Turning Ad Data Into 97% More Leads for CWS
Navigating competitive markets into growth engines – in just 90 days.
the overview.
Q1 was good. Q2 was game-changing.
In just 90 days, CWS experienced a dramatic surge in marketing performance across Paid Search and Paid Social in some of the toughest ad markets in the country.
By combining sharp geographic targeting, smarter bidding, boosted budgets, and scroll-stopping creatives, their portfolio achieved
And those aren’t the only impressive numbers.
the challenges.
CWS operates in some of the toughest ad markets in the country – think Dallas, Austin, and other high-demand metros. Competition here is fierce, CPCs are high, and performance can swing wildly from week to week.
Inconsistent metrics:
Several accounts showed volatile results during the 90-day learning period
High CPAs & low conversion rates:
Especially in major cities like Austin and Dallas
Declining engagement:
Regional awareness campaigns saw lower click-through rates (CTR) and fewer clicks
Creative fatigue:
Social video ads lacked the dynamic quality needed to stand out in competitive feeds
the solutions.
Taking all of the previous factors into consideration, Repli’s Paid Media team launched a multi-pronged optimization strategy that rolled out in Q2 of 2025.
01. Hyperlocal Geographic Targeting
We swapped broad ad groups for hyper-local campaigns that prioritized smaller, surrounding cities in Local campaigns, while intentionally keeping Nonlocal campaigns broad for reach.
For Example, “Apartments in Dallas” became a cluster of targeted ad groups for Arlington, Plano, Frisco, etc.
In regional awareness campaigns, we expanded the targeting radius where needed and refreshed copy to match the new reach.
The Dallas/Fort Worth account alone saw 86% more clicks after expanding the radius and updating copy.
02. Bidding: From Manual to Machine-Learning Muscle
We transitioned most accounts from Manual CPC bidding to Maximize Conversions, enabling Google’s algorithm to automatically adjust bids in real time.
→ Increased conversion volume by capturing more high-intent traffic
→ Lowered CPAs and optimized spend toward most efficient opportunities
For accounts where this change didn’t deliver the desired lift, we pivoted to a Target CPA strategy.
→
Delivered immediate cost efficiency gains
→ Maintained or improved conversion rates without sacrificing lead quality
03. Budgets that Backed the Strategy
When competition is high, underfunded campaigns simply can’t keep up.
After accepting increased ad budget recommendations by the Paid Media Team, CWS was able to hold steady in competitive auctions, capture more impressions from high-intent searchers, and maintain consistent delivery instead of daily slowdowns.
04. Performance Max: The Expansion Engine
Performance Max campaigns became a quiet hero in our Q2 toolkit, powerfully expanding reach in a cost-effective way.
By letting Google’s automation work across channels,
we saw a
48% quarter-over-quarter increase in conversions with a stunning $14.18 CPA.
05. Paid Social Gets a Glow-Up
Lastly, instead of Meta’s default templates, our team produced dynamic, high-energy videos in CapCut, designed to stop the scroll and spark interest.
With video content growing in popularity, this shift contributed to a strong paid social performance with impressive numbers like
the results.
For CWS, Q2 proved that precision beats volume, creativity drives clicks, and data should always lead the way.
These optimizations have now been rolled out across the portfolio, setting a new baseline for performance and proving that in multifamily marketing, strategy scales. CWS now has a tested playbook for scaling success quarter over quarter:
our partnership.
With over 50 years of expertise, CWS has built a reputation for excellence in the acquisition, development, and management of luxury apartment communities nationwide – now boasting a portfolio of more than 29,000 apartment homes.
Through their partnership with Repli, CWS has amplified their digital presence, elevating how they showcase their diverse and growing portfolio to prospective residents across the country.
from our team.
“I’m all about testing new strategies because sticking to just one approach usually leads to stale results. In paid advertising, if you’re not experimenting with new tactics or tools, someone else is, and their ads will likely outperform yours. In digital marketing, things are constantly evolving, and staying adaptable is key.”
Mariana Duarte
Senior Paid Media Strategist at Repli
About Repli.
Repli is a global prop-tech company with an all-in-one marketing platform built by rebels at heart.
We work with multifamily properties and organizations around the world to help them own their online presence. We’re here to simplify the prospect-to-resident experience, creating and connecting the dots wherever you show up online – from websites and SEO to ads and beyond. We’re not an agency… we’re a class of our own, and we're here to shake sh*t up for good.
About CWS Apartments.
With over 50 years of expertise, CWS has built a reputation for excellence in the acquisition, development, and management of luxury apartment communities nationwide – now boasting a portfolio of more than 29,000 apartment homes.
Through their partnership with Repli, CWS has amplified their digital presence, elevating how they showcase their diverse and growing portfolio to prospective residents across the country.
Paid advertising that stands out.
Get qualified leads to drive up occupancy with targeted paid search, social, and remarketing campaigns.
