High-converting landing pages for a national over-50s portfolio

Serenitas develops and operates over-50s lifestyle communities across Australia: affordable, high-quality living in secure, social and active environments. The Garden runs performance across the portfolio, treating each project as its own while hunting portfolio-level opportunities to scale what works.

Client: Serenitas
Industry: Aged Care
Solutions: Media & Performance
Customer type: B2C
Region: Australia

Conversion rate across key Google accounts

3x

Decrease in CPL for one project on Google Ads

55%

Of leads enriched with profiling data

50%

The challenge

Facebook lead ads were delivering volume without enough quality, and a portfolio spanning multiple communities needed conversion journeys that could be measured, compared and improved project by project rather than averaged into invisibility.

Our solution

We transitioned key projects from Facebook lead ads to customised landing pages, which significantly improved lead quality and conversion. Campaign structures were fully rebuilt on Meta, while Google campaigns were optimised to prioritise non-branded terms with better UTM tracking.

Around the media, we implemented live dashboards, regular reporting with tailored recommendations, and weekly and fortnightly strategy check-ins. Integration with Microsoft Dynamics improved lead tracking and visibility end to end.

The results

Conversion rates tripled across key Google accounts on the strength of the landing page experience, CPL fell 55% for one project on Google Ads, and half of all leads now arrive enriched with profiling data for quality assurance.

From the team

Working across the Serenitas portfolio has combined treating each project as its own, whilst looking for portfolio-level opportunities to scale strong performance. With such strong results so early, I can't wait to see where we continue to take the results in partnership with the Serenitas team.