7 Display ads versus text ads for PPC advertising Another element of digital marketing that we analyzed was the use of text ads and banner ads. We wanted to determine the right mix of digital marketing tactics. To answer this question, we analyzed the results for click-through rates, conversion rates and the cost per conversion for text ads and banner ads, and the short answer is that senior living communities should include both in their digital marketing campaigns. Although click-through rates and conversion rates are much higher for text ads than banner ads, the cost per conversion is similar. The reason is that banner ads have a much lower cost per click than text ads, which brings down the cost per conversion. Both text ads and banner ads can be cost-effective tactics within a digital marketing campaign. Overall, we recommend that a much greater percentage of the digital budget be allocated to text ads (approximately 90% to 95%) while the remaining 5% to 10% should be spent on banner ads with a mix of AdWords and remarketing.