Red Crowns Senior Living · Senior care, Singapore
How Red Crowns cut its cost per lead from S$20.25 to S$4.31
Google Ads, Meta and SEO for a Singapore senior-living provider in a sensitive, regulated category: health-ad approvals, every enquiry route tracked, and content that made the site the expert answer.
- Services
- Google Ads, Meta Ads, SEO
- Google Ads
- Q1 2021 to Q4 2022
- Meta Ads
- 2024 against January to October 2025
- SEO
- First three months of the engagement
- Measured with
- Google Ads, Search Console, the COO's Google review
The challenge
A senior-living brand in a category families rarely discuss openly, with ads that Google's health policy kept disapproving and a site search engines didn't treat as an authority.
What we did
- Approved health ads, rewritten around Google's health policy and Singapore's healthcare advertising rules until they ran.
- Every enquiry tracked, two forms, calls, SMS and WhatsApp: five routes, each counted.
- High-intent search, "nursing home admission" over "nursing home cost", weekly negative keywords, and brand protection.
- Expert content, topic clusters, internal links and local citations that made the site the authority.
- Messaging ads on Meta, campaigns that open a WhatsApp or Messenger chat, so an enquiry starts as a conversation.
The results
- Cost per lead, by quarterS$20.25 → S$4.31
- Daily organic traffic, 3 months+250%
- Useful leads a month200 → 300+
- Meta cost per chatS$65.10 → S$12.64
Cost per lead fell from S$20.25 in Q1 2021 to S$4.31 in Q4 2022, and stayed between S$3.91 and S$6.82 every quarter in between; across the two years it averaged S$4.74 (2,380 leads, 31.1K clicks, S$11.3K spend). Daily organic traffic rose 250% within three months of the SEO work, with 30% of tracked keywords on page 1. On Meta, cost per WhatsApp or Messenger chat fell from S$65.10 in 2024 to S$12.64 in January to October 2025 after the move to messaging campaigns, while chats rose about tenfold to 2,474. Leads are from the COO's own Google review.
“Khepri is a remarkable performance marketing agency that takes an active role to cultivate our posts and refine our search parameters to optimize for lower cost per conversion. Hitherto, we are generating in excess of over 300 leads per month versus 200 useful ones last year!”
