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Stop Wasting Ad Spend: The 2025 Paid Media Strategy Every Multifamily Marketer Needs

Are you tired of seeing your ad dollars go to waste without yielding real results? In this episode of Riffing with Reid, we’re joined by Melissa Morris, Paid Media Manager at Digible, to uncover the only paid media strategy you need to dominate in 2025.

Melissa breaks down what’s actually working in paid media today, from AI-driven campaigns and Google PMAX optimization to Demand Gen tactics that convert clicks into leases. Whether you’re managing a $1K budget or scaling six-figure campaigns, this episode will show you how to stretch every dollar and make your media mix work smarter, not harder.

What’s your biggest challenge with paid media right now?

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Learn More About Digible:⁠ https://digible.com/?utm_source=dd_po...

Learn More About Mellisa Morris:⁠ https://digible.com/team/melissa-morr...

(00:00) Intro
(01:45) Melissa’s Journey
(06:38) Lessons from Nonprofit Marketing & Why She Joined Digible
(09:14) Rethinking Paid Media
(11:13) The Evolution of Google Ads
(14:26) Balancing Privacy, Data Security & Lead Quality
(15:28) Building Full-Funnel Strategies
(21:11) Smarter Keyword & Creative Strategies
(26:18) Making Attribution Work
(30:52) Regional Budgets & Scaling Data
(32:26) PMAX & DemandGen Explained
(39:03) Budget Allocation & Seasonality
(43:10) Optimizing Campaigns
(48:19) Front-Loading Budgets & Measuring Marginal ROI
(54:20) Why Human Strategy Still Matters in the Age of AI
(01:01:15) Uniting Paid Media, SEO & ILS