Meta ads for senior living communities, done right under the Housing category.

Senior living ads fall under Meta’s Housing special ad category, which means no age targeting, even for communities built for older adults. We build campaigns that reach adult children and seniors through creative and offers, and book tours.

Meta ads for senior living communities

The goal: Booked tours that become move-ins
What we optimize for: Cost per tour and per move-in
Meta ad category: Housing

What makes senior living communities different on Meta

No age targeting

Housing category rules prevent targeting by age, so creative has to do the work.

Adult children often decide

Many inquiries come from sons and daughters researching for a parent.

Long, emotional decisions

Moves take months and involve the whole family.

How we run Meta ads for senior living communities

Family-focused creativeContent for adult children and seniors about care, community, and daily life.
Housing-compliant setupCampaigns set up correctly under the Housing category, with broad, radius-based audiences.
Tour and event funnelsTour scheduling, lunch-and-learn events, and family nurture over time.
Conversions API and offline eventsServer-side tracking plus lead outcomes sent back to Meta, so the algorithm learns what a real booked tour looks like for senior living communities.
Creative built for the feedVideo, UGC-style, and static concepts tested on a steady cadence, with clear rules for what gets cut and what gets scaled.
Reporting on cost per booked tourWe judge campaigns on what a booked tour actually costs you, not on clicks, impressions, or raw form fills.

Offers and angles that work

The offer does more of the work than the targeting. These are the angles we test first for senior living communities.

Schedule a personal tour
Lunch and tour events
Guide: how to talk with a parent about senior living
Care level and pricing overview

Questions we put in front of every lead

Are you looking for yourself or a loved one?
What level of care is needed?
What's your timeline for a move?
Which community are you interested in?

Rules we build around

Campaigns run under Meta's Housing special ad category
Fair housing compliant copy and imagery
Care and licensing claims accurate

Questions we get asked

Can senior living ads target older adults?

No. They fall under Meta's Housing category, which prohibits age targeting. We reach the right people with creative aimed at both seniors and their adult children.

Is there a minimum?

We work with senior living communities doing $25,000+ a month in revenue and ready to invest in paid acquisition. If you are earlier than that, a Meta ads audit is the better first step.

How long until Meta ads work for senior living communities?

The first 30 days focus on tracking, offers, and creative testing. Most accounts show clear direction by day 60 to 90, once Meta has enough booked tour data to optimize against.

Get more booked tours from Meta.

Tell us about your community and your numbers. If we are a fit, you will book a strategy call with Mitch. If not, we will point you to a better next step.

Founder-led strategy from a Harvard-trained economist
$100K+ a day in ad spend under management
Flat monthly fee, written scope, no hourly billing

Meta ads for senior living communities, done right under the Housing category.