Peak leasing season is here, and if you’re a property owner or manager, you know what that means: you need leads, and if you have occupancy issues, you need them fast. With high demand comes fierce competition, making an effective digital marketing strategy critical to staying ahead.
Two of the most powerful tools for driving rental prospects straight to your website are Google Ads and Meta Ads (which powers Facebook & Instagram). But which one delivers the best results when you need to effectively fill vacancies ASAP? Let’s break it down.
Google Ads: The Fast Track to High-Intent Leads
How It Works
Google Ads lets you bid on keywords that potential renters are actively searching for, such as:
“Apartments for rent in Atlanta”
“Luxury apartments near me”
“Pet-friendly apartments in SoDo”
So when someone searches for an apartment in your area, your ad can appear at the top of Google’s results—making it one of the most effective ways to capture leads right when they’re ready to move. Google also displays ads on YouTube and partner websites, extending your reach beyond just search.
Why Google Ads Drive Immediate Leads
- High Intent: Renters searching for apartments on Google are actively looking to move, making them more likely to convert into leads, tours, and leases.
- Precise Targeting: You can target based on location and search terms. However, while Google allows income-based targeting, real estate advertisers must be careful to comply with Fair Housing regulations.
- Pay-Per-Click (PPC) Model: You only pay when someone engages with your ad—either by clicking to visit your website or calling your leasing office—ensuring your budget is used effectively.
Challenges with Google Ads
- Higher Cost Per Click (CPC): Because leads from Google Ads are high intent, competition for ad space can be fierce, making CPCs more expensive in competitive markets. Using Performance Max (PMax) can help lower costs.
- Limited Branding Exposure: Google Ads are built for direct lead generation, not long-term brand awareness. Pro tip: To maximize your budget, exclude searches for your brand (property name) in campaigns, as your website and Google Business Profile will already appear organically.
Meta Ads: The Awareness & Engagement Machine
How It Works
Meta Ads (Facebook & Instagram) allow you to target potential renters based on:
- Behavior (engaging with apartment-related content)
- Retargeting (people who have already visited your website)
Unlike Google Ads, which capture renters actively searching for a new home, Meta Ads are more about planting the seed and getting your property in front of people who may not have started their apartment search yet.
Why Meta Ads Work for Leasing
- Great for Brand Awareness: Even if someone isn’t searching for an apartment today, stunning visuals of your property in their Instagram or Facebook feed can spark interest for the future.
- Lower CPC Than Google Ads: Meta Ads typically cost less per click, making them a cost-effective way to increase visibility.
- Dynamic Ads for Retargeting: If someone visits your website but doesn’t convert, Meta Ads can remind them about your property with dynamic retargeting campaigns.
Challenges with Meta Ads
Fair Housing Restrictions: Real estate advertisers must comply with Fair Housing laws, meaning:
- No targeting by age, gender, or zip code.
- Interest-based targeting is significantly limited.
- Ads can be disapproved if they include discriminatory language.
Lower Intent: Because Meta Ads interrupt users who aren’t actively searching, immediate conversions are lower than with Google Ads. However, retargeting helps bring renters back when they’re ready to make a move.
Which One Should You Choose for Peak Leasing Season?
If You Need Leads Fast: Google Ads Wins
- Captures renters who are actively searching and ready to move now.
- High conversion rates (even if CPC is higher).
- Delivers more qualified leads.
If You Want to Build Awareness & Stay Top of Mind: Meta Ads Work Well
- Great for longer-term branding.
- Lower cost per click = wider reach.
- Keeps your property visible to renters before they start their search.
- Excellent for retargeting visitors who have already expressed interest.
Best Strategy? Use Both.
- For immediate leads: Run Google Search Ads with leasing-focused keywords.
- For branding and retargeting: Use Meta Ads to stay top-of-mind.
- On a limited budget? Prioritize Google Ads for direct lead generation. If you have extra budget, invest in Meta Ads (and SEO!) to build long-term awareness and drive cheaper retargeting conversions.
Final Recommendation: The Leasing Season Game Plan
Google Ads: Focus on search campaigns targeting renters actively looking for apartments. If your budget is tight, start with PMax and remarketing campaigns—they often deliver lower-cost leads than standard search ads.
Meta Ads: Use high-quality images and videos to showcase your property. If you only have a small budget, limit Meta Ads to retargeting visitors who have already shown interest.
Optimize Your Website: Your ads can drive traffic, but if your site isn’t mobile-friendly, loads slowly, or has clunky contact forms, you’ll lose potential renters. Ensure your website is designed for conversions and read about how AI is changing apartment SEO.
By leveraging Google’s high-intent targeting and Meta’s brand-building power, you can maximize leasing success and keep your units full—no matter how competitive the market gets.
Need help setting up an ad campaign? Let’s chat! We can get you up and running quickly.
From the desk of Ellen Thompson, Co-founder and CEO of Respage >> Since its founding, Respage has helped over 10,000 communities attract, engage, and retain residents. Its platform assists properties in generating leads, automating leasing, and managing reputation and social media. Thompson is also the Founder of Results Repeat, a digital marketing agency that has helped hundreds of companies create a digital presence and use SEO and paid marketing to generate more business online.
