Filling Units for a Premium Ottawa Apartment Through Long-Term Paid Media Management

Summary

The Monterey Ottawa is a premium apartment rental property in Ottawa, Ontario, located at the heart of Pineview’s vibrant Blair Crossing development. The property offers newly renovated studio, one-bedroom, and two-bedroom suites with modern amenities including a fitness centre, games room, business centre, children’s playroom, EV charging, and bike storage.

Explore Agency has been The Monterey Ottawa’s paid media partner over an extended period, managing Google Ads and Meta campaigns alongside a dedicated rental website built specifically for advertising traffic. The partnership covers tenant acquisition campaigns, open house promotions, and move-in offers, all continuously refined to maintain a steady pipeline of viewing bookings and lease inquiries.

Testimonial

Challenge

Apartment rental advertising operates on a continuous cycle. Unlike a one-time product sale, the property needs to fill vacancies on an ongoing basis, which means campaigns need to run consistently while adapting to seasonal demand shifts, new competitive properties entering the market, and changing tenant search behavior.

The advertising also competes in a cluttered search environment where prospective tenants are exposed to listings platforms, competitor buildings, and aggregator sites. Standing out with a direct-to-property campaign requires strong ad relevance, tight keyword management, and a website experience that makes booking a viewing simple and immediate.

For The Monterey Ottawa, the campaigns needed to generate a reliable flow of qualified viewing bookings and phone inquiries while continuously improving efficiency over time.

Solution

Explore Agency built a dedicated rental website for The Monterey Ottawa, featuring a photo gallery, available unit listings with floor plans and pricing, amenities, location highlights, an integrated tour booking system, and a contact form. The site is designed to convert paid traffic into scheduled viewings and direct phone calls.

On Google, campaigns were structured around Search and Performance Max, targeting high-intent apartment rental searches across the Ottawa market. Extensive and ongoing negative keyword management filters out competitor buildings, specific addresses, community housing, shared rooms, and low-intent rental queries, ensuring budget is focused on qualified prospective tenants. Campaign structure, conversion goals, bidding strategies, and creative assets are continuously reviewed and updated to reflect current market conditions.

On Meta, campaigns cover cold prospecting for new tenant leads, open house promotions through lead forms, and move-in offer campaigns. The Meta strategy has evolved through multiple campaign iterations, with creative, audience, and budget adjustments made on an ongoing basis. CPC on Meta has been driven down consistently while maintaining strong engagement.

Results

In a recent three-month period, the Google Ads campaigns generated a high volume of online conversions and phone calls. The search campaign consistently delivered a strong CTR of nearly 8%, confirming high relevance with prospective tenants actively searching for apartments in Ottawa. Cost per conversion improved by nearly 20% month over month in the most recent period, while traffic volume grew simultaneously.

On Meta, the campaigns expanded reach by over 70% in a single month while reducing CPC by 21%, and the most recent month delivered a strong volume of scheduled appointments, with a 68% improvement in cost per appointment. The open house lead form campaign consistently generated leads at a competitive cost per acquisition, providing an efficient supplementary channel for property tours.

Across both platforms, the campaigns deliver a reliable pipeline of viewing bookings, phone inquiries, and open house leads that supports the property’s occupancy goals on an ongoing basis.