Senior living case study: 3 contracts from ads

Three contracts, and one month of fees covers the entire ad budget

contracts signed from ads

all from Meta lead form ads

3 of 5

filled spots came from ads

the residence has 20 spots

BRL 36,500

a month in fees from the 3 contracts

1.6x the entire ad budget

BRL 22,649

invested in ads during the period

BRL 16,942 on Meta · BRL 5,707 on Google

BRL 7,550

in ads per signed contract

less than one average monthly fee, which is over BRL 12,000

BRL 438,000

projection, if the 3 residents stay 12 months

over 12 months of stay for the 3 residents

19.3x the ad budget

Contracts attributed by the source of the ad form. Budget for the full period, Google and Meta. Fees are real; the BRL 438,000 is a projection. The fee and budget bars are on the same scale.

The residence needed to be known before it opened its doors

In October 2025, the residence was a construction site in São José dos Campos, with 20 spots and an average monthly fee over BRL 12,000. It had no brand, no Instagram, no Google profile and no one searching for its name.

Choosing a senior living residence involves the adult child, the spouse or the senior themselves, and it takes time. If the residence only started showing up at the opening, it would open empty.

Three decisions that turned budget into contracts

decision 01

We swapped cheap chats for a screening form

what we saw

Ads straight to WhatsApp cost BRL 5.69 per conversation, 324 conversations for BRL 1,843. Most were caregivers looking for jobs, and no contracts came from those chats.

what we changed

We moved to a form and kept adding screening questions until job requests dropped to zero. The cost rose to BRL 10.12 per lead, 1.8x more, and all 3 contracts came from that form.

BRL 5.69 → BRL 10.12

per WhatsApp conversation → per form lead

1.8x more per lead

zero

job requests on the screening form

before: most WhatsApp conversations

0 → 3

contracts

WhatsApp → screening form

decision 02

A Q&A video drove lead generation

what we saw

Among the creatives tested, the Q&A style ad, filmed with Aline, a Sea-Ads partner, brought the most leads.

what we changed

We focused the budget on that format, with a person answering families' questions straight to the camera.

327

leads from the Q&A video, at BRL 8.93 each

more than all the other creatives combined

[ real screenshot ]
Q&A style ad, client name and logo blurred

decision 03

We built the residence's online presence before advertising

what we saw

With no brand and no online presence, an ad would take families nowhere.

what we changed

We created the brand, Instagram and Google profile between October and November 2025. The first ad ran in December, and the residence advertised for five months while still under construction. When it opened in May 2026, it was already known.

2 months

building the online presence before the first ad

Oct and Nov 2025

5 months

of ads while under construction

Dec 2025 to May 2026

Leads got 1.8x more expensive and contracts went from zero to three

cost per lead

Straight to WhatsAppBRL 5.69 per conversation

Screening formBRL 10.12 per lead

contracts

Straight to WhatsApp0

Screening form3

Oct to Nov 2025

Online presence built from scratch

Dec 2025

First ad, residence under construction

May 2026

Opening

through Oct 2026

3 contracts from ads, 3 of the 5 filled spots

The first month of fees paid for the project's entire ad budget

Three contracts, and one month of fees covers the entire ad budget

The residence needed to be known before it opened its doors

Three decisions that turned budget into contracts

We swapped cheap chats for a screening form

A Q&A video drove lead generation

We built the residence's online presence before advertising

Leads got 1.8x more expensive and contracts went from zero to three

Five fronts built for a residence that didn't exist online yet