project:
Meta Ads Relaunch & Performance Turnaround | senior care finder
Role: Director of Marketing
Date: December 2025-February 2026
TL;DR:
I relaunched and optimized Senior Care Finder’s Meta ad program, transforming an underperforming channel into a predictable inquiry engine. Through strategic audience refinement and funnel alignment, monthly inquiries grew 163% while CPA dropped into our ideal $10–18 range — without increasing spend.
$1,000
monthly budget
62%
CPA reduction
141
inquiries generated
overview
Meta ads had been inactive since early 2024, leaving paid social completely untapped within the acquisition mix.
With a background rooted in organic and paid social strategy, I proposed a structured relaunch designed to do more than generate impressions — it was built to drive inquiries.
Initial approval came in mid-September, allowing for only two weeks of testing. Upon stepping into the Director of Marketing role in October, I paused the channel to rebuild the strategy intentionally rather than scale inefficiencies.
By November, Meta relaunched under a redesigned performance framework focused on lookalike audiences, retargeting, and high-intent conversion events.
In 90 days, the channel evolved from dormant to a scalable, cost-efficient acquisition engine.
the challenge
Meta was generating traffic — but not scalable, efficient conversions.
Key issues:
Misalignment between ad formats and funnel goals
Overemphasis on awareness without a conversion strategy
Limited audience refinement
No structured monthly audience refresh cadence
Inefficient CPA (up to $76.92 in November)
The goal was clear: Turn Meta into a predictable, scalable inquiry engine — not just a traffic driver.
the strategy shift
Instead of broad awareness campaigns, I simplified the structure into three focused campaign types:
1. National Lookalike Conversion Campaign (Primary Driver)
1% LLA built from qualified consumer leads
Monthly audience refresh
Optimized for Web Searches (high-intent action)
75–80% of the monthly budget is allocated here
2. TOFU Resource Campaign
Targeted SEM priority cities
Retargeted website visitors (180 days)
Promoted downloadable guides & blogs
Built retargeting pool + early-stage engagement
3. Evergreen Boosted Content
1–2 high-performing organic posts
Mixed static + video
Supported brand reinforcement & engagement
december: funnel realignment
In December, I identified that carousel ads drove traffic but didn’t convert to inquiries effectively.
Key pivot:
Align ad format with funnel intent.
December Results:
609 Web Searches (+143.6% MoM)
Landing Page → Search conversion: 28.4%
CPA: $27.78
Inquiries: 36
This was the stabilization month.
january: audience expansion & retargeting layer
In January:
Expanded lookalike audiences
Layered 180-day website retargeting
Focused on reinforcing the brand across channels
While traffic volume dipped:
Landing Page → Search conversion jumped to 53.5%
CPA dropped to $21.74
Inquiries increased to 46
We weren’t just driving clicks — we were driving intent.
february: efficiency breakthrough
In February, I duplicated winning structures instead of reworking them — allowing Meta’s learning phase to mature.
January contacts were added to Lookalikes, strengthening audience quality.
Early February results (as of 2.26.2026):
937 Web Searches (+48.7% MoM)
Landing Page → Search conversion: 58.3%
CPA: $10.53
Inquiries: 95
This placed CPA squarely within our ideal $10–18 range.
results
3-month turnaround
141 inquiries generated
CPA reduced by 62% from December to February
Inquiry volume increased 163% from December to February
Conversion rate nearly doubled (28.4% → 58.3%)
All on:
$1,000/month budget
No major increase in spend
No aggressive scaling tactics
cross-channel impact
Beyond direct conversions, Meta strengthened multi-touch acquisition pathways.
GA4 attribution data from January–February shows Cross-Network and Paid channels contributing significantly to key event paths, reinforcing the role of paid social in supporting search-driven discovery.
This validated the decision to:
Layer retargeting on top of SEM priority markets
Reinforce brand visibility across platforms
Focus on sustained exposure rather than short-term traffic spikes
Meta was not operating in isolation — it became part of an integrated acquisition engine.
conclusion
What I’d Do Next (If Scaling)
If budget were increased:
Allocate incremental dollars to the National LLA campaign
Test 1% vs 2% LLA expansion
Introduce creative testing matrix (hook-first testing)
Develop mid-funnel nurture retargeting sequence
The infrastructure is built to scale.
Note on Q1 Attribution
While I will no longer be managing Senior Care Finder’s Meta day-to-day, the February performance and full Q1 results are directly driven by:
Campaign structure I rebuilt
Audience cadence I implemented
Conversion event alignment
Budget distribution strategy
Let’s Build What’s Next
From paid social relaunches to full-funnel strategy, I partner with teams ready to think smarter about growth. If you’re looking for clarity, structure, and performance — let’s start the conversation.