Using paid advertising online to market an apartment can be an expensive endeavor. From competitive and oversaturated markets that demand high visibility, to competing for clicks with less advertising slots available on Search Engine Results Pages (SERPs), paying per click can potentially leave you with a pretty sizable advertising bill. Google’s recent removal of all of the ads in the right sidebar on their SERPs has shaken up both competition and ad spends for many key phrases. Competitive markets, like Phoenix, DC, and Boston, can have multifamily managers paying over $3.00 for every click to their site. Coupled with high competition, bidding wars can drive prices up just to get someone at the very top of your marketing funnel.