How Dynamic Creative Drives Engagement with Pandel Ludwig
Description
In this insightful episode recorded at the SMASH conference, Pandel Ludwig, Director of Marketing at American Senior Communities, takes a deep dive into the evolving world of dynamic creative optimization.
Pandel shares how her team is leveraging data, AI, and ever-changing ad formats to connect with audiences more meaningfully, from PPC and Google Gen Ads to Meta campaigns that adapt on the fly. She reveals why one-size-fits-all creative is no longer enough, how dynamic text and multiple ad variations can boost engagement, and why listening to call data offers unexpected marketing insights.
The conversation also explores the human side of marketing in senior living: the power of storytelling through resident testimonials, the importance of community connection, and how digital campaigns ultimately drive in-person tours and move-ins.
Key Topics:
What dynamic creative optimization really means in senior living marketing
How to build a “toolbox” of ads that adapt to audience intent
Using AI for faster creative production and testing
Leveraging call tracking data to improve ad performance
Why resident stories and testimonials outperform traditional ads
United States
