Lumo Peak-Season Growth

Lumo’s city search ads switch on and off automatically based on housing availability, while value-based bidding prioritizes completed rentals.

Published 5 November 2026

+74%

Rentals from Google Ads

+72%

Total rental value

+0.6%

Ad spend

−42%

Cost per rental

Client

Lumo Homes plc is Finland's largest residential real estate company, with over 43,000 rental homes in Finnish growth centers. Lumo's homes can be rented entirely online: renters browse available homes at lumo.fi and sign the lease in the online store, with no application or queue.

Objective

Summer is Lumo’s most important rental season. Ahead of it, falling search impression share raised a concern: the existing campaign structure might leave Lumo with too little visibility when demand was highest. City and neighborhood searches shared ad groups and generic ad copy. The audit found low Quality Scores on some keywords, with weak ad relevance a recurring issue. Ads and landing pages needed to match the specific area people were searching for. The goal was to strengthen search visibility and grow rentals within the existing ad spend, while directing advertising to areas with enough homes available.

Solution

Intentio built an automated advertising engine around Lumo’s housing data. The new city and neighborhood structure went live in May, alongside a change in bidding strategy. • Relevant ads for each area. The engine builds city campaigns and neighborhood ad groups from Lumo’s listing feed. Each area has its own keywords, tailored ads and landing pages. Broader city searches have separate ad groups. • Advertising that follows availability. The feed updates daily. Neighborhood ad groups pause when availability falls below the agreed level and restart when it recovers. • Bidding that prioritizes rentals. Most city campaigns moved to value-based bidding. Completed rentals carry the greatest weight, alongside registrations and other leads. • Ads and budgets refined through the season. New copy combined neighborhood names with Lumo’s service benefits. Intentio also moved budget between campaigns based on conversion value per euro, with more of the summer spend allocated to July and August than in the previous year.

Diagram / Campaign structure

01
Housing data
City, neighborhood and availability
02
Automation
City campaigns and area ad groups
03
Search ads
Area-specific keywords, ads and landing pages

Availability checked daily → ads run or pause

Data / Google Ads

Google Ads growth

Summer results · June–August 2026 vs. 2025

+74%

Rentals

+72%

Rental value

+0.6%

Ad spend

−42%

Cost per rental

Monthly rentals from city campaigns

Relative scale: city campaigns in June 2025 = 100%

20252026Labels = year-on-year change

Results

From June to August, rentals from Google Ads grew 74% year on year while ad spend increased by just 0.6%. Cost per rental fell 42%, and the total value of those rentals grew 72%. Non-brand campaigns delivered 113% more rentals on 4% more ad spend. Registrations from Google Ads also grew 67%. The new structure matched neighborhood searches with ads and landing pages for that area. By August, the city campaigns’ combined search impression share was 32% higher than a year earlier.