Get 6 AI-driven Google PPC tactics for multifamily

It’s no secret that AI is reshaping how marketers approach pay-per-click (PPC) advertising.

And while AI has been revolutionizing PPC campaigns for years, Google’s latest AI advancements are making PPC ads more impactful than ever.

We dove deeper in an OutREACH webcast, our ongoing series for apartment marketers. Kudos to search marketing specialists Madeleine Bittancourt and Trevor Jensen for their powerful insights.

Keep reading to get six AI-driven Google PPC tactics for multifamily. If Google Ads are part of your marketing strategy — or you’re wanting to try them — this article is for you!

Your quick PPC intro

Are you new to PPC advertising? Let’s do a quick breakdown.

The short definition is you pay for every click your ad receives, and the amount you pay depends on certain factors. A common multifamily PPC strategy is to pay for clicks that drive renters to your website.

PPC is also highly targeted, making it easier to reach your ideal audience. And people who click on PPC ads tend to be more high-intent leads.

Tactic #1: Performance Max

Onto the AI-driven PPC tactics! First we’ll look at Performance Max campaigns, which might be the most well-known among apartment marketers.

If you’re unfamiliar, Performance Max is a goal-based campaign type that uses AI to drive more conversions.

Google takes your conversion goals and budget, then uses AI to find the right prospects, show the most relevant ad and place the optimal bid.

AI is optimizing bidding, targeting, creative and more in real time. That means your ads are showing at the right time, to the right renters, which improves your chances of getting conversions.

Another advantage is you can access your entire Google Ads inventory from a single campaign. That campaign reaches renters searching from various devices, across all Google’s channels.

The bottom line: Performance Max uses AI to optimize ads and drive better results. It’s a fantastic way to reach and convert more rent-ready leads.

Tactic #2: Performance Planner

Next up for AI strategies (in the PPC world) is Google’s Performance Planner. In short, it’s a budget-planning tool that uses AI to estimate results.

Performance Planner creates a simulated environment using real ad data. That simulation forecasts how a proposed budget might perform.

To make the budget suggestion as accurate as possible, machine learning factors in variables like seasonality, time of day, market competition and user behavior. Performance data is then analyzed across a range of timeframes.

In the end, Performance Planner shows you the most effective bids, along with your chances of hitting KPIs. It does this through a combination of simulation, machine learning and validation.

The bottom line: Want to know when increasing a property’s budget could lead to improved performance? That’s what Performance Planner is for. It gives you quick, data-backed budget recommendations.

(By the way, we’ve got a PPC budget recommendation tool in Marketing IQ Genius, also powered by machine learning.)

Tactic #3: Asset reporting

Often called the Asset Report or Asset Performance Report, Google provides AI-driven reports that help marketers make informed decisions. These give you real-time insight into how individual PPC elements are performing.

Think of it this way: While Performance Planner provides forecasts, the Asset Report shows you what’s actually happening. This makes it easier to recognize patterns and adapt your PPC strategy accordingly.

You can review the performance of images, links, headlines and more, then do things like test new copy and visuals to better connect with prospective renters.

And while Google provides qualitative labels for assets, based on performance metrics, it ultimately gives you neutral, data-driven insights. This puts the interpretation and action in your hands. It’s a good reminder that AI supports marketers by testing and optimizing, but it doesn’t make strategic decisions (more on this later).

The bottom line: Asset reporting gives a clear picture of your PPC campaigns — in real time — helping you quickly see where adjustments may be needed.  

Tactic #4: Optimizing with conversion values

Have you ever established conversion values? If so, did you know AI can use that information to optimize your ads? Google made sure of it. There’s a smart feature in Google Ads that works in the background of your PPC campaigns.

If this is new to you, not to worry. The first step is establishing which actions hold the most conversion value for your business. As an example, think about renters who create an account for your online portal. You may notice these renters often apply for a unit. So, creating an account is an action with high conversion value.

Next, you (or experts managing your PPC campaigns) tell Google Ads which high-conversion actions you’ve established, then it uses AI to optimize outcomes.

AI analyzes the behaviors, assets and search terms associated with conversions for your defined action, then it replicates that path to target more of the right renters.

The bottom line: By figuring out conversion values, you can better focus your PPC campaigns. Once AI is in the loop, it can recreate what’s working to convert renters.

Tactic #5: Attribution modeling  

If you’re a PPC pro, you might be familiar with lead attribution modeling. It’s the process of assigning credits to touchpoints that drive a conversion.

Google Ads brought AI into the process, specifically with their data-driven attribution (DDA) model. It uses AI to analyze your conversion data, then calculates the contribution of each renter interaction.

DDA relies on two things: path data and survival analysis.

• Path data is collected from the entire prospect journey, comparing renters who converted to those who didn’t. This data helps identify which ad combinations, keywords and interactions helped or hindered success.
• Survival analysis breaks renters into test and control groups, then analyzes the differences in behavior. AI tracks timing, asset exposure and outcomes to calculate the probability of a conversion.

The bottom line: Attribution modeling helps you understand how your PPC efforts contribute to conversions. This translates to smarter bidding and more strategic ads.

Tactic #6: Targeting & timing

When it comes to targeting audiences and timing your PPC ads, AI can do some of the heavy lifting, thanks to Google’s latest functionality.

Once audience segments are set up in Google Ads (by you or PPC experts you’re working with), AI monitors online behavior to find the renters you’re targeting.

As for timing your ads, Google helps by automating the bidding process. AI ensures your ads are placed into auctions with the highest probability of success. This helps increase exposure and clicks, leading to more conversions.

The bottom line: Targeting the right audience, and strategically timing your PPC ads, is made easier with AI. It lessens the manual work and boosts the effectiveness of your campaigns.

AI can’t replace real marketers  

Ok, there’s no doubt that AI is becoming more sophisticated in the PPC space. But you’re probably noticing a trend … the tactics above aren’t possible without someone in the driver’s seat.

To run effective PPC campaigns, you need real oversight to validate information, evaluate results and make adjustments. Marketers are still in charge of shaping campaign success. AI is just a tool designed to help you.  

That said, we recognize apartment marketers can’t always do everything themselves. Leading strong PPC campaigns takes time, dedication and a thorough understanding of evolving trends and data.

If that rings true for you, you’re not alone. Lots of brands prefer working with an experienced marketing agency that specializes in PPC advertising. (Naturally, we think our experts at REACH are second to none, and our clients do too.)

Check out what’s possible with REACH PPC.

Join our upcoming webcasts

If you liked these Google PPC tactics for multifamily, be sure to join our upcoming OutREACH webcasts. We’re always covering new, trending topics relevant to apartment marketers.

You likely receive monthly email invites if you’re using Site Manager for your website. You can also view past recordings in the Site Manager Help Center.

Not getting emails? Keep an eye on our social media channels and sign up there. Or ask your REACH specialist when the next webcast is.