FirstKey Homes, a large-scale single-family home rental company, needed to generate rental leads across 100+ markets nationwide. GrowthAgentX implemented a hyper-localized Google Ads strategy, incorporating Performance Max campaigns to drive qualified leads efficiently at scale.
Company: FirstKey Homes
Location: Nationwide (110+ markets)
Industry: Single-Family Home Rentals
Service Type: Residential Rentals
Monthly Ad Spend: $100,000
Campaign Duration: Ongoing
High variability in local demand and cost per lead (CPL).
Inconsistent quality of renter leads across markets.
Difficulty optimizing 100+ markets under a unified strategy, (too many different variant campaigns)
Underutilized budget in slower-performing areas.
Optimized campaigns for broad match, which made ineffective lead quality
Google Ads Nationwide Buildout with Performance Max Integration
Hyper-Localized Search & Performance Max Campaign Structure
Created separate Search campaigns for 100+ metro areas targeting local intent keywords with Phrase & Exact Match:
“Homes for rent in [City]”
“1,2,3 bed house rental near [ZIP]”
“Pet-friendly rentals in [City]”
Launched Performance Max campaigns layered onto each market to capture incremental lead volume across YouTube, Display, Discover, Maps, and Gmail placements.
Customized ad copy, creative assets, and extensions based on each market’s inventory, pricing, and renter personas.
Landing Page Routing by Market
Dynamic routing sent traffic to market-specific property pages or filtered inventory pages.
Conversion-optimized layouts with maps, property cards, and instant contact forms to boost lead capture for scheduled tours and call-based follow-ups.
Conversion & Budget Optimization
Daily bid adjustments and budget reallocation across Search and Performance Max based on market demand and lead quality.
Leveraged Performance Max insights to identify creative and audience combinations driving incremental conversions.
Enhanced conversions via call tracking, lead form completions, and CRM sync for accurate attribution.
Additional Findings
A/B tested ad copy using local references, pet-friendly messaging, and urgency (e.g. “Move-in Ready Homes in Houston”).
Hourly bidding optimized for peak search times per time zone.
Negative keywords and exclusions filtered out low-intent searches such as “rent to own” and “Section 8” in unsupported markets.
Performance Max asset group testing to identify top-performing images, videos, and headlines.
Google Enhanced Conversions API improved tracking accuracy and lead attribution.
