SwiftPropel was engaged as a white-label Google Ads partner to build and manage a full-funnel renter-acquisition campaign for an urban multifamily rental property.
The business objective was to generate rental enquiries.
The account was built from scratch and structured around a practical reality of apartment marketing:
Renters rarely move directly from one search to one form submission.
They search, compare properties, review floorplans, explore suite features, check the neighbourhood, revisit the website, and only then decide whether to contact a leasing team or book a tour.
SwiftPropel built the Google Ads account to support that full journey.
The Challenge
The property needed demand generation across multiple stages of renter consideration.
Some prospects were actively searching for apartments. Others were comparing local rental options, exploring floorplans, reviewing available suite features, or returning to the site after an earlier visit.
A Search-only campaign would have captured some active demand, but it would not have addressed renters still in the comparison stage.
A generic Display campaign would have created reach, but without a clear structure it could easily produce low-quality traffic and weak renter intent.
The challenge was to create one system where:
- Search captured active apartment demand
- Display expanded renter consideration
- Remarketing brought interested visitors back
- Competitor campaigns entered the comparison stage
- Unit-type and apartment-intent campaigns matched specific renter needs
- Contact, booking, phone, and form actions were tracked separately
The Strategic Premise
The account was built around one principle:
Search captures renters looking now. Display and remarketing help ensure the property remains visible while renters compare options.
That created a more complete acquisition system than treating Google Ads as a single-channel lead form.
SwiftPropel used each campaign type for a different job.
| Campaign Layer | Primary Role |
|---|---|
| Search | Capture active apartment and rental demand |
| Unit-type campaigns | Match renters with relevant apartment requirements |
| Competitor campaigns | Reach prospects comparing nearby alternatives |
| Display | Create broader property awareness and consideration |
| Remarketing | Re-engage renters who had already explored the website |
| Call ads | Give high-intent renters a direct phone-contact route |
Campaign Architecture
SwiftPropel built and managed a multi-layer account that included:
- High-intent Search campaigns
- Generic apartment and rental-demand campaigns
- One-bedroom and two-bedroom campaign segments
- Broader apartment-type campaign coverage
- Competitor-targeting campaigns
- Interest-based Display campaigns
- Website-visitor remarketing
- Neighbourhood-focused ad groups
- Call ads
- Floorplan, suite-feature, gallery, and contact-path campaign support
This structure allowed messaging, bids, landing pages, and budgets to be adapted according to renter intent.
A renter searching for apartments did not need the same experience as a prospect researching a competitor property, returning to a floorplan page, or comparing building features.
How SwiftPropel Built the Renter Journey
1. Capture high-intent rental searches
Search campaigns targeted renters already looking for apartments and rental options.
Campaign coverage included:
- Generic apartment rental searches
- Local apartment searches
- One-bedroom rental demand
- Two-bedroom rental demand
- Broader rental-apartment queries
- Competitor comparison searches
This gave the account a direct way to capture renters already showing high commercial intent.
2. Keep the property visible during comparison
Apartment decisions are rarely immediate.
Renters often visit multiple property websites, compare amenities, look at floorplans, review neighbourhood information, and return later.
Display and remarketing campaigns supported this consideration period.
Rather than judging Display only by last-click form submissions, SwiftPropel used it to keep the property visible while renters moved through the research stage.
3. Direct renters to decision-stage content
The campaign was designed to move paid traffic beyond the homepage and into the pages renters actually use to make an apartment decision.
That included:
- Floorplans
- Suite features
- Building features
- Galleries
- Contact pages
- Neighbourhood content
- Unit-specific pages
- Booking and phone-contact paths
The floorplan page became a key research destination, while suite features, galleries, building information, and contact content supported the broader evaluation process.
4. Re-engage interested prospects
Remarketing campaigns brought previous website visitors back after they had already explored the property.
This helped reintroduce the property to renters who had shown initial interest but had not yet entered a contact or booking path.
5. Optimize continuously
SwiftPropel managed the account through ongoing optimization work, including:
- Search-term analysis
- Negative keyword refinement
- Keyword expansion
- Competitor analysis
- Bid-strategy review
- Ad-copy refinement
- Device-performance evaluation
- Audience optimization
- Remarketing audience updates
- Dayparting review
- Budget reallocation
- Campaign and ad-group restructuring
The objective was not simply to generate more clicks.
It was to create more relevant renter engagement at every stage of the apartment decision journey.
Results
Campaign period: November 15, 2025 to February 24, 2026
| Metric | Result |
|---|---|
| Google Ads spend | CA$4.26K |
| Impressions | 112.27K |
| Clicks | 6.84K |
| Click-through rate | 6.09% |
| Average CPC | CA$0.62 |
| Primary tracked renter-intent actions | 1.9K |
| Register Now contact-path clicks | 1.8K |
| Tracked form-submission events | 21 |
| Book a Tour click-throughs | 28 |
| Phone-number click actions | 28 |
Channel Performance Context
The campaign was not dependent on one acquisition channel.
Display and Paid Search both played meaningful roles in the renter journey.
| Channel | Sessions | Engagement Rate | Role |
|---|---|---|---|
| Display | 3,243 | 63.12% | Consideration and renter discovery |
| Paid Search | 1,842 | 65.74% | High-intent apartment demand capture |
| Organic Search | 517 | 64.99% | Supporting non-paid discovery |
| Referral | 439 | 72.67% | Supporting property awareness |
The results show that Display was not simply creating impressions. It was driving meaningful website engagement alongside high-intent Paid Search traffic.
Renter Research Behavior
The campaign also supported meaningful engagement with decision-stage property content.
During the reporting period, renters engaged with:
- Floorplans
- Contact content
- Suite features
- Galleries
- Building features
- Neighbourhood information
- Unit-specific floorplan pages
- Virtual-tour content
The floorplan section recorded strong engagement, reinforcing that renters were actively evaluating apartment options rather than only browsing the homepage.
This matters because floorplan exploration is often the bridge between initial apartment interest and a contact, booking, or application decision.
What the Results Mean
With CA$4.26K in ad spend, SwiftPropel generated:
- More than 112,000 impressions
- More than 6,800 clicks
- A 6.09% click-through rate
- CA$0.62 average CPC
- More than 1,800 contact-path CTA clicks
- 21 tracked website form-submission events
- 28 booking-path click-throughs
- 28 phone-contact actions
- Sustained renter research across floorplans, suite features, galleries, and contact content
The campaign created a full-funnel renter-consideration engine rather than relying only on immediate form completion.
Measurement Note
Google Ads recorded approximately 4,040 total conversion actions during the campaign period.
That total is not reported as 4,040 leads.
It includes a mix of contact-path actions and secondary renter-research activity, such as:
- Register Now clicks
- Form-submission events
- Book a Tour clicks
- Phone-number clicks
- Floorplan interactions
- Contact-page views
- Suite-feature clicks
- Building-feature clicks
- Gallery activity
- Neighbourhood interactions
- Download actions
For reporting accuracy:
- Tracked form submissions are reported separately.
- Booking clicks are reported as booking intent, not completed appointments.
- Phone clicks are reported as phone intent, not confirmed calls.
- Register Now clicks are reported as contact-path CTA activity, not confirmed leads.
SwiftPropel did not have CRM or booking-platform access, so the campaign does not claim qualified leads, completed tours, applications, signed leases, revenue, or occupancy outcomes.
Key Lesson
Rental marketing should not be judged only by the last visible action.
Search captures renters who are ready to look today.
Display and remarketing support the period when renters are still comparing properties, reviewing suite options, and deciding whether a building belongs on their shortlist.
The strongest apartment campaigns connect those stages:
- Discovery
- Comparison
- Property research
- Floorplan evaluation
- Contact intent
- Booking intent
- Leasing follow-up
The strategic advantage was not simply lower-cost traffic.
It was building a paid-media system that kept the property relevant throughout the renter decision journey.
Engagement Type
White-label Google Ads strategy, account buildout, Search campaigns, Display campaigns, competitor targeting, remarketing, call ads, WordPress form-conversion tracking, unit-type campaign segmentation, keyword expansion, negative-keyword management, bid-strategy testing, audience optimization, campaign restructuring, and ongoing performance reporting.
Need a Google Ads system that does more than capture renters at the final click?
SwiftPropel builds paid acquisition systems that connect search demand, renter consideration, property research, and measurable enquiry intent into one structured growth engine.
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.
