Big news from Google Ads: Performance Max campaigns now show exact search terms. This long-awaited update is a game changer for apartment marketers who have been trying to optimize their ad spend with limited visibility. If you’re running ads to drive leads and leases, this new insight can help you sharpen your strategy and reduce wasted spend.

Here’s what this means—and how you can use it to your advantage.

Why Search Terms Matter

In the past, one of the biggest drawbacks of Performance Max campaigns was the lack of clarity around what users were actually searching for when they converted. Without access to search term reports, it was tough to tell whether your campaigns were driving qualified traffic or attracting irrelevant clicks.

Now, with search terms visible in the insights tab, you can see exactly which queries are triggering your ads. This allows you to:

• Spot high-intent keywords like “apartments near me with in-unit washer and dryer”
• Identify irrelevant or low-quality search terms that burn through budget
• Better understand user intent behind your top-performing ads

How This Helps Apartment Marketers

This update is especially important for the multifamily industry, where qualified leads matter more than volume. You’re not looking for tire-kickers—you want people actively searching for their next home.

With this new level of detail, you can:

• Adjust ad copy and creative based on what people are actually searching
• Improve audience signals by refining what qualifies as high intent
• Fine-tune your budget by cutting out spend on unrelated traffic

It’s a smarter way to connect your community with real prospective renters.

Pro Tip: Use Negative Keywords Weekly

One of the biggest opportunities this update unlocks? Negative keywords. Now that you can see the actual terms being used, you can filter out searches that don’t align with your goals.

👉 Tip: Make it a weekly habit to review search terms and add negative keywords for anything unrelated, like “vacation rentals” or “free housing programs,” depending on your strategy.

This simple step can dramatically improve your cost-per-lead and lead quality.

The Bottom Line

Google’s addition of search term visibility in Performance Max is a huge win for advertisers—especially in a competitive market like multifamily housing. It brings Performance Max closer to the level of control marketers are used to with traditional Search campaigns.

If you’re an apartment marketer focused on results, this is your chance to take Performance Max from passive to powerful.

Need help making sense of your campaigns? ApartmentSEO is here to help you turn insights into leases.