How SwiftPropel built a Google Ads rental-enquiry system from scratch, generating 5,000 clicks, 46 tracked form-completion confirmations, and 288 booking-intent actions in 135 days

Building a Google Ads Rental-Enquiry System for an Urban Apartment Property

SwiftPropel was engaged as a white-label Google Ads partner to build a rental-enquiry acquisition system from scratch for an urban multifamily apartment property.

The objective was to generate measurable rental enquiries across available unit types, including:

• Studio apartments
• One-bedroom apartments
• Two-bedroom apartments
• Larger unit options

The account was structured to capture renters at different stages of the decision process: people actively searching for apartments, comparing competitor properties, reviewing unit layouts, and returning to the website before contacting the leasing team.

SwiftPropel managed the account from February 4 to June 18, 2025.

The Challenge

The property needed a paid-media system that could create demand without relying on one broad “apartments for rent” campaign.

Prospective renters were searching in different ways:

• “Studio apartment”
• “One-bedroom apartment”
• “Two-bedroom apartment”
• “Apartments for rent”
• Competitor property names
• Location-based apartment searches
• Rental amenities and unit-specific searches

The challenge was to match those searches with the right ad message, campaign structure, and website path.

There was also a measurement constraint.

SwiftPropel did not have direct access to the property website, CRM, leasing platform, booked tours, rental applications, approved applications, signed leases, or occupancy data.

The website used a WordPress form, and form completions were tracked through a Thank You Page conversion setup. This made it possible to measure paid-media-attributed form-completion confirmation events, but it did not provide downstream lead-quality or lease attribution.

The Objective

Build a Google Ads demand-capture system that could:

• Generate rental-enquiry activity
• Support studio, one-bedroom, two-bedroom, and larger-unit demand
• Capture high-intent apartment searches
• Reach renters comparing competing properties
• Re-engage previous website visitors
• Drive renters to floorplans, availability, contact, booking, and phone paths
• Track WordPress form-completion confirmation events
• Maintain efficient traffic acquisition across Search, Display, and remarketing activity

Campaign Architecture

SwiftPropel built and managed a multi-layer Google Ads account that included:

• Generic apartment and rental-intent Search campaigns
• Studio, one-bedroom, and two-bedroom Search segments
• Larger-unit and three-bedroom interest paths
• Competitor-targeting campaigns
• Interest-based Display prospecting
• Website-visitor remarketing
• Search campaigns for high-intent renter demand
• Display campaigns for awareness and consideration
• Phone and contact-response tracking
• Unit-specific landing-page and floorplan-path support

This structure created more control over keyword relevance, ad messaging, budget allocation, and conversion-path visibility.

A renter searching for a two-bedroom apartment did not need the same message or landing-page route as someone researching studios, comparing a competitor building, or returning to review a floorplan.

Strategy

1. Segment campaigns by unit type and renter intent

The account was not built around one generic apartment audience.

Campaigns were structured to capture:

• Studio rental demand
• One-bedroom apartment demand
• Two-bedroom apartment demand
• Larger-unit interest
• Generic “apartments for rent” demand
• Competitor comparison searches
• Returning website visitors
• Interest-based audience demand

This gave SwiftPropel more control over search terms, budgets, bids, and ad relevance.

2. Match traffic to decision-stage content

Apartment renters do not all convert on the first visit.

Some want to review floorplans. Some want to compare unit types. Others want building information, amenities, location details, or contact options before submitting an enquiry.

The campaigns supported this decision process by directing traffic toward relevant content paths, including:

• Floorplans
• Building information
• Gallery and interiors
• Location content
• Contact pages
• Unit-specific enquiry paths
• Booking and phone actions

3. Build demand beyond active Search

Search campaigns captured renters already looking for apartments.

Display and interest-based targeting helped reach renters earlier in the consideration cycle. Competitor campaigns targeted renters comparing alternative apartment options. Remarketing campaigns brought prior visitors back after they had explored the property website.

This created multiple paths into the enquiry funnel rather than relying only on last-click Search activity.

4. Track form completions and renter-intent actions

The WordPress form flow was configured with Thank You Page conversion tracking.

That gave the account a measurable form-completion confirmation event for paid traffic.

SwiftPropel also tracked other renter-intent actions separately, including:

• Book a Tour clicks
• Contact clicks
• Phone-number clicks
• Email clicks
• Unit-specific interactions
• Floorplan and unit-detail interest
• Registration and information-request actions

This prevented soft website actions from being presented as verified leads.

5. Optimize the account continuously

Ongoing management included:

• Search-term analysis
• Negative keyword refinement
• Keyword expansion
• Unit-type keyword testing
• Competitor analysis
• Bid-strategy review
• Ad-copy refinement
• Audience refinement
• Remarketing optimization
• Device-performance review
• Dayparting analysis
• Campaign and ad-group restructuring
• Budget reallocation toward stronger intent segments

The goal was not simply to increase impressions.

It was to improve the relevance of every paid interaction and create a clearer path from apartment search to rental enquiry.

Results

Campaign period: February 4 to June 18, 2025

Paid Traffic and Website Engagement Context

GA4 recorded 9,417 sessions during the same reporting period.

Sitewide traffic included:

• 1,456 Paid Search sessions
• 1,634 Display sessions
• 1,189 Paid Video sessions

The website’s floorplans page recorded 1,979 views and an average engagement time of 1 minute 41 seconds. Building, gallery, interiors, location, and contact pages also received meaningful traffic during the campaign period.

This supports the view that renters were not only clicking ads. They were researching the property, reviewing unit options, and moving through decision-stage content before reaching contact or booking paths.

What the Results Mean

With CA$2.05K in spend, SwiftPropel generated:

• More than 526,000 impressions
• More than 5,000 clicks
• CA$0.41 average CPC
• 46 tracked form-completion confirmation events
• 288 Book a Tour click actions
• 73 phone-number click actions
• 72 contact click actions
• 723 tracked unit-specific interactions across one-bedroom, two-bedroom, and larger-unit paths

The strongest insight was not the total action count.

It was that the campaign created measurable engagement across the actual renter journey: apartment search, floorplan review, unit comparison, contact, phone, and booking intent.

Measurement Note

Google Ads recorded 1,910 total tracked actions during the campaign period.

That figure is not reported as 1,910 leads.

The tracked action total included a mix of:

• Thank You Page form-completion confirmation events
• Book a Tour clicks
• Phone-number clicks
• Contact and email clicks
• Unit-specific clicks
• Registration actions
• Download actions
• Floorplan and information interactions

For reporting accuracy, SwiftPropel separates the funnel into:

• Tracked form-completion confirmations: 46
• Booking-intent clicks: 288
• Phone and direct-contact actions: 180
• Unit-specific interest actions: 723
• Other engagement actions: reported separately

Because SwiftPropel did not have CRM or leasing-system access, the case study does not claim:

• Qualified leads
• Completed tours
• Rental applications
• Signed leases
• Occupancy gains
• Revenue attribution

Key Lesson

Multifamily Google Ads campaigns perform better when they reflect how renters actually search.

A studio renter, a one-bedroom prospect, a two-bedroom household, and a renter comparing competitors are not the same audience.

They should not be pushed into the same generic campaign.

The account was built around distinct decision paths:

• Search by unit type
• Search by apartment need
• Compare competitor properties
• Review floorplans
• Explore building and location content
• Return through remarketing
• Submit an enquiry
• Book a tour
• Call or email the leasing team

The strategic advantage was not simply lower-cost traffic.

It was creating a more relevant path from rental demand to measurable enquiry intent.

Engagement Type

White-label Google Ads strategy, account buildout, Search campaigns, Display campaigns, competitor targeting, interest-based prospecting, remarketing, WordPress form-conversion tracking, keyword expansion, negative-keyword management, bid-strategy testing, campaign restructuring, and ongoing performance reporting.

Need a Google Ads system built around how renters actually search, compare, and enquire?

SwiftPropel builds paid demand-capture systems that connect renter intent, unit-type segmentation, campaign structure, conversion tracking, and measurable enquiry actions.

Vijay S

Vijay Sood is a seasoned digital marketer with a passion for driving online growth and innovation. With a robust background in developing and executing comprehensive digital strategies, Vijay excels in leveraging SEO, content marketing, and social media to boost brand visibility and engagement. His expertise lies in transforming data-driven insights into actionable marketing campaigns, helping businesses achieve their digital objectives.