Google Ads Boost Occupancy
Full-Funnel Approach Taps Into Google Ads to Drive Apartment Community’s Occupancy to Pre-Covid Levels
Case Study
The Challenges
- Digital and search campaigns not reaching occupancy goals
- Occupancy decline a result of the pandemic
- Crafting and implementing a more diverse full-funnel strategy
The Solutions
- Identified multiple stages of the buying journey for conversions
- Tapped into a full-funnel approach across Google Ads to increase occupancy
- Assigned conversion value/cost to measure the efficacy from a ROAS perspective
Key Insights
Rental revenue is influenced by available inventory, so using the assigned conversion value/cost was the best way to measure the efficacy from a ROAS perspective. Identifying multiple stages of the buying journey, and the importance of intermediate conversions towards the final outcome, allowed various values to be assigned to high, mid, and low funnel conversion actions.
The Results
172% more impressions
137% more clicks
163% more leads
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