Ad Brief: Senior Concierge Services (Google Search)

Landing page: /lp/senior-concierge/ Topic page (SEO): /topics/concierge-services-for-seniors/ Supporting topic: /topics/managing-care-across-multiple-specialists/ Comparison page: /why-averyn/#compare Conversion action: Intro call booking (/start/) or Stripe deposit click

Topic Summary

A family member (typically an adult child, 40–65) is searching for "concierge services for seniors" or "elderly concierge services." They want someone to help with the logistics of an aging parent's care — but the search term is an umbrella that covers everything from errand services to concierge medicine. Most of the results they'll see are local errand-running services or concierge medical practices, neither of which solves the administrative coordination burden that's actually overwhelming them.

This is a solution-seeking, high-intent audience. They're not researching a concept — they're trying to find and hire a service. The LP should meet them at their search intent ("you're looking for concierge-level support for a senior") and quickly reframe the problem ("the issue isn't errands or PCP access — it's the coordination between all the providers, portals, and systems") before presenting Averyn as the answer.

No lead magnet. This audience has buying intent. The conversion action is a conversation (intake form) or a deposit to reserve a Record Vault start date. Gating behind a lead magnet would add friction to an audience that's ready to evaluate services.

Primary Offer: Averyn Record Vault ($999) → Navigation Plans

Every engagement starts with the Record Vault — a fixed-scope engagement where a navigator gathers, organizes, and delivers the family's records. From there, the family can add ongoing coordination support:

• Essentials ($59/mo) — basics
• Expanded ($249/mo) — most common fit for this ICP
• Dedicated ($799/mo) — high-touch
• Anchor ($2,999/mo) — daily coordination

ICP Segment

Primary: Overloaded Adult Child (40–65) Managing Multi-Provider Care

Who they are:

• Searching for a service to help coordinate a parent's care
• Parent sees 3+ providers (PCP + specialists), may be dealing with cancer treatment, cardiac issues, GI problems, or other complex conditions
• Already carrying the administrative burden: scheduling, referrals, portals, records, family updates
• Employed, high-income (willing to pay for relief), often remote or semi-remote from the parent
• May have explored or considered concierge medicine and found it insufficient for their needs

Where they are in the funnel:

• Solution-seeking. They're past problem awareness — they've searched for a service to hire. The LP should validate quickly and present the offer.

Conversion path: LP → intake form (/start/) or deposit click → intro call → Record Vault ($999) → Expanded/Dedicated as most common ongoing fit

Secondary: Self-Purchasing Individual (55–75)

Who they are:

• Cognitively intact adult searching for help with their own care logistics
• Frustrated by the administrative load of managing multiple providers
• May have been told about "concierge services" by friends or advisors
• Wants delegation without losing control

Platform: Google Ads (Search)

Why Google Search

• "Concierge services for seniors" is a high-intent service search — the person wants to find and evaluate a provider
• 880–590 monthly searches across the keyword cluster with Low competition and $1.62–$2.15 CPCs
• Meta is better for trigger-event interruption; Google is better for capturing active service seekers
• The topic page provides organic coverage; the LP captures paid traffic with a tighter conversion path

Campaign Structure

Campaign 1: Senior Concierge Services (Phrase Match + Broad Match)

Keywords:

Phrase match:

• "concierge services for seniors"
• "elderly concierge services"
• "senior care concierge"
• "elder care concierge"
• "elder concierge services"
• "senior concierge services"
• "concierge care for elderly"
• "concierge elder care services"

Broad match (with smart bidding + audience signals):

• senior concierge
• elderly concierge services
• concierge services aging parents
• senior care coordination service

Negative keywords:

• business
• franchise
• start a
• how to start
• jobs
• hiring
• salary
• career
• training
• certification
• living (filters senior living concierge)
• residence
• apartment
• facility
• nurse
• nursing
• medical school
• errand
• grocery
• cleaning
• housekeeping
• transportation (filters personal errand services)
• companion
• companionship
• pet
• travel

Location: United States Language: English Audience signals (Observation mode):

• In-market: Elder care services, Home health care services
• Demographics: Household income top 30%, Age 35-65 Budget: $30-50/day. Scale based on CPA after initial learning period. Bidding: Maximize conversions (switch to target CPA after 30+ conversions)

Campaign 2: Concierge Medicine Comparison (Phrase Match — smaller budget)

Keywords:

Phrase match:

• "concierge medicine for parents"
• "concierge doctor for elderly"
• "concierge medicine vs care coordination"
• "concierge medicine aging parents"

Broad match:

• concierge medicine elderly
• concierge doctor seniors

Negative keywords: Same as Campaign 1 + "near me" (Averyn is remote-first) Budget: $10-20/day (test budget — thinner volume expected) Bidding: Maximize conversions

Retargeting (Display/Discovery)

Custom Audiences:

• Website visitors: /topics/concierge-services-for-seniors/ or /topics/managing-care-across-multiple-specialists/ (last 30 days) who did NOT visit /start/
• Website visitors: /lp/senior-concierge/ (last 14 days) who did NOT visit /start/

Exclude: People who visited /start/ (already in funnel) Budget: $5-10/day Creative: Responsive display ads — "Still looking for concierge-level care coordination?" → LP

Ad Copy

RSA 1: Service-Seeker (Primary)

Headlines (15 options, Google selects best 3):

1. Concierge Care Coordination for Seniors
2. More Than Errands or Doctor Access
3. One Navigator. Every Provider.
4. Managing 5 Specialists? We Can Help
5. Coordination Across Your Full Care Team
6. Scheduling. Referrals. Portals. Done.
7. Private-Pay. Family-Directed.
8. Starts With Your Records. Goes From There.
9. $59–$799/mo Navigation Plans
10. No Narrowing Your Provider Choice
11. Not a Doctor. Not an Errand Service.
12. The Coordination Layer You're Missing
13. Concierge-Level Admin Support
14. From Record Vault to Ongoing Follow-Through
15. Stop Being the Unpaid Coordinator

Descriptions (4 options, Google selects best 2):

1. Averyn Care coordinates scheduling, referrals, portals, records, and family updates across every provider your family touches. Non-clinical. Family-directed. Start with a free 15-min call.
2. Your parent sees 5 specialists but no one coordinates between them. Averyn handles the administrative follow-through across all of them — so you don't have to be the project manager.
3. Looking for concierge services for a senior? We're not errands or a concierge doctor — we're the coordination between all the providers, portals, and systems your family manages.
4. Averyn Record Vault ($999): your navigator gathers every record, organizes them, and delivers a clear starting point. Then add ongoing coordination at $59–$799/mo. Start with a conversation.

Sitelink extensions:

• How It Works → /how-it-works/
• Plans & Pricing → /support-options/
• Concierge Services Compared → /topics/concierge-services-for-seniors/
• Start a Conversation → /start/

Callout extensions:

• Free 15-Min Intro Call
• Record Vault: $999 One-Time
• Non-Clinical Coordination
• Works With Your Existing Doctors

Structured snippet:

• Services: Record Vault, Referral Tracking, Portal Management, Family Updates, Scheduling, Benefits Follow-Up

RSA 2: Overwhelmed Caregiver Angle

Headlines:

1. Tired of Being the Care Coordinator?
2. Concierge-Level Support for Families
3. We Handle the Admin. You Handle Life.
4. Referrals Stalling? Portals Piling Up?
5. A Navigator for the Whole Care Team
6. Multi-Specialist Coordination
7. Records. Referrals. Follow-Through.
8. Plans Start at $59/Month
9. Your Navigator Stays on It
10. Not Errand-Running. Not Medical Advice.

Descriptions:

1. Family caregivers spend 23+ hrs/week on care logistics. Averyn takes on the scheduling, referral tracking, portal management, and family updates — across every provider in the picture.
2. Concierge medicine improves your PCP relationship. Averyn coordinates the admin across everyone else — specialists, home health, pharmacy, portals, and family. Both can work together.

Conversion Tracking

Google Ads conversion actions to configure:

1. Primary: intake_form_submit — fires on successful intake form submission
2. Secondary: cta_click — fires on any CTA link click on the LP
3. Offline: Stripe webhook → Google Ads offline conversion API (deposit completed)

Design Notes

• No lead magnet form on this LP — primary CTA is a link to /start/ (intake form) + Stripe deposit link
• The LP follows SB7 arc: Character (overwhelmed family) → Problem (multi-provider coordination gap) → Guide (empathy + authority) → Plan (Record Vault → Navigation) → Failure (what continues if you don't act) → Success (what life looks like after) → CTA
• Hero should name the search intent: "Looking for concierge-level support for your aging parent?"
• Quickly distinguish from errands and concierge medicine — the visitor needs to understand within 5 seconds that this is different
• Pricing should be visible but not the hero — soft link to /support-options/ in the body, pricing mentioned in the Guide/Plan section
• Same brand guidelines: warm, domestic, not clinical
• noindex: true (paid traffic LP, not for SEO)

Keyword Volume Reference (from Google Ads Keyword Planner, March 2026)

Estimated blended CPC: $1.70–$2.00 Estimated daily budget for test: $30–50/day Estimated monthly test spend: $900–$1,500 Addressable monthly search volume (excl. near me, business, living): ~2,990

Campaign Phasing

Phase 1: Test (Weeks 1–3)

• Launch Campaign 1 (senior concierge services) at $30/day
• Monitor CTR, CPC, and landing page engagement
• Assess search term reports for irrelevant queries; refine negatives
• Confirm conversion tracking fires correctly

Phase 2: Optimize (Weeks 4–6)

• Add/remove keywords based on search term report
• Launch Campaign 2 (concierge medicine comparison) at $10/day if search terms suggest interest
• Launch retargeting campaign
• Switch to target CPA bidding once 30+ conversions accumulated

Phase 3: Scale (Weeks 7+)

• Increase budget on winning keywords/campaigns
• Add topic page internal links to improve Quality Score
• Test ad copy variations
• Consider Meta campaign variant for interrupt-based targeting (different LP)