In the world of multifamily paid media, budget size doesn’t just affect how much you can spend; it directly shapes your strategy. One of the most insightful moments from our recent Digible Dudes: Riffing with Reid interview with Melissa Morris, Digible’s Paid Media Manager, was her take on the stark differences between managing large and small ad budgets.

The Challenge of Small Budgets in Multifamily Paid Media

Melissa broke it down simply: “A single click can cost you upwards of $25 or $50. That could be a large portion of your monthly budget on a certain channel. So for me, you have to be really in the weeds a bit more when it comes to these smaller budgets.”

In other words, smaller budgets require a far more granular, hands-on approach. Every dollar must be maximized. From leveraging negative keyword strategies to evaluating search vs. display ad spend, success depends on deep optimization, tight targeting, and intentional testing.

The Advantages of Larger Paid Media Budgets

Contrast that with large-budget campaigns. Melissa explained how a bigger spend enables you to rely more on AI-driven tools, test more broadly, and pull in deeper insights:

“You have so much more data to inform that machine learning and to really see the outputs and the opportunity that that machine learning brings.”

Key Takeaways About Multifamily Paid Media

  • Small budgets = surgical precision, human-led strategy
  • Big budgets = more automation, experimentation, and algorithmic learning
  • Regardless of size, adapting your strategy to your budget is essential

Whether you’re managing $2K or $200K in multifamily paid media, being a good steward of every dollar is at the heart of performance marketing.

Listen to the Full Conversation

This post is just a snapshot of our conversation with Melissa Morris on Digible Dudes: Riffing with Reid. To dive deeper into budget strategies, optimizations, and real-world paid media insights, catch the full episode on:

🎧 Spotify | 🎧 Apple Podcasts | ▶️ YouTube

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