Paid Search · Performance & Strategy
Where We Landed,
& Where We Go Next.
Results from the first Current on Center search campaign — and a data-driven plan to compound them now that we control the website and landing pages.
📍 Apartments near the University of Arkansas
May 15 – Jun 19, 2026
The Starting Point
One Campaign, Built From the Research.
After the initial keyword research, we launched a single Google Search campaign targeting Fayetteville apartment-seekers — modest budget, pointed at the site, and actively optimized as the data came in.
1
search campaign
(COC · Fayetteville)
2
conversion actions
(apply start · call)
02
Act One
Where We
Landed.
The first flight proved the channel — and the economics got better every week.
03
Campaign Results · 36 Days
The Numbers.
28.5
conversions
19 apply-starts · 9 calls
An 8.4% conversion rate on $1,487 of spend — and, more importantly, a curve heading the right direction.
04
The Real Story
It Got Cheaper to Win — Every Week.
Cost per conversion, weekly average ($) — lower is better.
Week 1Week 2Week 3Week 4Week 5
CTR climbed 4.1% → 6.5% · CPC fell $5.82 → $3.44 · CPA dropped ~75%.
05
The Traffic Was Real
Engaged Visitors,
Not Just Clicks.
More than half of paid visitors engaged — strong intent for a brand-new lease-up with no review history yet.
06
The Takeaway
Proven Channel.
Improving Economics.
We found demand, converted it, and drove cost-per-lead down ~75% in five weeks — all from one generic campaign. Now we make it sharper.
07
Act Two
The Direction
Forward.
Three things changed since launch — and together they let us spend smarter.
08
What Changed Since Launch
Three New Advantages.
1
A Sharper Map
Fresh research surfaced ~7,200/mo of clean "near-campus / UARK housing" demand — the biggest pool by 6× — and core CPCs fell ~45%. Cheaper to win than ever.
2
Exposed Rivals
Two high-demand competitors — College Town (880/mo) and Axis on Futrall (530/mo) — run no brand defense. Open lanes to conquest cheaply.
3
We Own the Page
We now control the full site + a library of message-matched landing pages — campaign, comparison, and amenity — already live on Cloudflare.
The first campaign sent every keyword to one page. Now each search can land on a page built for exactly what it asked for.
09
The Lever We Didn't Have Before
A Landing Page for Every Intent.
A 1:1 recreation of the site we fully control, plus a deployed library of dedicated pages — each one mapped to a search intent.
Campaign
/uark · /near-campus
Proximity & dorm-alternative
Comparison
/collegetown · /axis
Honest, sourced side-by-sides
Amenity
/pool · /fitness · /study · /game
Single-feature spotlights
Full Site
Home · floor plans · gallery · neighborhood · contact
Every page carries the same tracking: call conversions, apply-click conversions, and first/last-touch UTM capture.
10
The Play
From One Campaign to Four Intents.
Restructure the same ~$2k/mo into intent-clustered campaigns, each pointed at its own page.
| Campaign | Lands on | Why it wins | Budget/mo |
|---|
| UARK Housing | /uark | ~7,200/mo demand · LOW comp · CPC down 45% | $1,500 |
| Near Campus | /near-campus | Highest commercial intent | $300 |
| Affordability $599 | /special599* | Cheap clicks · agency gaps | $150 |
| Competitor Conquest | /collegetown · /axis | Exposed rivals, message-matched | Buffer |
* /special599 to be built next from the existing LP system. Coordinate match types with the agency to avoid bidding against ourselves.
11
Why It Compounds
Message Match Is a Flywheel.
Dedicated LP
Keyword → a page about that exact thing
→
Higher Quality Score
Google rewards relevance
→
Lower CPC + Higher CVR
More leads per dollar
We already hit 11.7% conversion at the end of the flight with a generic page. Purpose-built pages push that further — and the gains stack week over week.
12
The Opportunity
Same Budget. More Leases.
If dedicated pages move us from the flight average toward the rate we already proved at the end, the same spend produces materially more applications.
$52→$30
target cost / conversion
(end-of-flight already $29)
8% → 12%
target conversion rate
~1.7×
more leads per dollar
at the proven rate
Directional targets based on the campaign's own trajectory and the new keyword economics — not a guarantee. We validate against live data in the first 30 days.
13
The Next 90 Days
A Clear Runway.
30
Restructure & Launch
Split into the four intent campaigns, point each at its live LP, build /special599, set the offline "lease signed" conversion.
60
Optimize
Shift budget to the lowest-CPA clusters, expand winning ad copy, turn on competitor conquest, prune junk queries.
90
Scale What Works
Lift budget on proven winners, add amenity/RLSA support, report leases — not just leads — back to the bid strategy.
The infrastructure is already built and deployed — this is execution, not construction.
14
Proven. Now We
Compound It.
A working channel, a sharper keyword map, exposed competitors, and a landing page for every intent — all live and ready to scale.
576 W Center St · Fayetteville, AR · (479) 480-6964