What Demand Marketing’s PMax Study Shows About Multifamily PPC Creative

The short answer: In Demand Marketing’s Google Performance Max (PMax) study, community amenity creative delivered approximately 25–29% lower cost per conversion than in-home imagery during the July–December 2025 analysis period. Average click-through rate (CTR) was 2.60% for outdoor community amenities, 2.77% for indoor community amenities and 2.26% for in-home amenities. The study also found higher conversion volume for community-focused creative after the campaign learning period stabilized.¹ The Problem: How AI Search Is Changing Multifamily Marketing Renters aren’t typing “apartments near