By Walter Fitzgerald
* A note on the author: At 83 years old, Walter isn’t your typical copywriter—and that’s exactly why we love him. His offbeat take on blogging and colorful storytelling make him a standout voice at ATYPICAL.
A Note From Walter
Alright, listen up, folks. Gone are the days when leasing a commercial space meant slapping a “For Lease” sign on the window and waiting for the perfect tenant to waltz in. If you’re still doing that, you might as well be sending out smoke signals and hoping for the best.
Today, if you want to lease a space fast, you need paid media—the kind that gets your property in front of decision-makers before they even realize they need a new space.
And no, I’m not talking about wasting your budget on some generic ad campaign that gets more clicks from bots than actual tenants.
I’m talking about a highly targeted, data-backed approach that makes sure your property is the first (and best) option tenants see when they’re ready to make a move.
The best part? It’s not just about getting in front of tenants—it’s about staying there. You know that feeling when you browse for a new pair of sneakers, and suddenly those same sneakers start following you around the internet like a clingy ex? That’s the power of re-targeting, and it works just as well for leasing commercial space.
So sit back, relax, and let’s break down how paid advertising can fill your vacancies faster than a broker hearing “free drinks” at a networking event.
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Why Paid Media is a Game-Changer for Attracting Commercial Tenants
“If a tree falls in the forest and no one is around to hear it, does it make a sound?” Well, in 2025, if your commercial space isn’t showing up online, does it even exist?
Let’s be honest—commercial tenants aren’t searching for space the way they used to. They’re not driving around looking for "For Lease" signs or flipping through industry magazines. They’re Googling, scrolling LinkedIn, watching property tours on Instagram, and clicking on targeted ads while half-listening to their fourth Zoom call of the day.
And the truth is, if your space isn’t showing up in their feed—or even better, showing up before they’re actively searching—you’re already behind.
This is where paid media changes the game. Unlike organic marketing, which takes time to build momentum, paid ads get your listings in front of the right tenants, right now.
Now, before my inbox fills up with angry messages from the SEO purists—organic marketing absolutely has its place. In fact, organic search (SEO) drives more leads than paid advertising in the long run. When done right, organic efforts—like optimizing your website for search engines, posting valuable content, and maintaining a strong social media presence—help build credibility and generate consistent, high-quality tenant leads over time.
But here’s the problem—organic takes time. You could spend months climbing the search rankings or building your LinkedIn audience before seeing real results. And if you’ve got vacancies to fill today, you can’t afford to wait.
That’s why paid media is the perfect complement to organic marketing. While SEO and content marketing lay the groundwork for long-term success, paid ads fast-track your visibility, getting your property in front of the right tenants.
With the right approach, paid ads allow you to:
Skip the wait – Get instant visibility while you wait for your organic strategy to start bearing fruit.
Target precisely – Show your listings to business owners, franchise operators, and corporate tenants based on location, industry, job title, and even their past online behavior.
Dominate multiple touch-points – A tenant might see your ad on Google, then Instagram, then LinkedIn, and then again on YouTube—by the time they’re ready to move, your property is the first they think of.
Re-target warm leads – If a potential tenant clicks your listing but doesn’t inquire, re-targeting ads ensure they keep seeing it until they’re ready to take action.
But here’s the real kicker: it’s not just about showing up—it’s about showing up smart. A poorly optimized paid campaign will burn through your budget faster than a broker at happy hour. That’s why this guide isn’t just about running ads—it’s about running them the right way to attract serious tenants and get leases signed.
So, where do we start? By understanding the tenant’s digital journey and how paid media fits into every stage of their decision-making process.
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Understanding The Tenant’s Digital Journey
Today’s tenants don’t wake up one morning, type “office for lease” into Google, and sign a deal by lunchtime. Their search for commercial space starts long before they ever reach out to a broker—and if you’re not visible at each step of that journey, you’re losing tenants to landlords who are.
The days of relying solely on LoopNet and CoStar are over. While these platforms still play a role, they’re crowded, competitive, and expensive.
More importantly, tenants aren’t just using listing sites to find space anymore—they’re searching Google, scrolling through social media, clicking on targeted ads, and researching locations long before they make a move.
If you’re not showing up across multiple touch-points, you’re invisible to the very tenants you’re trying to attract. Let’s break down how today’s tenants search for commercial space and, more importantly, how paid media ensures your property is the one they see first.
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The Best Paid Media Channels for Attracting Tenants to Your Commercial Property
Not all advertising platforms are created equal. Some will put your property in front of the right tenants at the right time—others will just burn through your budget faster than a broker at happy hour.
The key to a successful paid media leasing strategy isn’t just about running ads—it’s about knowing where to run them. Each platform serves a different purpose, and if you’re only relying on one, you’re leaving money (and potential leases) on the table.
Let’s break down the best advertising channels for attracting and converting commercial tenants, and more importantly, how to use each one effectively.
Google Search: The Tenant Magnet
When a tenant searches for “retail space for lease in [city]”, they’re not just casually browsing—they’re ready to take action. Google Search Ads put your property listing at the top of the search results, ensuring that your space is the first thing tenants see when they’re actively looking.
But here’s the thing—not all keywords are created equal. If you’re bidding on broad terms like “commercial real estate”, you’ll attract a flood of clicks that lead nowhere. Instead, focus on high-intent, location-based searches, such as:
“Office space for lease in downtown Atlanta”
“Warehouse for rent near [zip code]”
“Retail storefront available in [neighborhood]”
Pro Tips for Google Search Ads:
Use Call Extensions – Add a “Call Now” button so tenants can contact you instantly.
Target Location-Based Searches – Keep your ad spend efficient by only showing ads to people in relevant geographic areas.
Why it Works:
Google Search Ads capture tenants at the exact moment they’re looking for space, making it one of the most effective ways to generate leasing inquiries.
Social Media Ads: Capture Tenants as they Scroll
Think commercial tenants aren’t scrolling social media? Think again.
Business owners, franchisees, and corporate real estate teams are on Facebook, Instagram, and LinkedIn right now. The right ad can put your property on their radar before they even start actively searching.
Facebook & Instagram Ads – Visual-driven platforms like these work best with:
Carousel ads showing multiple angles of your space.
Video walk-throughs in Instagram Stories.
Lead form ads where tenants can inquire without leaving the platform.
Why Facebook & Instagram Ads Work: Facebook and Instagram build awareness and interest, putting your property in front of decision-makers before they even start actively searching. Also, it’s generally a lot cheaper to reach a wide audience compared to other channels.
LinkedIn Ads: The B2B Powerhouse - If you’re targeting corporate tenants, professional firms, or franchise operators, LinkedIn’s targeting tools are great. Although they generally don’t perform as well as Meta for listings.
Target by job title - Think franchise owners, real estate managers, and tenant reps.
Focus on industry prospects.
Promote leasing incentives & market insights to decision-makers.
Why LinkedIn Ads Work: LinkedIn allows you to target high-value tenants directly, making it one of the best platforms for leasing professional and corporate spaces.
Re-targeting Ads: The Secret to Staying Top-of-Mind
Most tenants don’t sign a lease on the first click. They browse, compare, and take their time. Re-targeting ads ensure that you stay in front of them throughout their decision-making process.
Ever notice how after visiting a website, you suddenly start seeing ads for that same product everywhere? That’s re-targeting, and it works just as well for leasing commercial space.
How Re-targeting Ads Work:
Someone visits your property listing but doesn’t inquire.
Later, they scroll through Instagram and see an ad with a video tour of the space.
A few days later, they see another ad on Google featuring a limited-time leasing incentive.
They click, inquire, and book a tour.
Pro Tips for Re-targeting Ads:
Dynamic Re-targeting – Show personalized ads based on the specific property a prospect viewed.
Lead Nurturing Ads – Instead of just pushing “Lease Now”, serve ads with tenant testimonials, leasing incentives, or neighborhood highlights.
A/B Test Your Messaging – Test different calls to action: “Schedule a Tour” vs. “See Availability”, and optimize based on performance.
Why Re-targeting Works: Re-targeting ensures you don’t lose potential tenants who need more time to decide.
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Common Paid Media Mistakes (And How to Fix Them) When Attracting Commercial Tenants
Running paid media campaigns for commercial leasing can be a game-changer—but only if you do it right. Otherwise, you’ll watch your ad budget disappear faster than a prime retail space in a booming market.
A well-optimized paid campaign puts your property in front of the right tenants at the right time. A bad campaign? That’s just money down the drain. If your ads aren’t generating quality leads, it’s probably because of one (or more) of these common mistakes.
Let’s break down the biggest paid media missteps—and, more importantly, how to fix them.
Targeting is Too Broad:
The Problem: Google Ads are powerful, but if you’re targeting broad, generic keywords like “commercial real estate” or “office space”, you’re inviting clicks from people who have zero interest in your property. Worse, you could be attracting buyers instead of tenants, or people looking for residential real estate.
The Fix:
Focus on High-Intent, Location-Based Keywords – Instead of “office space”, try:
“Office space for lease in [city]”
“Retail storefront available in [neighborhood]”
“Warehouse for rent near [zip code]”
Use Negative Keywords – These tell Google what NOT to show your ad for. Add terms like “for sale” or “apartment” to filter out irrelevant searches.
Monitor Search Terms & Adjust – Check your Google Ads search term report regularly to see what people are actually searching for when they click your ad. Cut out irrelevant searches and double down on what’s working.
Ignoring Retargeting (a.k.a. Letting Warm Leads Go Cold)
The Problem: Most tenants don’t inquire the first time they see your ad. They browse listings, compare properties, and take their time deciding. If you’re not running retargeting ads, you’re losing warm leads to landlords and brokers who are.
The Fix:
Set Up Retargeting Ads – Use Facebook, Instagram, LinkedIn, and Google Display retargeting to keep your property top-of-mind.
Run Dynamic Retargeting Ads – These show tenants the exact property they viewed earlier, making them more likely to come back and inquire.
3. Weak Ad Creative (a.k.a. Boring Listings Don’t Sell Space)
The Problem: A static image of an office building with “Space Available” slapped across it isn’t going to stop anyone mid-scroll. If your ads aren’t visually engaging, tenants won’t even notice them—let alone click on them.
The Fix:
Use High-Quality Visuals – Invest in professional photography and video tours. If your ad doesn’t showcase the space, why would anyone click?
Test Video & Interactive Ads – Try:
Instagram Reels & Stories featuring quick property walk-throughs.
Carousel Ads with multiple angles of the space.
Include a Strong Call to Action (CTA) – Your ad should clearly tell tenants what to do next:
“Schedule a Tour Today”
“See Available Spaces”
“Get Leasing Details”
4. Not Following Up on Leads (a.k.a. Leaving Money on the Table)
The Problem: A tenant submits an inquiry, and… nothing happens. No response. No follow-up. By the time someone reaches out, they’ve already signed a lease somewhere else.
The Fix:
Respond Within 24 Hours – Speed matters. Leads that are followed up within a day are more likely to convert than those that aren’t.
Use Automated Email & Text Follow-Ups – If you can’t respond instantly, set up an automated system that:
Sends a thank-you email with next steps.
Follows up within 48 hours if they haven’t booked a tour.
Include a limited-time leasing incentive to encourage action.
Use a CRM to Track Leads – If you’re getting inquiries but losing deals, a customer relationship management (CRM) system helps track follow-ups, conversations, and lead status.
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Reporting & Analytics: How to Track What’s Working (and What’s Not)
Launching a paid media campaign is just the beginning—tracking and optimizing performance is where the real magic happens. Without data, you’re guessing. And guessing leads to wasted budget, bad leads, and empty spaces.
Let’s break down the key metrics you should track, how to optimize your campaigns, and how to report results in a way that actually matters.
Here’s what you need to track at every stage:
Impressions: How many people saw your property ad?
Clicks: Who engaged enough to want to learn more?
Engagement: Did they watch your full virtual tour or bounce after a few seconds?
Inquiries: How many reached out for more information or scheduled a tour?
Conversions: How many of those inquiries turned into signed leases?
By tracking these touchpoints, you can pinpoint exactly where prospects drop off and where your marketing shines. Maybe your Google Ads bring in tons of clicks, but your website isn’t converting. Or maybe your LinkedIn campaigns have lower engagement but lead to higher-quality inquiries. Without this data, you’re leaving opportunities (and money) on the table.
How to Build Reports That Your Bosses Actually Care About:
Let’s face it: no one in the boardroom wants to hear about CTR or CPC. They want to know how marketing is helping achieve business goals—filling vacancies faster, improving tenant quality, and maximizing revenue.
Here’s How To Get Them Excited About Marketing Reports:
Tie Metrics to Business Objectives: Don’t just show how many people clicked on an ad. Show how marketing efforts reduced vacancy rates, shortened lease-up times, or attracted higher-value tenants.
Ditch Vanity Metrics: Reach and impressions are nice, but they don’t sign leases. Focus on metrics that matter—Cost-Per-Lead (CPL), Conversion Rates, and Return on Ad Spend (ROAS). These are the numbers that speak to your bottom line.
Visualize the Journey: Use clear dashboards and visual reports that map the entire tenant journey from first contact to signed lease. Tools like Google Analytics, HubSpot, or specialized CRE CRMs can help you paint a full picture.
But here’s the challenge: higher-ups often want to see results yesterday.
To manage expectations (and keep your sanity intact), break down your overall KPIs into incremental goals. Take the total leads, inquiries, or conversions you aim to hit by the end of the campaign and spread those across the weeks or months your campaigns are running.
This approach gives you:
A Clear Progress Tracker: You’ll always know if you’re on pace or if tweaks are needed.
Agility to Optimize: Spot underperforming channels early and adjust before it’s too late.
Proof for the Bosses: Most importantly, it gives you consistent wins to show leadership that marketing is working—even before the final lease is signed.
So, while patience is key, having a roadmap with measurable checkpoints will keep your marketing on track and your leadership team confident in the process.
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When to Bring in the Pros
If running paid media campaigns feels like a full-time job, that’s because it is. Between managing ad budgets, optimizing targeting, testing creatives, and tracking conversions, things can get overwhelming—fast.
If your ads aren’t generating quality leads, your cost per inquiry is sky-high, or you just don’t have the time to manage it all, it might be time to bring in a CRE marketing agency (cough, like ATYPICAL, cough). Especially one that specifically offers leasing campaigns (like we do, find out more here if you’re an owner/operator, and here if you’re a broker).
Whether it’s optimizing your listings, running hyper-targeted ad campaigns, managing re-targeting efforts, or handling all the reporting, having experts take the reins means faster lease-ups and better tenants—without the stress.
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Walter’s Final Thought
Well, partner, if you’ve made it this far, you’re already miles ahead of the landlords still relying on “For Lease” signs and crossed fingers. The truth is, tenants are out there searching for space—you just have to make sure they find yours first.
Paid media isn’t just about throwing money at ads—it’s about strategically placing your property in front of the right tenants, at the right time, on the right platform. Do it right, and you’ll fill vacancies faster than ever. Do it wrong, and, well… enjoy watching your ad budget disappear with nothing to show for it.
Now, if you’re thinking, “This all sounds great, but what if I don’t want to spend big on ads?”—I hear you. Organic marketing is still one of the best ways to attract tenants, and we’ve got a blog coming soon that’ll show you exactly how to do it—without breaking the bank.
So stay tuned. In the meantime, get those ads dialed in, track what’s working, and, for the love of all things CRE, follow up on your leads.
Now, go lease that space—time’s ticking.
As Always,
Stay ATYPICAL 😉