Did you know that more than 72% of the budget for companies is now only for marketing strategies? This is especially true in rental markets where the main difference between high vacancy rates comes down to how effectively a property manager can reach and convert qualified renters?
Long gone are the days of using marketing methods such as signage and newspaper ads to get potential leads. Now brands need to use modern marketing methods to attract potential renters consistently. While listing platforms still work, they are slowly becoming obsolete due to how much competition there is on every popular listing website.
But worry not, this is where Google Ads come into play. With over 8.5 billion daily searches happening on Google, it’s no surprise that potential tenants use Google’s search engine to find their ideal apartment.
With Google Ads, you are able to put your properties directly in front of potential renters while also skipping the SEO line.
But Google Ad success doesn’t just happen out of the blue one day. You need to have a strategy and a plan if you want to get the best bang for your buck.
This article aims to show you 18 Google Ads strategies, from simple to advanced, that will help your rental company thrive and get the renters it deserves.
Trying to improve your Google Ads strategies but don’t know where to start? Let us help.
Our Top Google Ads Strategies for Apartment Owners
This list is in no particular order. You should implement and test all of these Google Ads strategies to find out which one works best for your business.
1. Location Targeting to Focus on Nearby Renters
Most renters will prioritize a certain radius of their desired location. This could change based on where they work, what school is nearby, or family matters. Instead of wasting ad budget on a broad geographic approach like targeting the entire United States, you can narrow it down.
For example, if the apartment you’re trying to rent is in Houston, then you shouldn’t be showing ads to people in Dallas since most won’t want to move that far away.
You can set a radius of 10 miles from your property so your ads only reach people who might be interested in a property in your neighborhood.
Think of it like local SEO but this time you can heavily target searches in a radius near your properties.
Here’s an advanced Google Ads tip for you: Layer location targeting with income demographics to make sure you show your ads to people who can afford your prices.
2. Optimize for Mobile Searches
More than 60% of searches are made on mobile devices. This makes mobile search optimization a must for any brand wanting to reach the right people. Even the most amazing ads won’t convert if the landing page loads slowly or looks bad on mobile devices.
We recommend using a mobile-first approach to your landing pages, if possible, and utilizing click-to-call buttons so potential renters can call you directly.
Remember to use high-quality images and videos on your landing page too. You want your properties to look as good as possible when potential renters click on your ads.
3. Take Advantage of Keyword Variations
Keywords are the foundation of Google Ads. Make sure to use variations that target locations or things that your property website offers.
For example, instead of only using “Studio apartment with parking,” you can say “Studio apartment with parking in Dallas.” By using variation in your keywords, not only are you targeting very specific searches, but you’re generally saving money by using keywords that aren’t as competitive.
Make sure you use Google’s Keyword Planner to find the search terms renters use and make your own variations from there. This will save you time and effort overall.
4. Create Separate Campaigns for Each Property
Don’t settle for one campaign for all your properties. This is a lazy approach that leads to less interested customers overall. Instead, create a Google Ads campaign for each property you plan on renting.
This is even more important if you are renting different properties, each with completely different price points and features.
While it might seem easier to do one campaign and call it a day, it will only confuse potential renters when they click on the ad and find themselves looking at a completely different property.
5. Highlight Amenities in Ad Copy
Renters can make a decision based on more than just the price and location of the property. Amenities like a gym, pool, rooftop lounges, and pet-friendly policies are also major selling points for a lot of people.
Instead of using generic copy like “spacious apartment in Dallas,” you can add copy that differentiates it from other apartments in the same area:
- Luxury Dallas apartments with a rooftop pool and skyline views.
- Pet-friendly apartments near downtown with gated parking.
Specific details about your apartments can help build desire in prospects who have just started looking for a new place to live.
6. Leverage Responsive Search Ads for Flexibility
Google’s Responsive Search Ads (RSAs) let you add multiple headlines and descriptions. This then lets Google test combinations to find the best-performing version available. Make sure to utilize this as much as possible since it saves you testing time and lets you use the best option every time.
Manually A/B testing is a thing of the past with this feature.
7. Use Call Extensions for Direct Inquiries
There are times when potential customers don’t want to deal with forms or want to wait for a call days later. Sometimes they want to speak directly with you. By adding a call extension, you let renters call your leasing office straight from the ad. This is especially effective for urgent movers who need answers quickly.
Make sure all of those calls are routed to a live leasing agent during business hours, or it could cost you a potential lead.
8. Run Remarketing Campaigns for Interested Renters
Not every potential renter applies or commits on their first visit. Sometimes they need a bit of a nudge to completely convince them. In fact, it often takes multiple touchpoints before someone schedules a tour.
Remarketing campaigns re-engage renters who viewed your property’s landing page, clicked your ad, or even watched your video tour.
By following potential customers and re-engaging, you stay top of mind and encourage them to return when they want to take the next step.
9.Utilize Smart Bidding for Better Budgeting
Google’s Smart Bidding uses machine learning to optimize your bids in real time. Instead of having to adjust your bid manually like before, you can choose specific goals, such as:
- Maximize conversions (ideal if you want to generate more leads).
- Target CPA (to keep acquisition costs predictable and consistent)
- Target ROAS (generally seen as the best for long-term profits)
For apartments, Target CPA is the best option since it makes sure that you’re always paying a set amount per qualified lead. This certifies that you never go over budget regardless of what happens.
10. Showcase Virtual Tours in Display Ads
Virtual tours aren’t a luxury anymore; most renters expect a virtual tour of sorts when looking for a new apartment to live in. By embedding a 3D virtual tour into your ads, you let potential renters “see” your property before committing to an in-person visit. This saves you time when it comes to tours.
Most multifamily property managers don’t take advantage of this and end up losing potential renters as a result
This Google Ads strategy works especially well for prospects who are not close enough to go on a tour physically and can only check apartments virtually.
11. Segment Campaigns by Unit Type
A renter looking for a studio has different needs and budget compared to a family looking for a three-bedroom apartment. By segmenting your campaigns by unit type, you allow yourself to tailor your messaging.
For example:
- For a studio ad copy, you could go for something like this: “Affordable studio apartments near downtown, starting at $1,000 per month.”
- For a three-bedroom apartment copy, you could do something like this: Spacious three-bedroom apartments close to a school are perfect for small families.
Personalized ads with unique copy will always have higher conversion rates than generic and general copy.
Don’t know how to set up your Google Ads effectively? We can help.
12. Use Seasonal Ad Messaging
Rental demand is never consistent. It goes up and down depending on the overall needs of the population. That being said, summer usually sees the highest activity. Make sure to take advantage of this by changing your copy accordingly.
You could add seasonal words to help drive home the importance of not missing out on apartments due to limited availability.
Something like this for summer works great: “Limited availability; tour today before all the apartments are gone!”
While copy like this for winter can provide you with better results: “Move in today and get one month of free rent.”
Seasonal promotions can give your ads a sense of urgency, which in turn might increase conversions.
13. Add Location Extensions with Maps
Make it as easy as possible for potential renters to know where you’re located by adding location extensions to your ads. This lets you show your property address, distance from the user, and directions via Google Maps.
This is vital for commuters or students who want to quickly know if the apartment they are looking at is close to the areas they need to be in daily.
14. Invest in Local Service Ads for Brand Visibility
Google’s Local Service Ads (LSAs) give your property prime placement at the top of search results. These ads are different from normal ones since they provide trust indicators such as verification badges, which in turn help build credibility.
For the biggest multi-property management companies, LSAs are the perfect way to increase brand recognition while driving good results.
Remember that renters will always doubt ads they see, so adding ways for them to trust you quicker is ideal.
15. A/B Test Landing Pages for Conversions
While we talked about Google’s solution to A/B testing before, landing page A/B testing is all in your hands to test.
Your ads can be amazing, but if the landing page is lackluster, then it won’t matter. A/B testing your landing pages lets you find out what truly drives leads and what drives them away.
Changing your headlines, CTAs, photos, and videos can all increase or decrease your conversion rate.
But remember, when A/B testing, you want to test ONE thing at a time. If you test multiple things at the same time, then you won’t know what increased conversions and what didn’t.
It will take some time to find the most optimized landing page possible, but it will be worth the time and effort.
16. Track Conversions with Google Analytics
How are you supposed to know what is working and what isn’t if you aren’t tracking any sort of metrics? Make sure you integrate Google Analytics so you can easily track how your Google Ads strategy is doing.
With Google Analytics, you can find out several things, such as which keywords generate the most inquiries, which ads drive the most completed applications, and how much each lead is costing you overall.
With all of this information, you can make better Google Ads decisions to invest more in what is working best.
17. Use Negative Keywords to Save Budget
One of the biggest mistakes we see property managers make on a daily basis is paying for irrelevant clicks that lead to nothing. Adding negative keywords ensures that you’re not showing up for keywords that have nothing to do with your property.
For example, if your apartment website is optimized for affordable properties, then cutting out “luxury apartments” is a good idea.
Make sure you take your time when it comes to negative keywords since you can lose a lot of your budget just on irrelevant keywords if you’re not careful.
18. Monitor Campaigns Every Week
Google Ads are not a set-it-and-forget-it type of strategy. While you can definitely do that, you’re wasting your budget and ultimately your effort by doing so. Instead, you should monitor and tweak your campaigns every week so you can improve and change based on what is happening currently.
The rental market is always changing, so your ads should be changed as well.
Get a Custom Google Ads Strategy that Converts With Blacksmith
After going through this list of Google Ads strategies for apartment owners, you might have noticed that applying all of these and setting them up takes a lot of time. The reality of using Google Ads is that it takes constant maintenance and setup to properly take advantage of your total ad budget.
This is also time you could be investing in other areas of your business. So what now?
That’s where we come in. Here at Blacksmith, we are Google Ads experts with dozens of different ad campaigns under our belts.
As a Digital Marketing Agency, we have a group of seasoned digital marketers ready to create the perfect Google Ads strategy for your business. From applying all the strategies in this article to adding unique strategies tailored to your business, we will make sure that by the end, your Google Ads strategy is as good as it has ever been.
Still unsure if investing in a Google Ad strategy service is a good idea? Don’t worry, click here to schedule a call with us so we can audit your website and business. This way we can show you where and how you’re losing potential leads both in your ads and landing pages, and how we can help you fix it.
