The Client
The Stone Avenue Standard is a luxury student housing property located near the University of Arizona in Tucson. They offer premium apartment living tailored to university students with modern amenities, study spaces, and a prime location near campus.
Note: This is a housing-category account subject to special advertising restrictions.
The Challenge
Student housing advertising has unique constraints:
- Cyclical demand — leasing seasons are concentrated around spring/summer for fall move-in
- Housing advertising restrictions — Google and Meta limit targeting options for housing ads (no age, gender, or zip code targeting)
- Competitive market — multiple student housing properties near campus competing for the same pool of incoming students
- Young audience — reaching 18-22 year olds who may be making their first independent housing decision
Our Approach
- Leasing season campaign scaling — heavy investment during January-August when students are searching for fall housing
- University-specific targeting — campaigns focused on "University of Arizona apartments," "student housing Tucson," "off-campus housing UofA"
- Amenity-focused ad copy — highlighting specific features that differentiate from competitors (furnished units, study rooms, proximity to campus)
- Housing-compliant campaigns — all campaigns built within Google's housing category restrictions
- Display and PMax — awareness campaigns targeting students browsing housing-related content
The Results
- 52,265 leasing inquiries and leads
- $522,442 in total ad spend
- $10.00 average cost per lead — remarkable for student housing where each lease represents $6,000-12,000+ in annual rent revenue
- Consistent occupancy maintained through strategic seasonal advertising
About This Campaign
Industry: Real Estate — Student Housing Platforms: Google Ads Location: Tucson, AZ (University of Arizona)