The full advertising build for both homes: account structure, targeting, every keyword and negative, the ad copy assets for each home, extensions, and the rollout. This is the blueprint we build from once the account is set up.
One dedicated account, one campaign per home. Both campaigns share the same targeting and negative list; they differ only in their website, tracking number, and ad copy. Google serves one ad per account per search, so the two homes never bid against each other.
| Setting | Value | Why |
|---|---|---|
| Campaign type | Search only (Search partners OFF, Display expansion OFF) | Highest intent; no wasted display impressions on a lean budget |
| Budget | $10/day per campaign ($20/day total, ~$600/mo) | Even 50/50 split across the two homes |
| Bidding | Maximize Clicks with a ~$6 to $7 max CPC cap to start | Switch to Maximize Conversions once call/form tracking has data |
| Locations | Buena Park + ~10 mi: Anaheim, Fullerton, Cypress, La Palma, Garden Grove, Stanton, Cerritos | Senior care is hyper-local |
| Location option | Presence: people in or regularly in these areas | Not "interest", which would waste budget on out-of-area searchers |
| Languages | English + Spanish | Large Spanish-speaking family base in the area |
| Ad schedule | All week, with a light bid bump for business hours to start | Families research evenings and weekends; refine once data comes in |
| Match types | Phrase and Exact only | Broad match would burn a lean budget; keep it tight |
Two ad groups per campaign. Same keywords in each home's campaign; only the ads and landing pages differ.
| Ad group | Keywords (phrase / exact) |
|---|---|
| Core Local Intent | assisted living Buena Park · board and care Buena Park · residential care home for elderly Buena Park · care home for elderly Buena Park · senior care home Buena Park · small assisted living home Buena Park · 6 bed care home Buena Park |
| ALW / Medi-Cal | assisted living that accepts Medi-Cal · Medi-Cal assisted living Buena Park · ALW assisted living Orange County · assisted living waiver facility near me · assisted living that takes the waiver Buena Park |
These keep the budget on families and off job seekers and facility operators. The opposite of a B2B list.
| Exclude | Reason |
|---|---|
| jobs, hiring, careers, salary, caregiver pay | Job seekers, not families |
| how to open, how to start, license, licensing, rcfe license, certification, training, course, classes | Facility operators, not families |
| free, grants, volunteer | No commercial intent |
| independent living, apartments, nursing home, hospice | Different care type, wrong fit |
| real estate, for sale | Property searches, not care searches |