Paid acquisition built around boards, not homeowners.
Google Ads for HOA management companies, run on the queries boards type when a contract is actually in play. RFP-active, contract-end window, replacement search. A purpose-built landing page for every campaign, reporting tied to pipeline, and a budget that scales only as conversions prove out.
Sample metrics from Alloy partner engagements and industry benchmarks, shown as a guide. Your proposal shows the numbers for your firm.
Bidding on the queries boards run.
Most CAM accounts are built from an agency template: brand, non-brand, competitor. Broad match, no negatives, and a budget quietly spent on homeowners searching for pool hours and dues payments. The clicks are cheap because nobody with a contract to award is making them.
We structure campaigns around why a board is shopping (RFP-active, contract-end window, replacement search, expansion) and bid on the phrases directors type at each stage: “best community association management <metro>,” “replace HOA management company,” “HOA management RFP.” Phrase and exact match only, with negatives reviewed weekly so homeowner traffic never reaches the budget.
Ad copy for a director comparing four firms.
A board president reading your ad is weighing you against three other proposals, not looking for someone to fix a gate. Headlines, descriptions, callouts, and sitelinks are written to that reader: transition plan, financial reporting, communication cadence, the things that decide a vote.
Responsive search ads are tested monthly. Variants that win stay; variants that read like every other “experienced, responsive, local” agency get cut.
A landing page per campaign, not your homepage.
Each campaign lands on a page built for its intent (an RFP-track page, a market-expansion page, a replace-your-firm page) with the conversion path a director expects: what changes in the first ninety days, who they’ll talk to, how to request a proposal in two minutes. That alone lifts conversion three to five times over a homepage landing.
Pages are built on your domain, in your brand system, and reused across email and print once they prove out.
Budget allocated against pipeline value.
Bids are managed daily. Geo-targeting matches your actual service areas, and dayparting follows board-meeting cycles rather than a nine-to-five office schedule. The first two weeks run at conservative bids to gather data; spend scales as conversion paths validate, not because a month ended.
You pay Google directly for clicks on your own card. We never mark up or rebill media. The retainer covers strategy, build, and management, so there is no incentive on our side to spend more than the pipeline justifies.
Reporting a CFO can read without you in the room.
Click-through rate and cost per click tell you nothing about contracts. We report cost per qualified lead, cost per RFP invitation, and cost per signed contract, wired into your CRM or BoardSuite view so the board inquiry that started as a paid click is traceable to the signature.
Lead quality is scored and weighted by contract value, which is how a $300–$500 cost per lead stops looking expensive once a single signed association is on the other side of it.
Retargeting and LinkedIn, when they fit.
Boards research for months. Display and search retargeting keep your firm in front of directors who visited but didn’t submit, with creative that changes as the contract date approaches. LinkedIn Ads reach board members directly, but only when the portfolio target justifies the cost; most firms shouldn’t start there, and we’ll say so.
The full paid acquisition system.
Strategy, build, optimization, and reporting, wired to pipeline value, not vanity clicks.
How it works.
Four phases. A stable account in thirty days, scaled spend by ninety. The audit tells you whether paid belongs in your plan yet.
Existing campaigns, wasted spend, conversion tracking, and landing-page fit. If your map pack and SEO aren’t built, we say so and start there instead.
Campaign structure, keyword strategy, ad copy, landing-page brief, and tracking spec, approved by your leadership before any spend moves.
Live in thirty days. Tracking is wired first; the first two weeks run at conservative bids to gather data before budget scales.
Weekly bid and budget management, monthly creative rotation, quarterly account audit. Dead keywords are killed and winners scaled, so the account gets better with age.
Plain answers.
Should every CAM firm run Google Ads?
No. If your map-pack presence and SEO aren’t built, paid clicks land on a weak foundation and you pay for what organic would have delivered. Paid is one channel inside BoardReach™, strongest for firms entering a new metro or filling a near-term pipeline gap.
How is this different from a generic PPC agency?
A generalist bids on “property management <city>” and sends the click to your homepage. We bid on board-stage intent, write for directors comparing proposals, land each campaign on its own page, and report in contracts rather than clicks. The CAM vocabulary isn’t learned on your retainer.
Who pays the media spend?
You do, directly to Google on your card. We never mark up or rebill it. Our retainer covers strategy, build, and management. Standard monthly spend runs $4K–$25K depending on metro count, portfolio target, and competitor pressure.
What’s the minimum budget?
Enough media to gather conversion data the account can optimize against; we size it with you at the Strategic Review based on metro count and competition. If the budget can’t get there, we’d rather tell you than run it.
Is this included in BoardSuite?
Paid acquisition is part of the Accelerate and Ascend tiers (Google and LinkedIn; Ascend adds Meta). It’s also available standalone for firms that have the search foundation in place and need pipeline now.