Google is Retiring Enhanced CPC—Here’s What Apartment Marketers Need to Know

If you’re running Search or Display campaigns, big changes are coming to Google Ads. As of March 15, 2025, Google will officially end the Enhanced CPC (ECPC) bid strategy. While this might seem like a big shift, it presents an opportunity to optimize your bidding strategies for better performance and efficiency.

What’s Changing?

Starting in October 2024, advertisers could no longer be able to opt into the ECPC bid strategy for Search or Display campaigns.

Additionally:

• ECPC has removed from any campaigns that have already switched out of it.
• Existing campaigns still using ECPC can continue running until March 15, 2025.
• After that date, all remaining ECPC campaigns will be automatically migrated to Manual CPC.

How to Prepare for the Transition

With ECPC going away, now is the time to explore alternative bidding strategies that align with your goals. To ensure a smooth transition:

• Closely monitor campaign performance as you adjust your bidding strategy to avoid major fluctuations.
• Manage spend and performance by tweaking budgets and targets where necessary.

Choosing the Right Bidding Strategy for Apartment Marketing

For multifamily marketers, choosing the right bidding strategy can make all the difference in driving high-quality leads and increasing occupancy efficiently. Here are some recommended approaches:

✅ Maximize Conversions or Target CPA: If your goal is to generate more lease applications or schedule more tours within your budget, these strategies are ideal. Target CPA helps ensure you're paying the right amount per conversion, optimizing your ad spend for the best return.

✅ Maximize Conversion Value or Target ROAS: If you're focused on increasing ROI, these strategies can help ensure every dollar spent delivers maximum value. This is especially useful for communities with different unit types and pricing tiers, allowing you to prioritize high-value leads.

✅ Maximize Clicks or Target Impression Share: If brand awareness is key—such as for a new lease-up—these bidding options help drive traffic to your website or increase visibility on search results, ensuring potential renters see your community first.

✅ Pay-Per-Conversion (Display Only): If eligible, this strategy ensures you only pay when someone takes a valuable action, such as submitting a guest card or scheduling a tour. This can be a cost-effective way to increase engagement while minimizing wasted ad spend.

Siobhan is the Head of Marketing at Repli. With over 10 years of digital marketing experience, Siobhan is dedicated to pushing boundaries and disrupting the industry by sharing insights on trends, technology, and best practices to help multifamily marketers thrive. When she's not creating content, she's often traveling with her family, filming k-pop dance covers, or exploring her favorite restaurants.