For over two decades I've helped multifamily professionals harness paid advertising to generate high-quality leads and fill vacancies fast. In 2025 Google Ads remains one of the most effective tools for reaching renters actively searching for a new apartment, but like any powerful tool, it needs to be used correctly—or it can quickly burn through your budget without delivering results.

If you want to generate more apartment leads in 2025 (and make the most out of your advertising budget) avoid these 5 common Google Ads mistakes.

1. Focusing only on search ads: Search campaigns are essential, but relying solely on them can drive up costs without maximizing reach.

Solution: Explore formats like Display and Performance Max to target renters across YouTube, Gmail, Google Maps, and more.

2. Poor audience targeting: Casting too wide a net wastes your budget. For instance, targeting "real estate" might include homebuyers instead of renters.

Solution: Use custom audiences that combine multiple renter-specific criteria.
Pro tip: Leverage in-market audiences like "Apartments for Rent" for more qualified leads.

3. Neglecting negative keywords: Without negative keywords, your ads may show up for irrelevant searches, like "NYC apartment lottery," wasting your budget.

Solution: Regularly review your search terms report and exclude irrelevant queries.
Pro tip: Check local Fair Housing rules before adding terms like "Section 8" as negative keywords.

4. Padding results with brand searches: Counting conversions from searches for your community's name inflates results without driving new leads.

Solution: Exclude brand keywords, except in specific cases like lease-ups or finder fee markets, and track branded vs. non-branded conversions separately.

5. Unqualified campaign managers: Freelancers or outsourced teams without multifamily expertise may mismanage your campaigns.

Solution: Ensure your manager is experienced in apartment marketing and trained in Fair Housing compliance.

Maximize ROI with multifamily Google Ads expertise

Google Ads offers unmatched potential for apartment marketing—but only when set up and managed effectively. By diversifying ad types, refining targeting, and partnering with a qualified multifamily expert, you can drive more qualified leads while minimizing wasted spend.

What challenges have you faced with Google Ads? What's working for your community? I'd love to hear about your experiences!