If you manage student accommodation or co-living developments, you’ll know how competitive it’s become to fill rooms ahead of each academic year. With more operators entering the market and students becoming increasingly selective, relying on organic reach or word of mouth alone isn’t enough.

That’s where Google Ads and a smart paid strategy come in. When managed properly, they’re one of the fastest and most reliable ways to drive high-intent enquiries from students (and parents) who are actively searching for accommodation.

At Driven by Digital, we’ve worked with student accommodation and co-living brands across the UK, running data-driven Google PPC campaigns that consistently convert search traffic into booked rooms. Here’s what works best.

1. Timing Is Everything

The biggest mistake we see is leaving campaigns too late. The best results come when you start promoting 4–6 months before move-in, not when rooms are already sitting empty.

Early campaigns capture students (and parents) searching before anyone else is visible. It also gives time for your data to build up, meaning every click becomes more valuable later in the cycle.

What works:

• Build awareness early with Google Search and Discovery campaigns

• Keep brand campaigns live year-round, even off-season

• Launch retargeting as soon as site traffic grows

2. Target Real Search Intent

Generic keywords like “student accommodation” will burn your budget fast. The money is in location and intent-based searches, for example:

• “student accommodation in Leeds city centre”

• “student flats near Newcastle University”

• “co-living studios in London”

These searches show intent to book now, not just browse. They’re also cheaper when you build separate ad groups by city or property type.

What works:

• Use exact match keywords around city names and universities

• Add “book”, “reserve”, or “viewing” into your keyword lists

• Exclude irrelevant searches (like “jobs” or “reviews”)

3. Your Landing Page Does the Selling

Clicks are easy. Conversions are not. Your ads might get the attention, but the page they land on decides if someone enquires. Every property should have a dedicated landing page that’s built to convert.

What works:

• Clear name, pricing, and key features above the fold

• Real photography or video of the space

• Simple contact or booking form — no distractions

• Optimise for mobile, most bookings start there

If you’re unsure where to start, check out our web development services for examples of conversion-focused builds.

4. Retargeting Keeps You Top of Mind

Most students don’t book after the first click. That’s where retargeting does the heavy lifting. Running Display and YouTube campaigns to previous visitors keeps your property visible during their decision process.

What works:

• Segment warm audiences (website visitors, form starters)

• Show key features or short testimonials in your creatives

• Layer in urgency during peak booking months

5. Use Your Data to Stay Ahead

Data removes guesswork. Every click, impression, and conversion tells you something about what’s working.

We track which search terms generate actual bookings, not just traffic. Over time, this lets us focus spend where it matters and cut out wasted clicks.

What works:

• Track form submissions and phone calls properly

• Review cost per lead weekly, not monthly

• Build lookalike audiences from real enquirers

The Takeaway

Filling rooms isn’t about spending more. It’s about smarter targeting, better timing, and consistent optimisation. When you get these parts right, you don’t just fill this year’s rooms, you build a system that fills them every year.

At Driven by Digital, we help student accommodation and co-living brands grow through paid ads, Google PPC, and data-led strategy that actually performs.

Book a free discovery call to see how we can help you fill your rooms faster in 2026.