Problem: A chaotic account structure for similar apartment communities within the same city meant Richdale Apartments’ ads were cannibalizing attention and budget. This, mixed with under-utilization of platform features, weak keyword research, and irrelevant ad text was resulting in wasted ad spend.

Solution: My goal was to improve our quality score, which meant optimizing every aspect of ad creations from keyword research to building relevant landing pages. An improved quality score would eventually lead us to spend less and drive more results. I conducted research with limited resources, wrote relevant ads, utilized all available features on Google Ads, and worked with developers to create landing pages with clear calls to action.

Results: Our quality score improved from being 2-3 to 6-8, click-through-rate was 49% better than the industry average and cost-per-acquisition was down by 30%

Creative: I created ad copy that was conversational, yet delivered relevant information quickly and matched users’ search queries. The copy highlighted apartment and community features most people were looking for while ensuring I kept individual preferences and needs in mind.