Digital advertising is an essential tool for multifamily properties looking to attract and convert qualified renters. But how do you know if your ads are actually working? Evaluating return on investment (ROI) goes beyond clicks and impressions—it’s about measuring how effectively your ad spend translates into leases.
Before evaluating ROI, establish clear goals. Are you looking to generate more website visits, increase tour requests, or drive actual signed leases? Understanding your objectives ensures you track the right metrics.
Here are key performance indicators (KPIs) that help measure ad effectiveness:
Clicks and impressions are great, but they don’t tell the full story. If an ad generates thousands of clicks but no leases, it’s not delivering real value. Focus on leads that convert rather than just traffic volume.
Your digital marketing mix likely includes Google Ads, social media, ILS platforms, and retargeting. By comparing cost per lead and cost per lease across these channels, you can identify which platforms deliver the best results.
Many renters see your ad but take action later—maybe they call your leasing office instead of filling out a form. Call tracking and multi-touch attribution help connect those offline actions back to your ads, giving you a more accurate ROI picture.
Data should drive your decisions. If an ad is underperforming, adjust targeting, refine messaging, or shift budget to higher-performing campaigns. Small tweaks can lead to big improvements in efficiency.
At Effortless Ads, we take the guesswork out of digital advertising by automating campaign optimization. Our AI-driven platform ensures your ad spend is working efficiently, driving high-quality leads and measurable results—without the hassle.
Want to see how your campaigns are really performing? Let’s chat!