Your ad spend is driving traffic. Not leases.

Most multifamily PPC management is built to optimize for clicks. PERQ optimizes for leases. That is a different strategy, a different fee structure, and a different outcome.

Clicks are not the goal. Leases are.

Most apartment PPC advertising is built to drive traffic, not to convert it. Vendors report on impressions and click-through rates while leadership asks about cost per lease. The reporting was never designed to connect ad spend to closed outcomes. And when agencies are compensated as a percentage of spend, the incentive is to grow the budget, not improve the results.

PERQ is built differently. Flat-fee management. Lease-level attribution. One system from click to close.

Flat-fee management aligned to performance

PERQ’s multifamily paid search management charges a flat fee, not a percentage of spend. That removes the structural misalignment where a vendor benefits from budget growth regardless of lease outcomes. Every optimization decision is made in service of your cost per lease, not your spend volume.

Campaign strategy built around the leasing funnel

PERQ defines and weights conversion events using portfolio-specific data so Google optimizes toward actions that predict leases, not just form fills or calls. Non-renter activity, vendors, residents, job seekers, is filtered out to keep conversion signals clean and high-intent.

ILS dependency reduced, not replaced

Unlike static ILS platforms, PERQ adjusts paid strategy in real time based on occupancy and market conditions. When units are full, spend pulls back. When it is time to lease up, campaigns lean in. No long-term contracts. No lag between market conditions and campaign response.

The results speak for themselves

60%

of web traffic-to-lead conversions driven by PERQ

30%

conversion rate, up from 2%, after adding PERQ

$5M+

in annual PPC spend managed across 12,000+ units

Multifamily paid search works harder when it is connected to everything else.

Isolated apartment PPC advertising drives traffic to a website that was not built to convert it. PERQ coordinates paid campaign strategy directly with Lead Capture on the conversion website, so the traffic you purchase has the highest possible chance of converting once it lands. Pulse Marketing Intelligence then connects every click, lead, and tour back to a lease outcome, giving you defensible cost-per-lease data by community and by portfolio.

See what your ad spend is actually producing.

Most communities are paying for traffic that never converts. PERQ shows you exactly where it is going.

Multifamily PPC management FAQs

How much of my marketing budget should go to my multifamily PPC strategy?

The first thing to understand about PPC advertising is that you cannot just “set it and forget it.” PPC campaigns require constant management to ensure a good return on your investment.

You will then need to choose the platform/s to run your ads. Given its popularity and reach, Google Ads is the go-to choice for beginners. However, some other platforms like Meta Ad Manager can be also suitable if your target audience spends more time on social media.

Next, you will need to perform some keyword research, if you haven’t already, to determine how to attract your desired audience. You will also need to take some time to become familiar with the platform(s) you have chosen for digital advertising campaigns. Analyzing your competitor’s ads can also give you an idea of what is effective and what isn’t.

The final step is to establish your ad budget and launch your PPC campaigns. No matter the platform, this phase can be complex and demands both time and expertise. Start with a modest budget and proceed carefully.

Once you’re all set, you can leverage PERQ PCC tools to optimize and get the most out of your multifamily digital advertising.

What platforms should I use to run my PPC campaigns and feature my multifamily community?

The answer to this question depends on many factors. How many leads are you needing to generate right now? What types of strategies have worked in the past? What is happening in your local market?

Each property management company’s PPC strategy is unique and changes over time. That is why we have designed our multifamily PPC management tool to help you adjust your budget as needed with data-informed reports, insights, and more. Click here to learn more about how to develop a PPC strategy that fits your business.

I’d like to generate more leads. Do I really need to spend on multifamily PPC advertising?

PPC is your go-to source for generating leads fast, but that does not mean you have to commit the same percentage of your budget to it at all times. PPC advertising allows you to frequently adjust your ad spend to match both your changing budget and your need for leads.

At PERQ, we understand the need to use resources wisely. That’s why our multifamily digital marketing platform helps you enhance your funnel, maximize free and low-cost tools, and generate more leases for less.

Can PERQ use my existing campaigns, assets, ads, and keywords?

If any of your campaign assets, ads, or keywords have been successful, we will be happy to incorporate them into our platform and strategy, though we do not access them directly. We can also use your existing Google Analytics Conversion actions. In most cases, we build the ads from scratch based on the assets and information available on your website.

Do I have to make changes to my ad campaigns manually?

No. Our PERQ team takes care of everything, though you do have the option to attend our monthly reporting meetings. When we send out your monthly report, we also extend an invitation to schedule a meeting if desired.

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