FindTheirCare

Initial Paid
Acquisition Concepts

These aren't intended as finished campaigns. They're examples of the messaging, creative directions, landing-page alignment, and testing structure I'd want us to explore as we establish acquisition benchmarks.

Concepts only. Nothing on this page has run. The ads, facility names, ratings, and bed counts in the mockups are illustrative placeholders, not data, and no performance is implied.

The short version

  • We'd start with two kinds of ads. Google, for families already searching for care. Facebook and Instagram, for families who haven't started searching yet.
  • Every ad has one job: get the right family to a page that answers their exact question, then let them contact a facility.
  • The first months are for learning what a family inquiry costs and what it's worth to an operator. Not for spending big.
  • Nothing here has run. These are the ideas I'd test first, and the reasons behind each one.

You don't need to know advertising to follow this. Each section answers a plain question: who is searching, what we'd say to them, where the ad sends them, and how we'd know it's working. Trade terms are explained the first time they appear, and there's a short glossary at the end.

Search / user intent→Positioning→Ad / message→Landing page→Conversion→Measurement→Iteration

Meta

Three hypotheses, not three variations

On Facebook and Instagram nobody is searching, so the ad itself has to find the right person: the family who sees their own situation in it. Each concept below is a different bet on which framing does that. We'd show them widely in a few test cities and let the message find the audience.

Concept
F
FindTheirCare
Sponsored · 🌐
···
If a discharge planner just handed you a list of rehab facilities, you probably have a day or two to decide. FindTheirCare shows Medicare ratings, staffing, and today's bed availability for every skilled nursing facility near you, so you can compare the list before you choose. Free, no sign-up.
The hospital gave you a list.
Compare it before you choose.
Discharge planning · SNF options

Oakmont Rehabilitation
Creekside Post-Acute
Rossmoor Care Center

Your list, compared Today
Creekside Post-Acute
3 beds open
★★★★★ Medicare · 2.1 mi
Oakmont Rehabilitation
1 bed open
★★★★☆ Medicare · 4.6 mi
Rossmoor Care Center
Waitlist
★★★☆☆ Medicare · 3.3 mi
findtheircare.com
Compare the facilities on your discharge list
Ratings, staffing, and open beds. Updated daily.
Learn more
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1. Immediacy

Most skilled nursing admissions begin with a hospital discharge, and that moment is specific enough to name.

Visual
The discharge list as a physical object, with the app comparing the same three names. The tension is "list versus comparison," not fear.
Landing page
/short-term-rehab/[city] (same page as Search concept A)
Audience
Everyone 35 and up in the test cities. We don't try to guess interests. The ad does the selecting.
Testing
Whether a moment-specific message can find in-market families on a platform without intent, and whether it converts to calls the way the equivalent search does.
Why it might work
It describes a situation the reader is in right now, and offers a concrete next step they can take in the same sitting.
Concept
F
FindTheirCare
Sponsored · 🌐
···
Comparing nursing homes usually means a dozen tabs, a dozen phone calls, and ratings scattered across sites. FindTheirCare puts every skilled nursing facility near you in one place: Medicare ratings, insurance accepted, specialties, and who has beds open. Message facilities directly. No sign-up, no broker fees.
Every skilled nursing facility near you.
One search.
WhereWalnut Creek, CA
Care typeShort-term rehab
Medicare4+ starsBeds open
Creekside Post-Acute★★★★★ · 2.1 mi · Medicare, Aetna
3 beds open
Oakmont Rehabilitation★★★★☆ · 4.6 mi · Medicare
1 bed open
findtheircare.com
See every skilled nursing facility near you
Ratings, insurance, and open beds in one search.
Search now
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2. Utility

For a discovery product, the product is the message. Show the tool and let the usefulness sell.

Visual
The actual search experience, drawn cleanly: a location, a care type, filters, and results with ratings and availability. No people, no metaphor.
Landing page
/skilled-nursing/[city] with the search pre-filled to the viewer's metro
Audience
Everyone in the test cities. Also a small group who visited the site, searched, but didn't contact a facility. An ad shown only to past visitors is called retargeting.
Testing
Whether a plain product demonstration outperforms emotional framing on cost per search started and cost per inquiry. Whether "no sign-up, no broker fees" matters to families or only to us.
Why it might work
The pain is real and familiar (tabs, calls, scattered data), and the creative shows the fix instead of describing it.
Concept
F
FindTheirCare
Sponsored · 🌐
···
Most families choose a skilled nursing facility once, under pressure, without knowing what a good one looks like. FindTheirCare shows what Medicare inspectors found, how staffing compares, and what other families said, side by side, so you can make the decision with the facts in front of you.
Choosing care for a parent is hard.
Comparing it shouldn't be.
FacilityMedicare ratingStaffing
Creekside Post-Acute★★★★★Above avg.
Oakmont Rehabilitation★★★★☆Average
Rossmoor Care Center★★★☆☆Below avg.
Ratings and staffing from CMS · Medicare.gov
findtheircare.com
Know what you're choosing
Inspection results, staffing, and family reviews, side by side.
Compare facilities
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3. Decision support

Families don't lack options, they lack a way to judge them. Trust comes from showing the evidence, not from claiming it.

Visual
Type-led on the brand's cream, with a plain scorecard. Calm, editorial, closer to a consumer report than a healthcare ad.
Landing page
/nursing-homes/[city] (comparison-led, same as Search concept C)
Audience
Everyone in the test cities. We expect it to land mostly with adult children aged 45 to 64, and we'd watch for that rather than force it.
Testing
Whether decision-support framing reaches earlier-stage families who convert less often but into higher-quality inquiries and tours. Whether the CMS data is a stronger trust signal than reviews.
Why it might work
It respects the reader, names the real difficulty without dramatizing it, and gives them the thing they were going to try to assemble on their own.
What we tell Meta to aim forMeta gets better at finding the right people when we tell it what success looks like. Early on that's "someone ran a search on our site," because inquiries will be too few to learn from. Once inquiries are steady, we aim at those instead.
FormatStill images first, square and tall. Short video only after a still-image message wins, so we know what the video is for.
SequencingMessage test first, holding the landing page constant. Visual variations of the winner second. Never both at once.
BoundariesNo fear, no countdown, no "before it's too late." The category is anxious enough. We compete on being useful.

Landing page alignment

One phrase, carried all the way through

Ads aren't standalone. The family should read the same words in the search box, the ad, the page heading, and the results, and then find the action they came for. Every handoff that changes the language or the promise costs conversion.

Search
"skilled nursing facility near Walnut Creek"
Google
skilled nursing facility near Walnut Creek
Local, care type unspecified. Could be days or months from a decision.
Intent: find and evaluate local options.
Ad
Find Skilled Nursing Near Walnut Creek
Sponsored · findtheircare.com
Skilled Nursing Facilities Near Walnut Creek | Ratings & Availability
Compare Medicare ratings, insurance accepted, and open beds. Chat with facilities directly.
Repeats the query. Promises exactly three things.
Landing page
Skilled Nursing Facilities Near Walnut Creek
H1 · /skilled-nursing/walnut-creek
Skilled Nursing Facilities Near Walnut Creek
AllShort-term rehabLong-term careMemory care
MedicareBeds open4+ stars
Same heading as the ad. Filters resolve the mixed intent.
Results
The three things the ad promised
Facility cards
Creekside Post-Acute3 beds open
Oakmont Rehabilitation1 bed open
Diablo Valley Nursing2 beds open
Rating, insurance, availability on each card.
Useful immediately, no sign-up wall between the click and the list.
Conversion
Call, message, or tour
On every facility
Call facilityMessage operatorRequest a tour
Each is an inquiry. Each carries its source so the operator's response closes the loop.
Care typeWhatever the query names (rehab, nursing home, memory care) is what the page is filtered to and titled with.
LocationThe city in the query is the city in the headline, the H1, and the results. Never "near you" on the page when the ad said "Walnut Creek."
PromiseIf the ad says ratings and availability, they're visible on the first card. The ad never claims something the page has to explain.
FrictionNo account, no gate, no "tell us about your loved one" before results. The site already commits to this. The ads should benefit from it.

Testing framework

Learn the economics before scaling spend

The first campaigns are a measuring exercise. We don't know yet what a click, an inquiry, or an admission costs in this category, and no one should pretend to. The job of the first campaigns is to find out, city by city, and to set the numbers everything after gets compared to.

Intent / Audience
Cost per click: what we pay each time someone clicks, by kind of search and by city.
Message
Click-through rate: of the people who see the ad, how many click. Compared across messages with everything else held the same.
Creative
Variations within a winning message only. On Meta, also how long people keep watching.
Landing page
Landing-page conversion rate: of the people who arrive, how many run a search, use a filter, and contact a facility, and how quickly.
Inquiry
Cost per inquiry: everything we spent, divided by the number of families who contacted a facility. Split by call, form, and chat.
Qualified inquiry
Qualified rate: how many inquiries are ones an operator can actually use: a real need, a city we cover, a workable timeline and way to pay. Plus how fast operators respond.
Operator value
Facility engagement (replies, tours scheduled) and ultimately admissions, so we can price what an inquiry is worth.

The benchmarks we're establishing

These are the numbers we don't have and need before any conversation about scale. None of them are guesses on this page; they're the output of the first tests.

  • Cost per clickby intent theme and metro
  • Landing-page conversion rateto a facility action
  • Cost per inquirycall, form, chat
  • Qualified inquiry rateand what disqualifies
  • Calls vs. forms vs. chatmix by intent and urgency
  • Facility engagementresponse, tour, admission
  • Value of an inquiryto an operator, and of an admission
  • Paybackacquisition cost against operator value
One variable at a time. Message before creative, creative before page, and each test gets a minimum budget and duration decided before it starts.
Decide on qualified inquiries, not clicks or raw leads. A cheap inquiry an operator can't use is a cost, not a result.
Close the loop with operators. Their response and outcome data flow back to the source, so the channel is judged on value created, not volume delivered.
Small, deliberate spend in a few well-covered metros, then expand only the combinations that clear the bar.

Glossary

Words you'll see on this page

The handful of trade terms used above, in plain words.

Paid acquisitionPaying for ads to bring new families (or operators) to the site, as opposed to them finding it on their own.
Search intentWhat someone actually wants when they type a search. "Rehab near me" and "nursing home ratings" are different intents.
Landing pageThe page an ad sends people to. Ours are built to match the exact search, not the homepage.
InquiryA family contacting a facility: a call, a message, a form, or a tour request. The main thing we count.
Qualified inquiryAn inquiry an operator can actually use: a real need, in a city we cover, with a workable timeline and way to pay.
Cost per clickWhat we pay each time someone clicks an ad.
Click-through rateOf everyone who sees an ad, the share who click it. A sign the message landed.
Conversion rateOf everyone who lands on a page, the share who do the thing we wanted, like contacting a facility.
Cost per inquiryTotal spend divided by the number of inquiries. The number that tells us whether ads make economic sense.
RetargetingShowing an ad only to people who already visited the site.
SitelinksThe small extra links under a Google ad, like "Short-term rehab" or "Memory care."
Negative keywordsWords that stop an ad from showing. "Jobs" and "salary" keep job seekers from clicking on ads meant for families.

Initial testing philosophy

The initial objective isn't maximum spend or maximum lead volume. It's to establish which combinations of intent, message, market, and landing experience generate qualified inquiries at economics that create real value for operators. Once we know that, we can scale what works.
Facility names, ratings, and availability in mockups are placeholders.