Yes — when they’re run for senior living specifically. Most adult children aren’t searching for a community on Facebook, so paid social works differently from Google: it introduces your community to local families, builds trust over a few touches, and captures the ones ready to schedule a tour. With the right audiences, respectful, family-focused creative, and tasteful retargeting, Facebook and Instagram become a steady source of new family inquiries — not just likes.

Two numbers matter: your ad budget (paid to Meta) and our management fee. The numbers to watch are cost per lead (CPL) and the truer one, cost per scheduled tour (CPA) — plus CPM and CTR as efficiency signals. Both vary by city, audience, and creative. A common starting point is a monthly budget you’re comfortable testing with, run lean enough to read the data. We start with a free Meta ads plan and a clear, fixed monthly proposal — no long lock-ins, no surprises.

This is the part most agencies skip. A raw default Meta Pixel on a tour-request flow can send protected health information into Meta — a real risk for memory care and skilled nursing especially. We configure a no-PHI Pixel and a server-side Conversions API with hashed events, strip identifiers and diagnoses from URLs and audience names, and upload customer lists hashed. You measure scheduled tours compliantly — the mechanism, not just a “HIPAA-compliant” badge.

Health and medical advertising falls under Meta’s Special Ad Category, which intentionally limits how you can target — narrower age and gender options, a wider minimum location radius, and restrictions on detailed and lookalike targeting. Run senior living ads like e-commerce and you get restricted or waste budget. We declare the category correctly and build the audience strategy within those limits, so your campaigns run clean instead of getting throttled.

Meta restricts copy that implies it knows a personal attribute — “Is your parent struggling with dementia?” reads as asserting the viewer’s health condition, and gets disapproved. We write policy-safe creative from draft one: speaking to the community and the care offered rather than labeling the viewer or their parent, with no exploitative fear or crisis-baiting. Fewer disapprovals means more uptime and less budget stuck in review.

They’re complementary, not either/or. Google captures families already searching for a community — high intent, ready to tour. Meta reaches adult children before they search, builds awareness, and retargets warm families on Facebook and Instagram — lower intent, but far larger reach and lower cost per impression. Most growing communities run Google for capture and Meta for demand generation and retargeting. We run both and can advise where your budget works hardest.

Meta ads are fast to launch: once creative clears review, ads can start delivering and generate inquiries within the first days. The first few weeks are a learning period — we feed the Pixel clean conversion data, test creative, and let delivery settle — so cost per lead typically improves over the first one to three months. Lead volume depends on your market, budget, and offer, so we won’t promise a fixed number; we’ll set an honest, ranged expectation up front.

Yes, you own everything. Campaigns run inside your own Meta Business Manager — the Pixel, audiences, and creative stay your property, so if we ever part ways you keep the asset you paid to build. And we respect territorial exclusivity: we won’t run competing senior living communities against you in the same market.

Yes. Because Meta serves Facebook and Instagram from one ad-buying surface, your campaigns can run across the Instagram feed, Reels, and Stories alongside Facebook — we choose placements by where your audience actually engages and where cost per tour is lowest. Reels-native video in particular is a strong, scroll-stopping format for reaching adult children researching senior care for a parent.

Yes. Stethon Digital Marketing is a senior living Meta ads agency, and Stethon Digital Marketing specializes in healthcare marketing — not a generalist agency learning your niche on your dime. Senior living itself is the housing-plus-care field, spanning assisted living, memory care, independent living, skilled nursing, and continuing care retirement communities for older adults. As dedicated paid-social managers and Instagram ads experts for those communities, we run the Facebook ads, Instagram ads, Lead Ads, and retargeting that fill your tour calendar. Every senior living meta ads campaign is built around how adult children scroll and how Meta’s health Special Ad Category works. Whether you run an assisted living, memory care, independent living, skilled nursing, or CCRC community, you get a specialist healthcare team that already understands the HIPAA-safe Meta Pixel, the Conversions API, and the family journey.