Establishing Predictable Lead Flow for a New Apartment Complex

The Challenge

A new apartment complex was preparing to open and needed to build a list of qualified leads ahead of launch. Their goal was to appear in search results for people actively looking for apartment rentals within a 20-mile radius.

They had already created initial Google Ads campaigns, but no meaningful optimization had been done, and there was limited confidence in whether the spend was reaching the right audience.

The Strategy

Understanding demand and intent

I started by researching how people in the area were actually searching for apartments and what language they were using. I worked with the client to clarify their ideal tenant profile, then analyzed how nearby apartment complexes were positioning themselves in search ads.

From there, I mapped the building’s features to real tenant benefits and ranked them based on relevance and intent. This informed both keyword selection and ad messaging, ensuring ads aligned closely with what prospective tenants cared about.
This structure led to a click-through rate nearly three times higher than the category average.

Targeting and Geo Controls

While the client’s initial goal was a 20-mile radius, I refined targeting further by excluding areas unlikely to produce qualified leads. This reduced wasted spend and improved overall efficiency early in the campaign.

Performance analysis and Optimization

After several weeks of data collection, I analyzed performance patterns to guide more deliberate budget decisions.

Day-of-week performance

Lead costs varied significantly by day. Mondays consistently generated leads at roughly half the cost of Thursdays and Fridays. I used bid adjustments to allocate more budget toward higher-performing days and pull back where efficiency dropped.

Demographic signals

Performance also varied by demographic group. Women converted at a higher rate than men, and users over 55 were significantly less likely to become leads. Bids were adjusted accordingly to prioritize the strongest segments.

The Outcome

The client built a qualified list of potential tenants in time for the grand opening and gained clear insight into who was responding to their ads and when demand was strongest.

More importantly, they were able to make informed decisions about spend instead of guessing.

Results

70% reduction in cost per lead
50% reduction in cost per click
25% increase in conversion rate

Key Results

Drop in Cost Per Lead

Drop in Cost Per Click

Increase in Conversion Rate

Client Testimonials

Fishell is extremly responsive, accurate and diligent! It was a big pleasure work with him. Will definitely recommend his services to anyone.

Andrei Altoros

Great working with Borja Zelada, their team was very knowledgeable of Facebook ads.

CameronLark

Fishell did a great job on a challenging project. Highly recommended.

MarcosTechstream Solutions

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