[Webtistic]

In very basic terms, with Adwords, make sure you set-up different Adgroups for landlords and tenants and for tenants add an additional one call it, say 'Location-Specific'.

Then on this Adgroup, use Googles 'keyword insert' option when writing the ad copy which will allow you to display the location the searcher has typed into the Google and use location-based keyphrases. Make sure you use the exact phrase option for this to start with.

So, for example, if somebody is looking for 'room to rent in Manchester', using keyword insert will display their exact search term into your ad copy and you can't get more relevant than that! This will give you a high CTR and will subsequently reduce your click costs over time.

Again, this is a very simplistic example and there are loads more things you can do to optimise further, but it gives you an idea...