Apartment SEO: Reach Out-of-Town Renters Before They Arrive
- alex tamayo-wolf
- May 12
- 2 min read
Updated: May 19
Smarter Google Ads Strategy for Apartment Marketing of Communities to remote leads
I probably shouldn't be telling you this, but... If you do the demographic analysis, you'll soon realize a lot of your tenants are from out of your area. You want more of these non-local leads, right? Getting to them before they move is tricky. Here's how to do it.
Why “Apartments Near Me” Doesn’t Work for Movers
If your apartment community is in Billings, but a renter is still in Portland, your ad won’t show up when they search “apartments near me.” Why? Because Google prioritizes results based on the user’s current location—not where they plan to go.
That means you're potentially missing thousands of relocating renters simply because your ads aren't reaching the right geography.
Step 1: Split Campaigns by Intent
The fix is simple—but powerful. Create two separate Google Ads campaigns:
Campaign 1: Local Renters
Geo Targeting: Billings + nearby radius
Keywords: apartments near me pet-friendly rentals Billings apartments near [local landmarks]
Goal: Capture ready-to-move locals searching within your city
Campaign 2: Out-of-Town Movers
Geo Targeting: Key feeder cities
Keywords: apartments in Billings Montana moving to Billings apartments rent in Billings MT
Goal: Reach renters relocating to your market before they get there
Step 2: Target the Right Cities
Don’t waste apartment marketing and SEO budget targeting the whole U.S. Start with high-migration metros where people are most likely to move from:
Los Angeles, CA Portland, OR Seattle, WA Denver, CO Phoenix, AZ San Diego, CA Boise, ID Salt Lake City, UT Dallas, TX Chicago, IL
These are high-intent markets that feed renters into cities like Billings.
Step 3: Match Keywords to Location Strategy
Local Search Campaign Keywords: apartments near me 1 bedroom apartments Billings rent near downtown Billings pet-friendly apartments in Billings
Out-of-Area Campaign Keywords: moving to Billings MT apartments in Billings Montana best apartments in Billings rent a 2 bedroom in Billings
Step 4: Adjust Your Ad Copy
For Locals: “Now Leasing Near You – Walk to Downtown Billings” “Pet-Friendly Apartments Just Minutes Away”
For Movers: “Relocating to Billings? Reserve Your Unit Today” “Explore Our Modern Apartments Before You Arrive”
Use relocation-friendly language for non-locals, and emphasize walkability or neighborhood familiarity for local searchers.
Final Tip: Use the Right Location Settings
In each campaign: Set People in or regularly in your targeted locations.
Avoid targeting “interested in” Billings—that opens the door to low-intent impressions
Smarter Google Ads Start with Smarter Strategy
By separating local and out-of-town traffic, you give Google the clarity it needs to serve the right message to the right person at the right time. And that’s how you turn searchers into renters—before they even hit the city limits.
Want help building your two-track campaign? At Tessera Business IQ, we specialize in Google Ads for apartments that attract real renters—not just random clicks. Request a free audit and we’ll show you where your campaign is leaking leads.
