Apartment rental listing site Apartments.com used dynamic ads to reach renters and encourage them to fill out a form on its website, reaching millions of potential renters and driving a significant decrease in cost per conversion.
Apartments.com offers people access to information on nearly one million units available for rent. The site hosts thousands of nationwide listings, driving both qualified traffic and highly engaged renters to leasing offices.
lower cost per conversion, compared to other channels
return on ad spend
Apartments.com wanted to drive qualified apartment rental leads by encouraging renters to share their contact information through a form on its website.
Apartments.com collaborated with Facebook Marketing Partner StitcherAds to help it rapidly create ads and scale its direct response efforts on Instagram. The Apartments.com team developed a dynamic ads campaign to promote relevant listings from the Apartments.com website to the right audience across any device.
The team used the Facebook pixel to target its ads to renters who had visited its website. The dynamic ads, which featured high-quality images of available apartments, then showed listings that were relevant to each viewer based on their activity on Apartments.com.
The ads also included a Learn More call-to-action button, which directed people to the webpage for that listing and encouraged them to fill out a form. Their information was then passed to the person who listed the property for rent, who could follow up with that self-qualified lead.
Starting in mid-September 2016, Apartments.com’s ongoing dynamic ads campaign has already reached more than 5 million people. The campaign has also lowered its cost per conversion by over 50% compared to other channels, and achieved an impressive 2.5X return on ad spend.