Woodrow on 30th
Rapid Tour and Lead Generation for Student Housing via Google Ads
Launched a targeted Google Ads campaign with clear attribution for a Baltimore student housing community, delivering a 7% CTR and generating qualified tours ahead of the academic year.
The Results
Verified metrics from real analytics data
> 7%
8+
3 Tours
Where They Started
A student housing operator for Woodrow on 30th, serving Johns Hopkins University in Baltimore, came to us with a fixed deadline and a clear business imperative. The academic year was approaching, units were still available, and they needed scheduled tours and qualified inquiries quickly. They had experimented with advertising before but lacked reliable conversion tracking, so they could not confidently tie spend to real leasing interest. With no visibility into which campaigns were driving actual tours, it was difficult for them to scale or adjust strategy.
Fixed deadline with academic year approaching
Units available but no reliable conversion tracking
No visibility into which campaigns drove actual tours
Unable to scale or adjust strategy confidently
The Strategic Execution
A systematic approach to solving complex digital challenges
Measurement Foundation
We implemented straight-through conversion tracking so inquiries and tour requests could be tied directly back to specific ads and keywords. With that measurement foundation in place, we launched a sharply focused Google Ads campaign.
High-Intent Targeting
Launched a campaign targeting high-intent searchers actively looking for student housing near campus. Campaign buildout prioritized terms and locations with demonstrated intent.
Efficiency Structure
The budget was structured for efficiency and qualified engagement rather than broad, unfocused reach. We focused on driving actual tours, not just clicks.
Attribution & Optimization
Used clear attribution data to confirming that the targeting was resonating. Those attributed tour bookings helped the property convert interest into scheduled visits.
The Complete Picture
A detailed breakdown of every key metric and what it means
> 7%
Click-through rate peaked above seven percent while cost-per-click remained efficient, confirming that the targeting was resonating with motivated prospects.
8+
The tracking we put in place showed at least eight conversions attributable to paid search, providing clear evidence that the paid strategy was working.
3 Conversions
Achieved a peak of three conversions in a single week tied directly to the campaign, helping the property convert interest into scheduled visits.
100%
Implemented straight-through conversion tracking so inquiries and tour requests could be tied directly back to specific ads and keywords.
Optimized
Structured budget for efficiency and qualified engagement rather than broad, unfocused reach, ensuring every dollar contributed to leasing goals.
High Intent
Prioritized terms and locations with demonstrated intent, targeting searchers actively looking for student housing near campus.
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