This guide breaks down the best ads for retirement homes with 25 proven examples you can model, and tips to ensure your campaigns consistently bring in inquiries and tours. Whether you manage an independent living community, assisted living facility, or a full continuum of care, these strategies—used by top retirement homes marketing agencies—will help you stand out.
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Retirement Homes Ads That Actually Bring Results
Marketing retirement homes requires more than just visibility—it demands trust, empathy, and timing. Families don’t usually plan months ahead; instead, many search for options when health needs or lifestyle changes make senior living an immediate priority. That means your ads must appear right when adult children and seniors are searching, build reassurance instantly, and make inquiries simple.
But with so many ad options—Paid Search, Facebook Ads, YouTube, retargeting, map ads—how do you decide where to start? The key is aligning ad strategy with family and resident behavior.
1. Google Search Ads with “Near Me” Keywords
Scenario: An adult child types “retirement homes near me with memory care” late at night after realizing Mom can no longer live alone.
Why It Works: These searches are gold because they represent bottom-of-funnel, high-intent families. Unlike broad queries like “senior housing options,” “near me” signals urgency (they’re searching for placement now) and location relevance (they want it nearby). These are among the highest-converting keyword modifiers across all of healthcare and senior living.
Example Ad Copy:
- Headline: “Compassionate Retirement Homes Near You – Memory Care Available”
- Description: “Safe, caring environment for your loved one. Book a tour today.”
Visual Example: Screenshot of a Google Search ad with sitelinks like “Schedule a Tour | Amenities | Pricing.”
When to Use: Always-on. These searches never stop.
Who Benefits: Homes that offer memory care, assisted living, or independent living in metro areas with high competition.
Pro Tip: Layer in negative keywords like “jobs,” “cheap,” or “definition” so you’re not paying for unqualified clicks.
2. Google Local Service Ads (LSAs)
Scenario: A verified retirement home appears at the very top of Google with the “Google Guaranteed” green badge.
Why It Works: LSAs drive clicks because Google only awards the badge to verified businesses. In an industry where trust is everything, that badge says: “Google has screened this facility for you.” Families are far more likely to click an ad with a guarantee than a regular PPC listing, even if it’s lower on the page.
Example Visual: Screenshot of an LSA showing the green badge with facility name, phone, and reviews.
When to Use: Highly competitive cities or when you want to dominate the very top placement.
Who Benefits: Larger retirement home chains, or facilities with multiple locations that want to stand out above traditional ads.
Pro Tip: LSAs are review-driven. The more (and fresher) your reviews, the more impressions and lower cost per lead you’ll get.
Explore The Best 25 Senior Living Ads That Attract More Residents
3. Call-Only Ads for Families in Crisis
Scenario: A daughter searches for “retirement homes with nursing staff” at 8:30 pm. Instead of browsing websites, she taps “Call Now” and immediately reaches your intake staff.
Why It Works: When families are stressed, they don’t want to wait for an email response or fill out a long form. They want answers now. Call-only ads remove friction and connect them directly to your care team. One immediate conversation can secure a tour — or even a move-in — faster than any form.
Example Call Extension:
- “Speak to Our Care Team Now – 24/7 Support Available.”
Visual Example: A Google ad with a click-to-call button prominently displayed.
When to Use: Evenings, weekends, and holidays — prime times when families panic and search.
Who Benefits: Homes with responsive intake teams or live answering services.
Pro Tip: Make sure calls route to a trained admissions coordinator. A bad call experience can permanently lose the family.
Read Best Ads for Home Care: 25 Proven Ad Examples That Work
4. Google Maps Promoted Pins
Scenario: A family is driving around neighborhoods near a hospital and sees a promoted pin pop up on Google Maps: “Tour a Retirement Home – 1 Mile Ahead.”
Why It Works: Families often physically scout locations before making a choice. Promoted Pins on Google Maps turn that casual drive into a tour booking opportunity. It captures decision-makers in real time when they’re already out looking.
Example Placement: A promoted pin labeled “Sunrise Retirement Homes – Tours Available Today.”
Visual Example: Google Maps screenshot with a highlighted pin showing tour availability.
When to Use: Peak driving hours, weekends, and near hospitals or senior centers.
Who Benefits: Homes close to high-traffic areas like hospitals, shopping centers, churches, or highways.
Pro Tip: Add “Schedule a Tour” CTAs directly in your Maps ad for instant action.
Reputation Management is crucial to dominate local organic rankings in Google & Bing
5. Facebook Ads Highlighting Amenities
Scenario: A carousel showcases chef-prepared meals, group fitness classes, landscaped gardens, and theater nights.
Why It Works: Families want to believe that retirement living is not giving up life — but enhancing it. Amenities give a visual way to sell the lifestyle, not just the medical care. This builds emotional connection and makes the community look vibrant.
Example Ad Copy:
- Headline: “Retirement Living That Feels Like Home.”
- Description: “From gourmet meals to social activities — your loved one will thrive here.”
Visual Example: Facebook carousel with rotating images of dining halls, fitness, and community events.
When to Use: Awareness campaigns to introduce families to your community.
Who Benefits: Independent and luxury retirement homes.
Pro Tip: Pair amenities with short resident testimonials in the captions — e.g., “The meals feel like a five-star restaurant!”
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6. Instagram Story Ads Featuring Resident Smiles
Scenario: A 15-second vertical video shows seniors laughing during a painting class and enjoying music together.
Why It Works: Stories grab attention and feel personal, authentic, and emotional. They show the human side of your community — which reassures families that their loved one will be happy there.
Example CTA: “Swipe Up to Schedule a Tour.”
Visual Example: Instagram Story ad with captions and quick clips of smiling residents.
When to Use: Always-on campaigns, with weekly creative refreshes.
Who Benefits: Homes focused on lifestyle, wellness, and community bonding.
Pro Tip: Avoid stock footage. Use real residents and staff — authenticity always outperforms polished ads.
Learn The Best Ads for Wellness Clinics and Medspas
7. Review-Extension Google Ads
Scenario: An ad displays: “⭐ 4.8 from 200 families” directly under your search result.
Why It Works: Reviews are the #1 trust factor when choosing senior living. By surfacing reviews inside your ad, you skip the research step and build instant credibility. Families scanning results are drawn to proof of satisfaction.
Example Ad Snippet: “Rated #1 Retirement Home in Miami – 200+ Happy Families.”
Visual Example: Google Ad with a review extension beneath the headline.
When to Use: Competitive searches like “best retirement homes Miami” or “assisted living with memory care.”
Who Benefits: Homes with strong Google or third-party reviews.
Pro Tip: Keep review collection ongoing — LSAs, review extensions, and organic rankings all feed off review volume.
Read: Best Ads for Home Care in 2025
8. Seasonal Google Ads for Tours
Scenario: A campaign runs with the headline: “Fall Move-In Specials – Schedule a Tour Today.”
Why It Works: Scarcity and urgency drive action. Families who were “just browsing” feel motivated to book a tour when they see seasonal discounts or limited offers. Retirement living is a big decision — urgency gives them a reason to move faster.
Example Offer: Waived move-in fees or “First Month Free.”
Visual Example: Ad with seasonal imagery (fall leaves, winter holidays).
When to Use: Seasonal peaks like fall, winter, and post-holiday transitions.
Who Benefits: All homes with occupancy goals and availability.
Pro Tip: Always add an end date to make the urgency believable.
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9. Retargeting Ads with Affordability Messaging
Scenario: A visitor clicks your site, leaves without converting, and later sees: “Flexible Pricing & Payment Options Available.”
Why It Works: The #1 objection in retirement home searches is cost. Retargeting directly addresses price concerns and keeps you top of mind. By following families around with affordability reassurance, you reduce objections over time.
Example Visual: Display ad: “Affordable Options for Every Family – Ask About Our Plans.”
Visual Example: Banner ad with a smiling family and affordability tagline.
When to Use: Always-on remarketing campaigns.
Who Benefits: Homes with tiered pricing or multiple care packages.
Pro Tip: Use dynamic remarketing to show visitors the exact unit or care level they browsed.
Explore Stethon Digital Marketing Paid Media Services
10. YouTube Pre-Roll with Family Testimonials
Scenario: A YouTube ad shows an adult son saying: “Moving Dad here gave us peace of mind.”
Why It Works: Testimonials are powerful because families trust other families. Video pre-rolls deliver emotional storytelling in a format that’s hard to ignore. Instead of selling, you’re letting happy residents and families do the convincing.
Example CTA: “Watch More Stories – Schedule a Tour.”
Visual Example: YouTube pre-roll ad with family interview clips.
When to Use: Evergreen, with a library of family and resident stories.
Who Benefits: Any retirement home that wants to build trust at scale.
Pro Tip: Keep pre-roll videos under 30 seconds. Hook in the first 5 seconds before users can skip.
11. Geo-Fenced Ads For Retirement Homes
Scenario: A family visits a hospital after their parent has a fall. Later that day, while scrolling on their phone, they see an ad: “Safe Transition from Hospital to Retirement Living.”
Why It Works: Geo-fencing lets you target families in a precise location — hospitals, rehab centers, or even skilled nursing facilities. This catches them at the critical decision point when they’re realizing Mom or Dad can’t safely return home. By positioning your retirement home as the next step, you meet them at their exact need.
Example Ad Copy:
- Headline: “From Hospital to Home — Safe Senior Living Options Nearby.”
- Description: “Compassionate staff, memory care, and assisted living units available.”
Visual Example: A display ad with a caring nurse assisting a senior, captioned “Safe Transitions Start Here.”
When to Use: Year-round, especially in cities with heavy hospital traffic.
Who Benefits: Retirement homes that provide assisted living, memory care, or rehab-focused transitions.
Pro Tip: Rotate your creative every 30–45 days. Families see these ads multiple times; fresh visuals prevent ad fatigue.
12. Facebook Ads Highlighting Safety & Care
Scenario: A Facebook ad shows a smiling nurse with the copy: “24/7 Nursing Support & On-Site Medical Staff.”
Why It Works: Safety is non-negotiable in retirement home decisions. Highlighting on-site staff, emergency protocols, and nursing coverage directly addresses the fears adult children have about leaving their loved one in someone else’s care.
Example Ad Copy:
- Headline: “Safety First — Round-the-Clock Nursing Support.”
- Description: “Your family’s health and peace of mind are our top priority.”
Visual Example: Facebook image ad of a caregiver holding hands with a resident, overlaid with “24/7 Nursing.”
When to Use: Always-on. Safety is always a top concern.
Who Benefits: Assisted living facilities, nursing homes, and retirement communities with strong clinical support.
Pro Tip: Pair your ad with statistics (e.g., “95% of residents say they feel safe here”) for added credibility.
13. Local Event Sponsorship Ads
Scenario: A retirement home sponsors the City Senior Fair and runs local ads saying: “Proud Sponsor of the 2025 Senior Expo.”
Why It Works: Families often trust community-backed names. When your facility shows up at events — and promotes it digitally — it boosts credibility. Even if families don’t need you today, they’ll remember your name when the time comes.
Example Ad Copy:
- Headline: “See Us at the City Senior Fair – Booth #12.”
- Description: “Learn more about our community and tour options.”
Visual Example: A sponsored post showing staff at a booth with branded banners.
When to Use: Seasonal, during local senior expos, church events, or community fairs.
Who Benefits: Retirement homes in suburban or regional markets where community reputation matters most.
Pro Tip: Run geo-targeted Facebook ads the week before the event to ensure local families know you’ll be there.
14. Google Ads with Sitelink Extensions
Scenario: A search ad appears for “best retirement home in Miami” and expands with clickable sitelinks: “Book a Tour | Amenities | Pricing | Memory Care.”
Why It Works: Sitelinks give families multiple conversion paths directly from the ad. Instead of forcing them through your homepage, they can jump to the info they want most — tours, amenities, or pricing. This raises CTR and lowers cost per conversion.
Example Ad Copy:
- Headline: “Award-Winning Retirement Home in Miami.”
- Description: “Book a tour today. Flexible pricing and 24/7 care.”
Visual Example: Google Ad with sitelinks underneath (Tour, Pricing, Amenities).
When to Use: Always-on, for both branded and non-branded searches.
Who Benefits: Homes with multiple service pages and a strong website.
Pro Tip: Add a “Call Now” sitelink alongside “Book a Tour” to capture crisis-driven families.
15. Facebook Carousel Ads for Amenities
Scenario: A Facebook carousel ad rotates between slides: Dining | Memory Care | Activities | Fitness Programs.
Why It Works: Carousels allow you to showcase multiple features in one ad. Instead of just one image, families swipe through and experience the breadth of your community — which feels more engaging and less like a sales pitch.
Example Ad Copy:
- Headline: “Discover Life at [Retirement Home Name].”
- Description: “From gourmet meals to specialized care — see what makes us unique.”
Visual Example: Carousel cards featuring real facility photos (dining halls, group activities, landscaped gardens).
When to Use: Awareness campaigns, especially when first introducing your brand to new families.
Who Benefits: Full-service retirement homes offering a mix of lifestyle and care services.
Pro Tip: Use short testimonials on each card (e.g., “Mom loves the activities!”) instead of plain labels. This feels more personal.
16. Waze Navigation Ads
Scenario: A family driving through town sees a Waze pop-up: “Tour a Retirement Home Nearby – Tap for Directions.”
Why It Works: Families often scout locations in person before making a decision. Waze captures people already in driving mode, showing your retirement home right on the map. It makes it frictionless for them to drop by for a tour.
Example Ad Copy:
- Headline: “Retirement Home Tours Available Today.”
- Description: “Tap for directions – safe and welcoming environment.”
Visual Example: A Waze ad pin on the map with your home’s logo.
When to Use: Ongoing, especially during weekends when families are out scouting.
Who Benefits: Retirement homes located near highways, hospitals, or shopping centers.
Pro Tip: Combine with “Open House” campaigns so families can drive straight into a scheduled tour.
17. SMS Remarketing Campaigns
Scenario: After downloading a brochure, a prospect gets a text: “Hi Jane, our Fall tours are filling fast – book yours today.”
Why It Works: SMS is direct and personal. Families who already showed interest are more likely to respond to a short, clear text than another email. It keeps you top of mind and creates urgency.
Example SMS Copy:
- “Limited spots for October move-ins. Call us today to reserve your tour.”
Visual Example: Mockup of a phone text notification with the CTA “Book Now.”
When to Use: Seasonal pushes, follow-ups after inquiries, or when running move-in specials.
Who Benefits: Homes with an active lead list or CRM database.
Pro Tip: Use SMS sparingly — once or twice per campaign — to avoid overwhelming families.
18. Display Ads with Move-In Specials
Scenario: A family browsing local news sees a banner: “First Month Free – Retirement Apartments Available Now.”
Why It Works: Offers create urgency. Display ads on trusted websites add credibility while directly addressing financial hesitation.
Example Ad Copy:
- Headline: “Move In This Month – First Month Free!”
- Description: “Independent living apartments with chef-prepared meals and activities.”
Visual Example: Banner ad with large text overlay on a photo of smiling residents.
When to Use: Year-round, especially during low occupancy months.
Who Benefits: Retirement homes in competitive metro areas that need to differentiate.
Pro Tip: Test two types of offers — monetary discounts vs. waived fees — to see what converts best in your market.
19. Instagram Reels with Resident Stories
Scenario: A 30-second reel shows a resident saying: “I feel safe, happy, and at home here.”
Why It Works: Video storytelling is authentic and emotional. Families connect with real people, not scripted ads. Reels also benefit from Instagram’s organic reach, spreading your message wider.
Example Ad Copy:
- Headline: “Life at [Retirement Home Name] – Hear From Our Residents.”
- CTA: “Watch More Stories – Book a Tour.”
Visual Example: Reel of residents laughing during bingo night, captioned with their testimonial.
When to Use: Always-on, rotating different residents’ stories.
Who Benefits: Homes with a strong, happy resident community.
Pro Tip: Add captions for accessibility and to catch viewers who watch without sound.
20. Google Ads Targeting “Open House Near Me”
Scenario: A daughter types: “Retirement community open house near me this weekend.”
Why It Works: These searches are from families ready to tour. Google ads targeting “open house” terms align perfectly with that intent.
Example Ad Copy:
- Headline: “Retirement Home Open House – This Saturday.”
- Description: “Coffee & pastries served. Book your free tour now.”
Visual Example: Google ad screenshot with “Book a Tour” sitelink.
When to Use: Monthly open houses, seasonal campaigns.
Who Benefits: Homes that rely heavily on tours to close sales.
Pro Tip: Use location targeting to only show these ads within a 15–20 mile radius.
21. Facebook Ads Promoting Specialized Care
Scenario: A family member of someone with Alzheimer’s sees an ad: “Dedicated Memory Care Neighborhood – Compassionate 24/7 Support.”
Why It Works: Specificity wins. When families see you specialize in their exact need, trust builds faster than with general “senior living” messaging.
Example Ad Copy:
- Headline: “Specialized Memory Care for Alzheimer’s Residents.”
- Description: “Safe, secure, and nurturing environments for your loved one.”
Visual Example: Calm, warm photo of a caregiver walking with a memory care resident.
When to Use: Always-on, as memory care demand is consistent.
Who Benefits: Homes with specialized care units (memory, dementia, skilled nursing).
Pro Tip: Segment audiences — target caregivers, nurses, and families of dementia patients separately with tailored creative.
22. YouTube Ads Comparing Costs in Home Care
Scenario: A YouTube pre-roll video breaks down the monthly cost of home care vs. retirement home living, showing the added value of community, meals, and safety.
Why It Works: Many families start by assuming home care is cheaper. Educating them about hidden costs reframes the conversation in your favor.
Example Video Script:
- “Did you know full-time home care costs more than a retirement home? Here’s why…”
Visual Example: Comparison chart: Home Care $7,000+ | Retirement Living $5,000 with full amenities.
When to Use: Evergreen.
Who Benefits: Homes that are cost-competitive against private caregivers.
Pro Tip: Use retargeting to show these ads to people who visited your “Pricing” page.
23. Display Ads on Local News Sites
Scenario: A banner on the City Tribune site says: “Tour Our Retirement Home – Call Today.”
Why It Works: Trust by association. Families see your ad next to credible local journalism, which reinforces legitimacy.
Example Ad Copy:
- Headline: “Tour Our Retirement Home Today.”
- Description: “Safe, welcoming environment. Book your visit now.”
Visual Example: Banner showing smiling residents in the dining hall.
When to Use: Always-on, rotating creative quarterly.
Who Benefits: Homes in regional or suburban markets where name recognition matters.
Pro Tip: Negotiate with local outlets for sponsored content + display bundle for maximum visibility.
24. Meta Ads Offering Virtual Tours
Scenario: A daughter in another state sees a Facebook ad: “Book a Virtual Tour – No Visit Required.”
Why It Works: Out-of-town families need a way to view facilities without flying in. Virtual tours reduce friction and expand your audience beyond locals.
Example Ad Copy:
- Headline: “Tour From Anywhere – Virtual Retirement Home Tours.”
- Description: “Book online, explore our community from your home.”
Visual Example: Screenshot of a 360° tour on mobile.
When to Use: Year-round.
Who Benefits: Retirement homes that attract out-of-state or international families.
Pro Tip: Offer both live video walk-throughs and pre-recorded tours for flexibility.
25. Google Ads Highlighting Fast Move-In Options
Scenario: A family searches “retirement homes with immediate availability.”
Why It Works: Urgent placements happen often — after a fall, medical emergency, or caregiver burnout. Ads highlighting immediate move-in capture these high-intent searches.
Example Ad Copy:
- Headline: “Immediate Move-In Available – Assisted Living Units.”
- Description: “Safe, caring environment. Limited spots available.”
Visual Example: Google Ad with sitelinks “Book Tour | Move-In This Week | Contact Us.”
When to Use: Year-round, especially during hospital discharge periods.
Who Benefits: Homes with vacant units they want filled fast.
Pro Tip: Tie ads to seasonal pushes like post-holidays when family members notice parents need extra care.
How to Choose the Right Ads for Retirement Homes
The best retirement home ads succeed because they connect emotionally while also answering practical concerns like location, affordability, and care levels. They consistently check four boxes:
Audience Targeting – Focus on adult children (ages 40–65) making decisions for parents, plus active seniors exploring independent living.
Platform Fit – Use Google Ads for high-intent searches, Facebook/Instagram for community presence, YouTube for storytelling and family trust, and maps ads for local visibility.
Budget Allocation – Dedicate 50–60% to high-intent search, 20–30% to retargeting, and 10–20% to awareness campaigns. A well-structured retirement home PPC strategy ensures your budget reaches families at every stage of decision-making.
Creative Approach – Keep messaging compassionate and trust-driven: “Safe, Comfortable Living,” “Caring for Seniors Like Family,” “Schedule a Tour Today.” Highlight amenities, reviews, and certifications.
🔑 Key takeaway: Retirement home ads succeed when they combine local targeting, empathy-driven messaging, and clear pathways to tours and inquiries.
Tips for Making Your Retirement Home Ads Perform Better
- Highlight trust factors like safety, medical staff, and testimonials.
- Use geo-targeting around hospitals, rehab centers, and neighborhoods.
- Showcase lifestyle and amenities visually—gardens, meals, activities.
- Retarget families with affordability, virtual tour, or move-in offers using Meta Ads for retirement homes.
- Add reviews and ratings directly into Google and Facebook ads.
- Track calls, form submissions, and tour bookings for ROI.
Final Thoughts on Retirement Home Ads
In retirement home marketing, empathy and timing are everything. The best ads reach families when they’re searching, build trust with proof and stories, and make it easy to take the next step—whether that’s scheduling a tour or making a call.
By blending Google Ads for high-intent families, Facebook Ads for community reach, YouTube for emotional storytelling, and SEO for retirement communities, you can consistently attract new residents.
If you’re ready to boost occupancy and improve results, explore tailored strategies with Stethon Digital Marketing.