Data Beyond Clicks: Paid Media Best Practices That Drive Qualified Leads

In this episode of The Move In, Larry Williams talks with Jeff Steblea, VP of Growth Solutions at Unlock Health, about how senior living marketers can get more from paid media by focusing on what actually drives results. Jeff breaks down why success starts with clear goals, not vanity metrics, and why cost per lead, landing page strategy, negative keywords, and strong follow-up systems are essential to turning paid search into real growth. They also explore how paid and organic search can work together, and why paid search may become even more valuable in an AI-driven landscape. If you want to improve lead quality, prove ROI, and make smarter paid media decisions, this episode is for you. https://www.linkedin.com/in/jeffsteblea/ https://unlockhealth.com/