Definition:
Demand Generation campaigns are a Google Ads format that distributes visually engaging ads across YouTube, Google Discover, and Gmail to reach potential renters before they enter active search mode. These campaigns are designed to generate awareness and interest among audiences who match the profile of your ideal renter based on demographics, interests, life events, and behavioral signals, rather than capturing intent that already exists.
Why it matters:
Most digital marketing in multifamily focuses on capturing renters who are already searching. Demand Generation campaigns address the earlier stage of the leasing funnel - building brand awareness and planting consideration among prospects who may not yet be actively looking but are approaching a transition point such as job relocation, lease expiration, or life event. For communities in lease-up phases, new construction, or facing elevated competition, Demand Gen provides a mechanism to grow the top of the funnel and increase the pool of informed, familiar prospects who later convert through search. When combined with multitouch attribution, teams can evaluate how well awareness-stage exposure contributes to downstream lease conversions.
