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Bedford Housing Google Ads Case Study

Q: What was the main goal of this Google Ads work?

The goal was to increase qualified lead volume while keeping cost per lead under control. We treated tracked form submissions as the primary signal, so optimization focused on real inquiries, not just traffic.

Q: What counted as a conversion in this case study?

A conversion was a form fill. Form submissions were tracked through WhatConverts and used as the main KPI for reporting and optimization.

Q: Why did you shift focus from phone calls to form fills?

Phone calls can be inconsistent in quality and can be harder to measure cleanly as a true lead outcome. Form fills are easier to track, compare over time, and optimize toward, especially when you want predictable lead volume.

Q: How did you improve lead quality from Google Ads?

We tightened targeting around Los Angeles intent and leaned into corporate, executive, and long term temporary housing searches. We also updated ad copy to attract higher budget renters and corporate backed stays.

Q: What changes drove the biggest CPL improvement?

The biggest shift was building proper form fill tracking and optimizing campaigns to those form leads instead of calls. Once the account optimized to the right conversion, we could make smarter decisions on keywords, targeting, and messaging.

Q: What results did you achieve?

CPL improved by 73% after shifting to form lead focus. Since Aug 2025, CPL has been around $25, and the account averages about 80 form fills per month, based on the data you provided.

Q: Can Google Ads work on a smaller daily budget?

Yes, as long as you focus on high intent searches and track conversions accurately. A smaller budget can still perform well when you cut waste quickly and concentrate spend on keywords and locations that produce real leads.

Q: What is AI Max and why did you use it?

AI Max is a Google Ads feature used to help expand reach and capture additional relevant searches. In this case, performance improved further after adding AI Max alongside stronger tracking and tighter intent.

Q: How quickly did performance improve after the changes?

You saw improvement fast, with higher lead volume and lower CPL within the first month of implementing the changes. That early lift came from optimizing to form fills and tightening intent.

Q: What happens after results improve?

You keep refining based on what the data shows, including search terms, keyword focus, and messaging. Ongoing optimization helps maintain CPL and lead volume as search behavior shifts over time.

Lead Generation For Corporate Housing In Los Angeles

Bedford Housing was getting leads from Google Ads, but the account was built around phone calls, and they were not happy with the cost or the lead quality. Calls were coming in, but too many were the wrong fit, and it was hard to scale efficiently on a $60 to $70 per day budget.

We shifted the account to what actually mattered for them, qualified form fills. Once we had clean tracking in place, we tightened targeting around Los Angeles and high intent searches like corporate housing, executive housing, and long term temporary stays. We also rewrote ad copy to speak to luxury, higher budget renters and corporate backed bookings, then layered in AI Max, which performed better here than we typically see in other accounts.

Paid Media Performance Snapshot

Date range shown: Mar 1, 2024 to Feb 16, 2026
Platform: Google Ads

$ 0 k

Ad Spend

0 k

Form Conversions

$ 0

Avg. CPL

0 %

Avg. CTR

~ 0 $

Since Aug 2025 (CPL)

~ 0

Ongoing Avg. (Forms/Month)

$ 0 k

Ad Spend

0 k

Form Conversions

$ 0

Avg. CPL

0 %

Avg CTR

~ 0

Since Aug 2025 (CPL)

~ 0

Ongoing Avg. (Forms/Month)

Let’s Make Your Marketing Pull Its Weight

A practical plan to increase leads without wasting your budget.

The Problem

Bedford Housing was focused on phone calls, but the cost per lead was not where it needed to be, and the quality was inconsistent. Compared to other channels, Google Ads leads felt expensive and harder to trust. Without reliable form tracking, the campaign was optimizing toward the wrong outcomes.

The Turning Point

We built conversion tracking for form fills using WhatConverts and shifted optimization away from calls. With better signals, we could optimize toward real lead volume, clean up keyword intent, and use messaging that filtered out low budget shoppers. That is when lead volume climbed and CPL dropped quickly.

Bedford Housing

Corporate housing in Los Angeles.

We ran paid media focused on one thing, bringing in more qualified leads at a lower cost. We started in Oct 2024, and we’re still building on the results today.

Focus: Lead Generation

Before

What We Changed

Tracked forms in WhatConverts and optimized to them
Tightened targeting to Los Angeles intent
Focused on corporate and long stay keywords
Rewrote ads to attract higher budget renters
Added AI Max to scale while keeping intent
Refined search terms and bidding to hold CPL down

What Happened Next

CPL improved by 73% after switching to form lead focus
Lead volume rose and CPL dropped within the first month
CPL held around $25 since Aug 2025 with AI Max plus tracking
Averaged about 80 form leads per month on an ongoing basis
1.13K tracked conversions on $44K spend in the period shown
Higher intent leads after luxury focused messaging

Lead Generation Game Plan

We stopped treating phone calls as the main success metric. Once form fills were tracked cleanly, we could focus spend on Los Angeles searches with real corporate housing intent, then scale with AI Max without losing control of CPL.

Track What Matters

Once we tracked form fills in WhatConverts, we finally had a signal worth optimizing to.

Tighten Geo And Intent

With tracking fixed, we focused on Los Angeles corporate housing intent.

Scale With AI Max

Once the foundation was set, AI Max grew volume while keeping CPL in check.

    
 
 
       Posted on Google  
   
   Gary Popkin 
 
 
 
 Trustindex verifies that the original source of the review is Google. Mac was great. He took the time to understand my situation. He recommended actions that were appropriate to my very specific needs. I would trust him for help in the future.
  
 
      Posted on Google  
   
   Aaron Weber 
 
 
 
 Trustindex verifies that the original source of the review is Google. I've worked with numerous marketing agencies but Momentum Digital is by far the best. Great people and amazing results!
  
 
      Posted on Google  
   
   Jake Yablonski 
 
 
 
 Trustindex verifies that the original source of the review is Google. Great agency! Really helped me improve my SEO. Saw qualified new business leads come in within the first few months.
  
 
      Posted on Google  
   
   Joes Pizza Philly 
 
 
 
 Trustindex verifies that the original source of the review is Google. Mac is an Invaluable resource to us!  He is truly a professional and is extremely helpful, knowledgeable and does what it takes to bring your business to the next level!  We have known Mac a long time and he has always been there for us.  Mac and Momentum Digital are definitely Rock Stars!!!!!
  
 
      Posted on Google  
   
   David Nenner 
 
 
 
 Trustindex verifies that the original source of the review is Google. Great company, I have been with them for a few years now and I can say they are worth every penny. If you want your business to grow I would recommend you to try Momentum digital, The best company for all your digital marketing needs.
  
 
      Posted on Google  
   
   matt borowsky 
 
 
 
 Trustindex verifies that the original source of the review is Google. Momentum did an amazing job for company! They were prompt, readily available and answered all the questions I had making it an easy process!
  
 
      Posted on Google  
   
   Eric S 
 
 
 
 Trustindex verifies that the original source of the review is Google. Mac was very helpful during our consultation. He provided a ton of helpful information on digital advertising, particularly Google LSAs. Thank you!
  
 
      Posted on Google  
   
   Rachel Primavera 
 
 
 
 Trustindex verifies that the original source of the review is Google. The Momentum Digital team are experts in what they do. Their SEO and digital marketing services are very effective in ranking your business on Google and increasing lead generation. Not to mention their customer service is awesome! They are always ahead of the game and very responsive. They become a part of your team as well. Highly recommend Momentum Digital if you want to grow your business!!
  
 
      Posted on Google  
   
   Vareesha Butt 
 
 
 
 Trustindex verifies that the original source of the review is Google. Momentum Digital has a clear understanding of how to use SEO and GBP to succeed in marketing your business while focusing on your brand. Excellent team, gets processes in order to achieve maximum capacity. A+ services⭐️

FAQs

What was the main goal of this Google Ads work?

The goal was to increase qualified lead volume while keeping cost per lead under control. We treated tracked form submissions as the primary signal, so optimization focused on real inquiries, not just traffic.

What counted as a conversion in this case study?

A conversion was a form fill. Form submissions were tracked through WhatConverts and used as the main KPI for reporting and optimization.

Why did you shift focus from phone calls to form fills?

Phone calls can be inconsistent in quality and can be harder to measure cleanly as a true lead outcome. Form fills are easier to track, compare over time, and optimize toward, especially when you want predictable lead volume.

How did you improve lead quality from Google Ads?

We tightened targeting around Los Angeles intent and leaned into corporate, executive, and long term temporary housing searches. We also updated ad copy to attract higher budget renters and corporate backed stays.

What changes drove the biggest CPL improvement?

The biggest shift was building proper form fill tracking and optimizing campaigns to those form leads instead of calls. Once the account optimized to the right conversion, we could make smarter decisions on keywords, targeting, and messaging.

What results did you achieve?

CPL improved by 73% after shifting to form lead focus. Since Aug 2025, CPL has been around $25, and the account averages about 80 form fills per month, based on the data you provided.

Can Google Ads work on a smaller daily budget?

Yes, as long as you focus on high intent searches and track conversions accurately. A smaller budget can still perform well when you cut waste quickly and concentrate spend on keywords and locations that produce real leads.

What is AI Max and why did you use it?

AI Max is a Google Ads feature used to help expand reach and capture additional relevant searches. In this case, performance improved further after adding AI Max alongside stronger tracking and tighter intent.

How quickly did performance improve after the changes?

You saw improvement fast, with higher lead volume and lower CPL within the first month of implementing the changes. That early lift came from optimizing to form fills and tightening intent.

What happens after results improve?

You keep refining based on what the data shows, including search terms, keyword focus, and messaging. Ongoing optimization helps maintain CPL and lead volume as search behavior shifts over time.

Gary Popkin

Mac was great. He took the time to understand my situation. He recommended actions that were appropriate to my very specific needs. I would trust him for help in the future.

Aaron Weber

I've worked with numerous marketing agencies but Momentum Digital is by far the best. Great people and amazing results!

Jake Yablonski

Great agency! Really helped me improve my SEO. Saw qualified new business leads come in within the first few months.

Joes Pizza Philly

Mac is an Invaluable resource to us! He is truly a professional and is extremely helpful, knowledgeable and does what it takes to bring your business to the next level! We have known Mac a long time and he has always been there for us. Mac and Momentum Digital are definitely Rock Stars!!!!!

David Nenner

Great company, I have been with them for a few years now and I can say they are worth every penny. If you want your business to grow I would recommend you to try Momentum digital, The best company for all your digital marketing needs.

matt borowsky

Momentum did an amazing job for company! They were prompt, readily available and answered all the questions I had making it an easy process!

Eric S

Mac was very helpful during our consultation. He provided a ton of helpful information on digital advertising, particularly Google LSAs. Thank you!

Rachel Primavera

The Momentum Digital team are experts in what they do. Their SEO and digital marketing services are very effective in ranking your business on Google and increasing lead generation. Not to mention their customer service is awesome! They are always ahead of the game and very responsive. They become a part of your team as well. Highly recommend Momentum Digital if you want to grow your business!!

Vareesha Butt

Momentum Digital has a clear understanding of how to use SEO and GBP to succeed in marketing your business while focusing on your brand. Excellent team, gets processes in order to achieve maximum capacity. A+ services⭐️