Google Ads for multifamily communities that pay for themselves.
Search captures renters already looking in your submarket, so it produces the fastest tours and is almost always the first channel to fund. We run it portfolio-wide from a single Google Ads manager account (an MCC), so every community is visible from one login, measured in signed leases.
Three campaign types, one honest report
Own your name and your submarket
Brand campaigns kept separate so nothing else takes credit for your own community. Exact-match discipline as occupancy climbs; broad-match discovery during lease-up.
Volume without cannibalizing brand
Brand exclusions applied so PMax can't scoop your branded searches and flatter its own numbers. Conversion signals filtered to tours and applications.
Bring back the tour that didn't book
Audiences you own, built in your account. Concession pushed into the ad the day it changes, so a returning renter never sees last month's offer.
Impression share lost to budget vs. lost to rank
The one number that answers "should we add spend here." Search ads took 58% of eligible impressions across the demo portfolio; 11% was lost to budget and 14% to ad rank. More money fixes the first. Only better ads fix the second.
- Spend, leads, and cost per lead by community, daily
- Pacing against each property's monthly target
- Brand vs. non-brand split, so PMax is graded honestly
- Alerts when conversion tracking breaks
Three ways in. Pick the one that fits.
18% of managed spend, Monitor at $350 per property (Enterprise $300) with the dashboard included. Published, per property, month-to-month.
See pricing →Run 3–5 properties against your current vendor. Beat their cost per lease or the pilot is free. $1,500/mo+ ad spend.
Start the pilot →Thirty minutes, one community's ad account. We'll show you where spend is leaking and what we'd do in the first 30 days.
Book a 30-minute call →Questions about Google Ads for apartments
How much should an apartment community spend on Google Ads?+
It depends on the size of the community, the market, and whether it is in lease-up or stabilized. A lease-up carrying dozens of vacant units can justify several thousand dollars a month because every week of delay costs real rent, while a stabilized community holding 95% occupancy usually needs a much smaller budget aimed only at replacing natural turnover. The right way to set the number is to work backward from how many leases you need and what a lease currently costs you to acquire, not from a percentage of a marketing budget.
Will Performance Max cannibalize my brand searches?+
Left alone, yes. PMax will happily serve on searches for your community by name and report them as its own conversions, which makes it look far better than it is. We apply brand exclusions to every PMax campaign and keep brand search in its own campaign, so the number you see for PMax is the number it actually earned.
Do we keep the account if we leave?+
Yes. Every campaign is built inside a Google Ads account you own, under your billing, with your conversion history and audiences. If you leave, you remove our access and everything stays exactly where it is. There is no proprietary platform to migrate off.