AgeWays: Boosting Outreach to Seniors and Caregivers Through Smarter Digital Campaigns

AgeWays provides vital programs and support to older adults and family caregivers across southeast Michigan. From Meals on Wheels to in-home care, their services are a trusted resource across six counties. Since 2013, Media Genesis has partnered with AgeWays (formerly the Area Agency on Aging 1-B) to redesign and and maintain their website, help with a rebrand and to strengthen their digital presence. In 2019, Media Genesis started marketing campaigns to elevate AgeWay’s digital marketing strategy—meeting users where they are and connecting them to help when it matters most. Recently in 2026 Media Genesis launched a new website redesign with AgeWays which won a Communicator Award, one of the largest and most respected competitions in the communications industry.

The Challenge

As AgeWays expanded its impact and underwent a full rebrand, they needed a digital strategy that could match their evolving identity and broaden awareness of their essential services. The goal was twofold: build recognition of the new brand while continuing to drive meaningful engagement with seniors and caregivers seeking support.

The Approach

Working as an extension of AgeWays’ team, Media Genesis developed and refined a comprehensive Google Ads strategy, spanning paid search, display, native, and video. Campaigns were built around core service areas such as transportation, in-home care, meals, and caregiver resources. High-priority topics like caregiver training and at-home support received extra focus.

To improve precision, we created audience groups tailored to seniors, caregivers, and community stakeholders—leveraging custom intent signals, behavioral data, and remarketing cohorts. Our targeting matured alongside platform updates, with a seamless migration to GA4 to enhance conversion tracking and audience insights. Regular updates to keywords, messaging, and creative content helped ensure campaigns stayed relevant and cost-effective.

The Outcome

The numbers tell a clear story:

• 9.2+ million impressions
• 134,000+ clicks
• 41,400 tracked conversions
• 14% average CTR on search campaigns—well above industry benchmarks
• $0.60 average cost per interaction on awareness campaigns

Through smart targeting and ongoing optimization, Media Genesis helped AgeWays stay top-of-mind and easy to find for those in need—without exceeding budgets.

Why It Matters

Digital outreach isn’t just about impressions or clicks—it’s about impact. This collaboration demonstrates how strategy, analytics, and thoughtful messaging can help nonprofit organizations deliver real support to real people. As AgeWays continues to grow, Media Genesis remains committed to helping them reach and serve their community with clarity and compassion.

Let’s Talk

Want to explore how digital strategy can elevate your mission? Let’s start a conversation.