Surprise! Suburban Keywords Are More Expensive Than Downtown—Here’s What You Need to Know

For years, digital advertisers have treated suburban keywords as the underdog—cheaper, easier to rank for, and a great alternative to ultra-competitive downtown markets. But here’s the kicker: that strategy is officially outdated.

Across the country, suburban keywords are no longer the budget-friendly hack they once were. In fact, in many cases, they’re outpacing downtown CPCs.

At Repli, we first noticed this shift in Austin, TX. As a growing tech hub with skyrocketing rents, Austin became a prime example of what’s happening nationwide: renters seeking affordability are driving up demand—and advertising costs—across suburban markets.

🚨 The Surprising Cost of Suburban Keywords

Repli’s latest research reveals that cost-per-click (CPC) rates in Austin’s suburbs are climbing at an unprecedented pace. Just take a look at the numbers:

📍 Cedar Park (25 minutes from downtown): CPCs shot up to $9.14 for local, non-branded keywords.
📍 Avery Ranch (24 minutes from downtown): CPCs hit $9.07 locally and $7.56 for non-local.
📍 The Domain (16-20 minutes from downtown): CPCs ranged from $4.51 to $5.61—still competitive, but significantly more affordable than Cedar Park or Avery Ranch.

These numbers aren’t just an Austin anomaly. The same pattern is emerging in markets across the country as suburban living becomes the go-to option for renters escaping downtown costs.

📈 Why Are Suburban CPCs Skyrocketing?

It all comes down to shifting renter behavior:

🥵 Downtown Rents are Becoming More Expensive: By 2025, Downtown Austin rents are projected to increase by 26%, pushing more renters to nearby suburbs like The Domain and Cedar Park.

💪 Demand Drives Digital Competition: More renters searching in suburban areas means more advertisers bidding on those same keywords—driving up costs.

💡 Developers are Investing in Suburban Markets: As renters shift, multifamily developers follow. This surge in new developments means more competition for ad space.

📊 What This Means for Your Digital Strategy

If your apartment marketing strategy is still centered on downtown properties, it’s time to pivot. Here’s how you can stay ahead of the curve:

🤔 Rethink Your Keyword Strategy—Suburbs Are No Longer “Cheap”

Don’t assume suburban CPCs will stay low. Monitor keyword costs regularly and adjust your bidding strategy based on real-time data.

📍 Craft Hyper-Localized Ad Copy

Renters searching for suburban options have different priorities—highlight affordability, green spaces, top-rated schools, and commuter convenience. Test messaging like:

• “Luxury apartments 20 minutes from downtown—without the downtown price tag.”
• “Pet-friendly homes in Cedar Park with easy access to Austin tech hubs.”
  
  

⭐️ Expand Your Geo-Targeting to Nearby Hotspots

Instead of focusing on one suburb, broaden your targeting. Look at trending areas where renters are searching and test different markets.

👀 Keep an Eye on the Bigger Picture

This trend isn’t just about CPCs—it’s about migration patterns, shifting renter preferences, and market economics. Staying informed will help you make data-backed marketing decisions.

📥 Want More Insider Trends?

This is just one of the major digital marketing shifts we uncovered in our latest research. Download our 2025 Digital Marketing Trends ebook to get exclusive insights on where the industry is heading—and how you can stay ahead.

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.