Increasing Union Student Living's Occupancy Rates

Union Student Living approached Driven by Digital with a clear objective: to develop a paid advertising campaign that connects future tenants with their dream student accommodation. The goal was to drive awareness, generate inquiries, and ultimately convert interest into bookings to increase occupancy rates of their property —all while showcasing the premium experience Union Student Living offers.

To deliver on this task, we implemented a multi-channel paid ads strategy designed to maximise reach and engagement across key UK & worldwide locations.

Google Ads
We leveraged Google’s search and display networks to target prospective tenants actively searching for student accommodation in Leeds. Using location-specific keywords and creating compelling ad copy, we positioned Union Student Living as the top choice for modern student living.

Meta Ads
Through targeted campaigns on Facebook and Instagram, we connected with students at various stages of their decision-making journey. From visually appealing carousel ads showcasing luxury apartments to video ads highlighting communal spaces and amenities, we focused on capturing attention and driving action.

Creative Testing and Optimisation
To ensure the campaign's success, we developed a range of ad creatives tailored to resonate with Union Student Living's target audience. These included:

• High-quality images of the luxury apartments and communal spaces.

• Short, engaging video tours that captured the atmosphere and lifestyle on offer.

• Dynamic carousel ads highlight key features like modern interiors, on-site amenities, and social spaces.

We trialled and tested multiple creative variations, analysing performance metrics such as click-through rates (CTR), engagement levels, and conversion rates. This iterative process allowed us to identify which designs, messaging, and formats performed best with the audience.