Google Ads for the temporary accommodation market in Germany (premium segment)

Project start: September 2025

I started managing this Google Ads MCC account for a PropTech company from Berlin in September 2025. Control was assumed over several accounts featuring campaigns in German and English, targeting users both within and outside Germany. The primary target audience consisted of expatriates seeking medium-term, furnished accommodation in Germany. This is a premium product aimed at high-net-worth clients, involving a longer decision-making cycle.

+27.68%

More booking requests

−17.47%

Reduction in cost per click (CPC)

+43.50%

Higher total revenue from bookings

Before/after comparison · 6 months · English-language campaigns in Germany

Actions taken

Upon taking over the accounts, critical issues were identified that were draining the budget without yielding any results.

1. Excluding bot clicks from the Search Partner Network
The Search Partner Network was generating massive automated bot traffic from sites in India and Pakistan. Low cost-per-click, but zero conversions. The network was disabled, and the budget was redirected to effective channels.

2. Clear language segmentation (DE / EN)
Without proper segmentation, expatriates were landing on irrelevant pages, which lowered the CTR and increased the bounce rate. Multilingual optimization was used to exclude irrelevant languages. Result: −17.47% CPC.

3. Excluding thousands of irrelevant keywords
A systematic process of creating negative keyword lists was implemented, adding thousands of terms across all accounts. This eliminated wasteful spending for a premium product that requires an audience with high purchasing power.

Strategy and scaling

1. Strategic separation: Search and Performance Max campaigns
A clear division between Search campaigns (controlled traffic with high-intent precision) and Performance Max (reach and scalability). New semantics, new thematic clusters, and new ad copy—not just optimization, but a complete relaunch. Result: +27.68% in conversions and +43.50% in total profit from bookings.

2. Competitive strategy for branded search
Starting in August 2025, competitors began actively bidding on my client’s brand keywords, driving up click costs. Targeted counter-strategies were developed and implemented to protect brand visibility and specifically reduce the brand CPC.

Do you want results like these?

+27.68% more booking requests and +43.50% in total profit from bookings — alongside a reduction in CPC. This is no coincidence, but the result of structured analysis, the elimination of hidden budget leaks, and a clear campaign strategy. Scaling in the temporary accommodation market requires far more than standard optimization.

Google