Close the Loop on Google Ads: Introducing Further’s Google Offline Conversions for Senior Living

When families start looking for senior living, their journey almost always runs through Google — often more than once.

They search, click an ad, browse your site, maybe talk with your team, then come back to Google to compare options, read reviews, or look up directions before taking the next step.

Today, we’re introducing Further’s Google Offline Conversions integration — a new way to connect what happens after the click (tours, shows, move-ins) back to your Google Ads campaigns, so you can finally optimize for what matters most: occupied units, not just form fills.

What it is: real-world outcomes synced back into Google Ads

Further’s Google Offline Conversions integration connects what happens after a prospect clicks your Google ad — tours, shows, deposits, and move-ins — back into your Google Ads account.

Instead of only seeing front-end metrics like visits, clicks, and form fills, you can now send high-value, offline outcomes into Google as conversions. That means Google’s optimization engine can finally learn from the same metrics your business cares about: tours, shows, and move-ins — not just raw leads.

Instead of treating Google as “just another lead source,” this integration turns it into a closed‑loop performance channel that learns from your real outcomes.

Why this matters: make every Google dollar work harder

Senior living operators are investing more than ever in Google Ads — but most still struggle with the same core problem: you can see clicks and leads, but you can’t clearly see which ones turn into tours, deposits, and move-ins.

That gap creates three big challenges:

• You optimize without full visibility into lead quality.
  If Google only sees “lead form submitted” or “phone call started,” it will keep optimizing to generate more of those events — even if those events almost never lead to real outcomes like tours or move-ins.
• You can’t confidently defend your budget.
  Without a clear view of spend → tours → move-ins, it’s hard to prove which campaigns are actually driving occupancy and which are just driving inquiry volume.
• You miss the compounding value of Google’s AI.
  Google’s bidding algorithms are extremely powerful — but only if they’re trained on the right signals. Without downstream conversion data, they’re essentially guessing.

Further’s Google Offline Conversions integration closes that loop.

By sending high‑value offline outcomes (tours, shows, and move-ins) back into Google Ads as conversions, we help you:

• Tell Google exactly which clicks turned into the outcomes you care about
• Automatically steer budget toward the keywords, audiences, and campaigns that drive move-ins
• See clearer ROI from your largest digital channel — your Google presence and ads

How it works: from search to move-in, fully connected

1. A prospect clicks your Google ad: They search for senior living, see your ad, and click through. Google records that interaction as usual.
2. Further captures their journey: Whether they call, engage with our website chat, complete a form, or book a tour directly from your Google Business Profile, Further tracks that journey and the key milestones along the way.
3. Key outcomes are flagged as offline conversions: When a high‑value event happens — like a tour scheduled, tour shown, deposit, or move‑in — Further flags that as an offline conversion tied to the original Google ad interaction.
4. Conversions are synced back into Google Ads: Using Google’s approved offline conversion workflows, Further pushes those events back into your Google Ads account. They show up as conversions that you can report on, segment, and optimize against.
5. Google’s bidding gets smarter over time: With real outcome data flowing in, Google can prioritize the searches, audiences, geos, and creative that reliably generate tours and move-ins — not just low‑intent leads.

The result: less wasted spend, more tours, and better occupancy from the same or smaller budget.

If you’re already using Further to power your web, call, and sales experiences, this integration helps you get even more value from those touchpoints by making Google smarter with every interaction.

Getting started

Getting started is simple: just reach out to your Customer Success Manager or the Further Support team and let them know you’d like to enable Google Offline Conversions for your account.

From there, we’ll:

• Confirm the right conversion events to track for your organization
• Align with your Google Ads setup and targeting strategy
• Enable and validate the integration across your communities

Your teams will keep doing what they do best — supporting families and filling units — while we work to make every ad dollar more intelligent.

Closing the Loop: From Smarter Signals to Stronger Occupancy

Your Google presence is already one of your highest‑traffic, highest‑intent sources. With Google Offline Conversions, we’re now making it easier for you to see, measure, and optimize the full impact of prospect journeys.

More insight. Smarter spend. Stronger occupancy — powered by the most deeply integrated Google experience in senior living.

If you’re ready to turn your Google Ads into a true move‑in engine, we’re ready to help you get there.