$100K Lease-Stakes 
TL;DR: The Essentials
Demand Gen functions similarly to paid social but is enhanced by Google’s dynamic audience targeting and advanced AI capabilities, positioning it as an effective upper-funnel tactic in terms of traffic, engagement, and cost efficiency.
Effective Ad Engagement
A Click-through Rate (CTR) of 1.81% is on par with other upper-funnel strategies, such as display. Additionally, the Interaction Rate of 9.95% further reinforces that our audience is engaging with the ads in meaningful ways beyond just clicking. This metric measures broader engagement as it highlights the effectiveness of video ad creative.
Insights from our current Demand Gen campaigns demonstrate that well-crafted ad creative can successfully reach the right audience within the multi-family sector, leading to increased engagement and a noticeable uptick in website traffic.
Cost Efficiency
At an average Cost-per-Click (CPC) of just $0.67, driving website traffic is exceptionally cost-effective. This efficiency not only maximizes the value of each dollar spent but also provides the flexibility to allocate budget across multiple channels, enhancing the overall diversity and reach of our digital marketing strategy.
Lead Generation Potential
With an average Cost-per-Lead (CPL) of $47.52, Demand Gen continues to generate valuable prospects at a manageable cost, even when operating as an upper-funnel tactic. Although this CPL is relatively high compared to other channels, it still reflects strong lead-generation potential and cost-efficiency.
Why Demand Gen?
Demand Gen leverages your top-performing video and image content to drive awareness and engagement across some of the most visual, entertainment-driven platforms; YouTube, YouTube Shorts, Discover, and Gmail. These platforms reach over 3 billion active users each month as they stream, browse, and engage with content.
Our main takeaway? With relevant and attention-grabbing creatives, Demand Gen is an excellent upper-funnel tactic to help advertisers find and convert consumers.
Three significant benefits of Demand Gen campaigns include:
- Expanded impact with access to YouTube & Google’s most immersive, visual touchpoints
- Tailored ad experiences with audience-first creatives supported by the use of custom intent, in-market, and lookalike audience targeting
- AI-powered bidding including conversion, value-based, and max click bidding strategies
Visual Examples
Findings
| CTR | CPC | CPL | Conversion Rate | Interaction Rate | |
| Demand Gen | 1.81% | $0.67 | $47.52 | 1.04% | 9.95% |
What This Means for You
If you’re overseeing dozens of communities, stretched thin across vendors, and trying to get more from every dollar, Demand Gen could be your secret weapon.
It’s not just about visibility. It’s about making sure the right renters discover you earlier, cheaper, and more often.
Want to see if it fits your mix? Let’s talk. We’ll review your current upper-funnel strategy and see if Demand Gen could drive more value without blowing your budget.
