior to executing high-impact Google Discovery and YouTube campaigns, our team delivered a full-funnel performance strategy. Every element—from keyword planning to creative targeting—was designed to maximize qualified engagement and drive results.
Google Ads audience targeting (Google Discovery & YouTube)
Research on senior audience behavior
Campaign optimization and performance marketing
Broad match keyword structuring and media planning
Challenges
Understanding the Problem Before
Delivering the Solution
Understanding the Problem Before
Delivering the Solution
Reach a senior audience who were either retired or approaching retirement.
Maintain optimal cost per booking and ensure key metrics like site visits and lead quality didn’t breach target thresholds.
Solution
Our Strategic Approach to Solving
The Problem
To effectively reach the senior audience, we began by analyzing their online behavior, including browsing habits and video content preferences. Leveraging Google’s advanced audience targeting tools, we built custom intent segments and detailed demographic profiles tailored to retired individuals. By focusing on users engaging with senior-focused content across YouTube and Discovery, we ensured highly relevant ad placements. This precise targeting strategy led to improved
- conversion quality, increased site visits, and more efficient bookings.
- Conducted research on online behavior of senior citizens (web activity, video engagement, etc.).
- Used Google’s superior audience targeting features to:
- Create custom intent segments and detailed demographics for retired prospects.
- Target audiences watching senior-focused content on YouTube and Discovery.
- Laser-sharp targeting ensured only relevant prospects saw the ads, resulting in quality conversions, site visits, and bookings.
Case Studies
Case Studies
Proven Results, explore how our data-driven campaigns have redefined real estate marketing-
optimizing ad spends, increasing conversions, and delivering unmatched ROI.
Case Studies
Case Studies
Proven Results, explore how our data-driven campaigns have redefined real estate marketing-
optimizing ad spends, increasing conversions, and delivering unmatched ROI.