Sunday 15 June 2025
Google Ads for Property & Accomodation Brands: Turning Traffic into Bookings
Learn How to use Google Ads to generate leads for co-living, serviced apartments, and student accommodation. Improve your PPC setup and landing pages for better results.
If you’re running a co-living space, serviced apartments, or student accommodation, chances are you’ve tried Google Ads at some point.
You probably saw some clicks, maybe a few form fills, but no real consistency. That’s because Google Ads in the property space isn’t just about showing up on search, it’s about showing up for the right intent and then turning that intent into action.
At Driven by Digital, we’ve managed campaigns for co-living and student accommodation brands like &Soul and Union Student Living, and the difference between a campaign that burns money and one that brings leads daily is usually down to five key things. Here’s how to turn Google Ads into a proper enquiry generator for your property brand.
1. Understand Search Intent
Not every search means someone is ready to enquire. Someone searching “student accommodation Manchester” is usually ready to book, while “best student halls” or “modern co-living spaces” might still be browsing.
The key is to focus spend where intent is strongest.
The fix:
Group your campaigns by intent.
High intent: “book”, “apply”, “enquire”, “studio flat”, “co-living near me”
Mid intent: “student living”, “shared living Chesire”, “modern apartments”
Low intent: brand awareness and blog content
This structure lets you prioritise the search terms that actually drive enquiries and avoid wasting budget on people still researching.
2. Track Enquiries Properly
Google can only optimise what it can measure. If you’re not tracking form fills, phone calls, or live chat, your data is incomplete. Many property sites track every button click as a conversion, which makes it impossible to see what’s really working.
The fix:
Set up tracking for all genuine enquiry actions.
Use Google Tag Manager and CAPI for accuracy.
Review weekly to track cost per lead and quality.
Even a basic tracking setup can transform your understanding of where your best leads come from.
3. Focus on Local Targeting
Accommodation searches are always local. Someone searching “co-living in Manchester” doesn’t want an ad for Liverpool.
The fix:
Use radius targeting around each property.
Add location extensions so your address shows in ads.
Run Google My Business Ads alongside search campaigns.
GMB ads are ideal for visibility and awareness in the local area, especially when paired with positive reviews and fresh photos.
4. Send Clicks to a Custom Landing Page
This is the biggest missed opportunity for most property brands. Paid clicks often go straight to a homepage designed for browsing, not converting. That’s money wasted.
The fix:
Build specific landing pages for each property or location that do three things well:
Show the property clearly — images, pricing, and key amenities
Build trust — testimonials, clear inclusions, and social proof
Make enquiry simple — one clear call to action like “Book a viewing” or “Apply to stay”
A well-structured landing page can double or even triple enquiry rates without increasing your ad spend.
5. Match Budget to Demand in Your Niche
Search volume isn’t the same across accommodation types.
Student accommodation peaks between July to September, when most bookings happen. Co-living and serviced apartments tend to see more consistent interest throughout the year.
The fix:
Spend heavier when intent is highest.
Keep a lighter always-on campaign outside of peak seasons.
Use quieter months to refresh creative and test messaging.
Matching your spend to demand ensures you’re investing when people are actively looking and not burning budget when they’re not.
The Results
When we’ve applied these principles for accommodation clients, we’ve seen higher enquiry volumes, more predictable occupancy, and better ROI from the same budget.
Once your campaigns are built around intent and your landing pages are built to convert, Google Ads stops being a gamble and becomes a predictable part of your sales funnel.
The Takeaway
Google Ads can be your biggest driver of quality leads — but only if you get the fundamentals right.
Focus on intent, tracking, and landing pages, and you’ll start seeing the kind of enquiries that turn into actual bookings.
At Driven by Digital, we help accommodation and lifestyle brands generate consistent enquiries through data-led PPC strategies that make commercial sense.
Book a free call to review your setup and get a plan to fill more rooms in 2025.
