Stop wasting ad spend and start turning every click into a lease.

In this episode of Riffing with Reid, Melissa Morris, Paid Media Manager at Digible, joins us to break down the only paid media strategy you need to win in 2025.

Melissa shares hard-won lessons from managing campaigns with budgets as small as $1K and as large as six figures and reveals how to make AI, PMAX, and DemandGen work for you instead of draining your budget.What’s your biggest challenge with paid media right now?Let us know in the comments below and subscribe to Riffing with Reid for more multifamily marketing insights!

Learn More About Digible:⁠ https://digible.com?utm_source=dd_podcast&utm_medium=episode_description

(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