Case Study: Driving Qualified Leads for a New Apartment Complex with Google Ads
The Challenge
A brand-new apartment complex was set to open and needed to build a list of qualified leads through Google Ads. Their goal was to appear in search results for anyone looking for apartment rentals within a 20-mile radius. While they had set up initial campaigns, they lacked optimization, leaving opportunities for improved targeting and performance.
Our Strategy
Audience Research & Competitive Analysis
We started by analyzing how potential tenants searched for apartments in the area. Working closely with the client, we built an ideal tenant profile and researched how competitors positioned themselves in their ads. This gave us valuable insights into the key selling points that would differentiate our client’s apartments.
Keyword Optimization & High-Impact Ad Copy
Armed with data, we curated a targeted keyword list aligned with search intent and crafted compelling ad copy that directly addressed renters’ needs. The result? A click-through rate (CTR) three times higher than the industry average.
Advanced Geotargeting
Beyond the standard 20-mile targeting radius, we implemented exclusions to filter out unqualified leads from non-relevant locations, ensuring every dollar spent reached the right audience.
Data-Driven Optimization
Bid Adjustments by Day of the Week
After analyzing campaign data, we found that lead costs fluctuated significantly depending on the day. Leads on Mondays cost half as much as those on Thursdays and Fridays. Using Google’s bid adjustments, we strategically increased bids on high-converting days and lowered them on less effective days, maximizing efficiency.
Demographic Targeting for Higher Conversions
We discovered that women under 55 were far more likely to convert than men or older demographics. By reallocating ad spend accordingly, we increased conversions while lowering costs.
The Results
Our strategic approach delivered outstanding results:
70% reduction in cost per lead
50% decrease in cost per click
25% increase in conversion rate
With a full list of potential tenants secured ahead of their grand opening, our client not only filled vacancies but also gained valuable insights into their ideal renters for future marketing efforts.
Let’s Achieve These Results for You
Are you ready to scale your business with high-impact PPC campaigns? Schedule a free strategy call today!