Many marketing budgets these days are pretty tight, and the pressure is on to make the smartest investments with the highest guarantee of a positive ROI for properties. So, when it comes to determining which advertising platform to choose, the lucky winner will offer high visibility, cost-effectiveness, and even higher conversion potential. 

We’ve already broken down the pros and cons of investing in an ILS versus a website; but, now, you may be torn between investing in a Google Ads campaign or an ILS. We’re here to help. While both have the potential to offer what you’re looking for, one may not be the smartest option when considering your long-term marketing goals. Here’s another quick breakdown of some of the pros and cons of each. 

First up–the ILS.

We covered many of the high-level facets of an ILS, like cost and structure, here. So, now, let’s dig a little deeper into leads, traffic, and overall user experience. 

Leads

To start, depending on which ILS you choose, the definition of a lead could range from a phone call, email, or text to a simple click-through to your ILS listing. Now, definitions aside, your typical ILS receives quite a bit of online traffic daily (which could definitely be a major pro), so the potential of receiving a high influx of their version of a “lead” is pretty likely. You’ll just need to be particularly mindful as to what parameters qualify a lead when selecting your ILS. That way, while you may end up with the number of advertised leads, you won’t be surprised in the end if they’re mostly low-quality. And, if you happen to invest in a pay-by-performance package, this may or may not work in your favor.    

Traffic

Now, ILS traffic, in general, will always be likely to top that of individual property ads, due to their sheer market size, brand recognition, and popularity, which gives them a leg-up when it comes to organic traffic. And, because these companies are usually staffed with professionals who specialize in Google Ads creation, all ads are likely to be well optimized for search–but, the strategy will probably be pretty uniform across all client properties. So, you’re almost guaranteed to receive a wide range of traffic and visibility in some form, but, keep in mind, your competitors will too. 

User experience

When investing solely in an ILS and a user searches for an apartment using broad or specific terms, the ILS listings will populate in the SERPs (typically in the form of Google Ads–wink, wink) with the relevant listing(s) associated with the property. That’s right! ILS companies all invest in Google Ads too. Now, the difference here is that depending on the type of user search that is performed, your property could appear with several other competitors who are also just one click away, especially if the search is categorical versus specific. But, when it’s all said and done, your property, if searched specifically, is still probably 90% guaranteed to appear on a SERP. When it comes to appearance and navigation, all ILS property pages are identical, which offers users consistency and ease of use, but an additional click is required to land on your property’s webpage.

The low-down on Google Ads.

You should already be quite familiar with Google Ads. If you’re not, you can brush up on the basics here, first. Now, first things first, you should know that the key difference between an ILS and Google Ads campaign is the level of control and flexibility you maintain as the owner. 

Leads

Considering that you own and define the parameters around what you consider to be a lead, the level of success that you experience is centered on the optimization of your Ads campaign. If the ad is configured strategically, the majority of your incoming leads could all be pretty high quality; thus, resulting in more conversions without the utilization of a middle-man. 

Traffic

The level of traffic that you’ll experience with Google Ads will vary depending on the customization and setup of your campaign. While you’ll still be competing with ILS providers when it comes to SERP placement, there are certain things you can do to improve your odds, like incorporating new or negative keywords that are more relevant to your property, filtering locations, and more. Another major difference between Google Ads traffic, when compared to that of an ILS, is that it all comes directly to your website, reducing any unnecessary competitor distractions.

User experience

As mentioned, the journey from search to advertisement to your website is a one-step process for traffic with Google Ads; thus, transferring your prospects to your designated landing page sooner than with an ILS, especially if you’re bidding on the right keywords. Whether the user types a general search, like “apartments in Richmond, Virginia,” or one catered specifically to your property, the opportunity to showcase your property directly to your prospects is much greater with Google Ads. Because the connection from ad to website is direct, the only imagery that users will encounter beyond the Google Ad you personally create and optimize is your website. And, unlike with an ILS, you have the flexibility and freedom to showcase your property’s individuality apart from the competition.

Who’s the winner?

Your overall budget, marketing goals, and availability will ultimately dictate which platform you should choose. If you’re looking to bypass a “middle-man,” have your traffic results come directly to you in exchange for putting in a little elbow grease, then Google Ads may be your play. You have the ability to essentially create an ad strategy and user experience that is custom to your property and goals while maintaining the ability to tweak it as often as you see fit–and Google Ads reporting makes this fairly easy to manage. After all, ILS platforms are investing in Google Ads too. 

If you would rather skip the Google Ads training and do not wish to hire a consultant, your best bet may be to jump to the ILS. You will certainly receive traffic on an ILS, but it may not necessarily consist of those high-quality leads. Additionally, the Google Ads strategy for your property will likely be the same one that’s being implemented for other clients within that ILS as well, so there’s no tweaking on your part, as all the power lies in the hand of the ILS. Also, keep in mind that on an ILS you may be placed alongside some of your competitors in searches. So, while residents tend to appreciate choices, it could be at a risk to you.

In an ideal world, you’ll have the opportunity to test out both investments concurrently for 90 days. This would give you the ability to analyze things like traffic, leads, conversions and ultimately increase your investment in the higher-performing option.

 

Rentbot can help.

If Google Ads are more your speed, we can help. As a certified Google Partner, having earned the Google Partner badge, we can help you deliver the results you’re looking for all the while being your trusted supporter along the way. Several of our clients who have taken the leap into Google Ads are already outperforming their ILS with double-digit results. If you’re interested in turning your website into a lead generator, get started here. 

 

 

About the Author

Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.