Ad Brief: Aging-at-Home Cost Comparison Worksheet

Landing page: /lp/aging-at-home-costs/ Topic page (SEO): /topics/aging-at-home-costs/ Resource page: /resources/aging-at-home-cost-comparison.html Form: Native HTML → lead-capture Edge Function

Topic Summary

Every family keeping a loved one at home starts with the same assumption: home is cheaper than a facility. They Google the average cost of assisted living, compare it to a home aide's hourly rate, and the math looks clear. But the comparison breaks down because the line items that actually determine cost — overtime, backup care, home modifications, supplies, transportation, and the 15–20 hours a week the Primary Contact spends coordinating — rarely make it into the spreadsheet.

By the time the real numbers catch up, the family is already committed to a plan that costs more than they expected. Some run out of savings. Some burn out the family caregiver. Some end up making a crisis move to a facility under pressure — which costs more and involves less choice than a planned one.

This is a pre-customer, decision-stage problem. The family isn't searching for Averyn — they're searching for "cost of home care vs. assisted living" or asking themselves whether their current arrangement is sustainable. The worksheet meets them with a genuinely useful tool at the moment they're doing the math. The drip sequence introduces Averyn's Anchor plan as the coordination line item that often reduces total cost by freeing the Primary Contact.

Lead Magnet: Aging-at-Home Cost Comparison Worksheet

An interactive, browser-based worksheet with live calculations. The visitor fills in their actual numbers, and the worksheet generates a side-by-side monthly comparison. Five sections:

1. Paid Care Costs — hourly aide rate, hours per week, agency fees or payroll taxes, overtime/weekend differentials, backup care costs. Calculates true monthly cost of in-home help.
2. Hidden Home Costs — home modifications (grab bars, ramp, stair lift), medical supplies, incontinence products, meal delivery, transportation, home maintenance. Checklist format so nothing gets missed.
3. Primary Contact Time Calculator — estimated hours per week on coordination (scheduling, calls, provider communication, family updates, insurance paperwork) × hourly rate or professional coordinator rate. Makes the invisible subsidy visible.
4. Facility Comparison — monthly base rate for assisted living or memory care, plus add-on costs (medication management, higher-level care surcharges, community fees). Honest facility total.
5. Side-by-Side Monthly Summary — total home cost (paid care + hidden costs + coordination time) vs. total facility cost. Includes a contingency/buffer line. Live-updating as numbers are entered.

Nothing is saved server-side. Privacy notice is prominent. The tool generates a document in-browser — printable, saveable as PDF. The gate (first name + email) earns the lead. The welcome email and printed QR code create re-engagement loops back to the topic page.

ICP Segment

Primary: High-Earning Adult Child (40–65)

The family's economic decision-maker for elder care. Often the Primary Contact — the person who took on coordination, whether by choice or default.

Who they are:

• 40–65 years old
• Household income $100K+ (often $150K–$300K)
• Managing or about to begin managing a parent's care at home
• Already spending significant time on coordination — or seeing the writing on the wall
• Making or about to make the "home vs. facility" decision, and wants real numbers
• May be paying for aide care out of pocket or managing a parent's finances
• Values data and informed decisions — wants a spreadsheet, not a sales pitch

Psychographics:

• Researching options, comparing costs, building a case for siblings or a spouse
• Feels the weight of the decision — wrong call could drain savings or burn them out
• Wants to keep their parent at home if possible, but needs to know it's sustainable
• Guilty about the time they're spending and the time they're not spending
• Skeptical of services that promise too much — responds to transparency and real numbers

Where they are in the funnel:

• Pre-customer, decision-stage. Actively comparing options. Doing the math. The worksheet is the tool they'd build themselves if they had the time.

Conversion path:

• Worksheet → welcome email (worksheet link + "the hidden cost most families miss") → day 3 (value: Primary Contact time as a real line item) → day 10 (soft pitch: Anchor $2,999/mo as the coordination line item that reduces total cost) → /support-options/ or /start/

Secondary: Spouse Managing Care at Home (60–75)

Older spouse who is the primary caregiver and increasingly concerned about sustainability.

Who they are:

• 60–75 years old
• Spouse is aging at home with increasing care needs
• Managing aides, appointments, medications, and household logistics
• May not think of themselves as a "caregiver" — they think of it as marriage
• Worried about whether the current arrangement can last financially
• Often not getting help from adult children (or help is sporadic)

Psychographics:

• Resourceful and self-reliant, but increasingly stretched
• Doesn't want to move their spouse to a facility — considers it a failure
• Needs permission to consider that their own time and well-being have value
• Responds to practical, respectful framing — not pity, not "you need help"
• Wants to know: "Can we afford to keep doing this? For how long?"

Where they are in the funnel:

• Pre-customer, problem-aware. Knows the current arrangement is straining, but hasn't been given the tools to evaluate whether it's sustainable.

Conversion path:

• Worksheet → welcome email → day 3 (value: the coordination-time section validates their invisible labor) → day 10 (soft pitch: Anchor as a way to get coordination handled without giving up control) → /start/

Platform: Meta (Facebook / Instagram)

Why Meta

• The 40–65 adult child making financial decisions about elder care over-indexes on Facebook
• "Is staying home cheaper?" is a question people are asking in private — not something they search for on Google in the same way. Feed-based advertising catches them mid-thought.
• The 60–75 spousal caregiver segment is highly active on Facebook
• Meta's interest + behavior targeting can layer caregiving/elder care/financial planning interests with age to reach the right moment
• Carousel and Story formats work well for walking through the five worksheet sections

Audience Configuration

Ad Set 1: Adult Child Decision-Maker (Primary)

Age: 40–65 Gender: All (slight female skew expected but don't restrict) Location: United States (or active service areas) Language: English

Detailed targeting — INCLUDE (OR logic, any match):

• Interests: Elder care, Aging parents, Caregiving, Home care, Assisted living, Sandwich generation, Family caregiver, Long-distance caregiving, Financial planning, Retirement planning, Medicare
• Behaviors: Engaged shoppers (likely to respond to CTA)

Detailed targeting — EXCLUDE:

• Job titles / industries: Nurse, Physician, Doctor, Registered Nurse, Healthcare professional, Medical assistant, Home health aide, Social worker, Financial advisor — providers and professionals, not customers
• Interests: Nursing (career), Medical school, Home health aide (career)

Detailed targeting expansion: ON — let Meta optimize beyond the interest set once the pixel has enough data

Placements:

• Facebook Feed (primary)
• Facebook Right Column
• Facebook Video Feeds
• Instagram Feed (secondary — younger end of this demo)

Optimization: Conversions → Lead event (fires on form submission via fbq('track', 'Lead')) Budget: $25–50/day. Primary audience. Scale based on CPL after 100+ leads. CPL target < $20.

Ad Set 2: Spousal Caregiver (Secondary)

Age: 60–75 Gender: All Location: United States

Detailed targeting — INCLUDE:

• Interests: Caregiving, Home care, Aging in place, Medicare, Senior living, Health management, Retirement, AARP
• Behaviors: Engaged shoppers

Detailed targeting — EXCLUDE:

• Same healthcare professional exclusions as Ad Set 1

Placements:

• Facebook Feed (primary — 60+ is most active here)
• Facebook Right Column
• Facebook Video Feeds

Optimization: Conversions → Lead event Budget: $15–25/day. Secondary audience — test and scale if CPA is favorable. CPL target < $20.

Retargeting (both segments)

Custom Audiences:

• Website visitors: /topics/aging-at-home-costs/ (last 30 days) who did NOT submit the form
• Website visitors: /lp/aging-at-home-costs/ (last 14 days) who did NOT submit the form

Exclude: People who already submitted the lead form (create a Custom Audience from the Lead event)

Placements: Facebook Feed + Facebook Right Column Budget: $10–15/day

Ad Concepts

Concept 1: "The Real Math" (Static — direct response)

Format: Single image, bold text overlay Audience: Ad Set 1 (adult child decision-maker) Visual: Clean, warm background. Large text on image. A kitchen table with a laptop or notepad — real-feeling, not stock-photo-glossy. Text on image: "Home care: $4,200/month. Real cost: $7,500. What's missing?" Subtext on image: "The costs most families don't count." CTA button: "Get the free worksheet" Primary text: You compared the aide's hourly rate to the monthly cost of assisted living. Home wins. Except it doesn't — because the comparison is missing overtime, backup care, home modifications, supplies, and the 15–20 hours a week you're spending on coordination. We built a free interactive worksheet that runs the real numbers. Five sections. Live calculations. A side-by-side comparison you can actually plan around.

Concept 2: "The Invisible Line Item" (Carousel — 4 slides)

Format: 4-slide carousel Audience: Ad Set 1 (adult child decision-maker), Ad Set 2 (spousal caregiver) Visual: Clean cards with gold accent. Each slide reveals a hidden cost category. Warm, practical feeling — like reviewing a financial document together. Slide 1 headline: "You budgeted for the aide. What about the rest?" Slide 2: "Backup care when the aide calls out. Weekend rates. Overtime." Slide 3: "Grab bars. Meal delivery. Transportation. Supplies. Home maintenance." Slide 4: "And the 15 hours a week you spend coordinating — what's that worth?" CTA button: "Run the real numbers" Primary text: The cost of keeping a loved one at home isn't just the aide's rate. It's the overtime, the backup coverage, the home modifications, the supplies, the transportation — and the 15–20 hours a week the family coordinator spends holding it all together. We built a free worksheet that puts all of it on paper. Five sections. Live calculations. A real comparison.

Concept 3: "Running Out of Budget" (Static — consequence)

Format: Single image Audience: Ad Set 1 (adult child decision-maker) Visual: Calm, honest. Perhaps an open notebook with budget numbers, a pen set down. Not alarmist — reflective. The feeling is "this is the conversation nobody wants to have." Text on image: "Most families don't discover the real cost of home care until the budget runs short." Subtext on image: "Run the numbers before they run you." CTA button: "Get the free worksheet" Primary text: The aide costs $26/hour. The real cost — overtime, backup care, home modifications, supplies, and the family coordinator's time — is double that. Most families find out the hard way. We built a free worksheet so you don't have to. Five sections. Live calculations. Side-by-side comparison. Printable.

Concept 4: "15 Hours a Week" (Video / animated — 15 sec)

Format: 15-second video or animated slides (Canva animation) Audience: Ad Set 1, Ad Set 2 Storyboard:

• Frame 1 (0–3s): Text appearing: "How much time do you spend coordinating your parent's care?"
• Frame 2 (3–6s): Tasks popping up: "Scheduling aides" / "Calling the doctor back" / "Updating your brother" / "Insurance paperwork" / "Pharmacy refills" / "Riding to appointments"
• Frame 3 (6–10s): Counter ticking up: "5 hrs… 10 hrs… 15 hrs… 20 hrs/week." Text: "What's that worth?"
• Frame 4 (10–15s): "Free Cost Comparison Worksheet — the numbers nobody counts." Averyn logo. CTA. CTA button: "Run the real numbers" Primary text: The biggest cost of keeping a loved one at home isn't the aide. It's the 15–20 hours a week you spend coordinating everything — scheduling, calls, updates, paperwork. That time has a real dollar value. Our free worksheet puts all the costs on paper: paid care, hidden expenses, your time, and the facility alternative. Side-by-side. Printable.

Concept 5: "For the Spouse Doing Everything" (Instagram Story — secondary audience)

Format: Instagram Story (9:16 vertical) — 3 frames, tap-through Audience: Ad Set 2 (spousal caregiver) Frame 1: "You don't call yourself a caregiver. But you're managing everything." Frame 2: "Aides. Appointments. Medications. Insurance. And nobody's counting your hours." Frame 3: "See the real cost of staying home. Free worksheet." [CTA link] CTA button: "Get the free worksheet" Primary text: You're managing your spouse's care at home — aides, appointments, medications, insurance — and spending more hours on coordination than you realize. Nobody counts that time. This free worksheet does. Five sections. Real numbers. A side-by-side comparison with facility care so you can plan with open eyes.

Design Notes for Canva

• Brand colors: Gold accent (#D9B247), dark text (#0F172A), warm white backgrounds
• Font: Inter (or similar clean sans-serif)
• Logo: Use averyn-icon-light-120x120.png — small, bottom corner
• Tone: Warm, practical, financially literate — not clinical, not alarmist. The vibe is "a trusted friend who's good with spreadsheets." Respectful of the weight of the decision. Never pity. Never fear-mongering. Never "act now."
• Imagery do's: Kitchen tables, laptops with spreadsheets, notebooks with handwritten numbers, domestic settings with financial documents. A pen on paper. A calculator. A couple reviewing numbers together. Real-feeling, warm light.
• Imagery don'ts: Medical imagery (stethoscopes, hospital beds, scrubs). Stock photos of sad elderly people. Dollar signs in alarming red. Clinical or institutional settings. Anything that looks like a financial services ad.
• CTA button style: Gold background (#D9B247), dark text, rounded corners — match the site button style
• Required disclaimer (small text at bottom of every ad): "Averyn Care provides non-clinical administrative coordination. Not medical advice."