Firstly I'll point out that I'm biased, as (like the ad.) "we liked it so much, we bought the apartment!"
A block of 14 private apartments, located 1 row back from the seafront, behind the Illa d'Or Hotel. I can only speak for myself and the other three or four apartments I've been into, but generally speaking you'll find not super luxury, (the prices aren't 'luxury' either!) but clean, comfortable apartments. They each have a small balcony (big enough to sit out and eat) facing the road at the front of the block and some have partial sea views. There's a door from the apartments directly out to the pool area at the rear, so kids don't need to go out onto the road at all.
The bar, restaurant and pool area to the rear were all entirely refurbished this year and provide anything from a sandwich to a fillet steak - and it's all good! The bar/restaurant is called 'Laguna' and is run by a Mallorcan guy called Jacko and his Scottish wife Jane. I believe there's a link to their website with pictures in the restaurants section of the site. They offer some low key (not noisy) entertainment around the pool a couple of evenings a week. They also have a couple of big screen TV's that show Sky sports (with the sound turned off, so it's not intrusive). They also have free WiFi.
Hope this helps.