Saving $27,000 and Boosting Engagement 15% – Streamlined Digital Marketing for Self-Storage Chain [CASE STUDY]

The Client

A prominent self-storage company boasting 20 locations within a bustling region, our client relied heavily on digital marketing to drive traffic and generate leads. Despite a significant monthly investment in Google AdWords, the returns were not reflecting the potential of their spend.

The Challenge

The client’s AdWords account was a case study in inefficiency, marked by:

• Irrelevant Keyword Matches: Ads were appearing for unrelated searches, leading to a wasteful expenditure of over $27,000 annually on clicks with no conversion potential.
• Ad Overlaps: Multiple ads were competing for the same keywords, unnecessarily inflating costs.
• Poor Geographic Targeting: Ads were mistakenly targeting users in distant locations like China and Russia, far from the intended market.
• Neglected SEO Foundations: The client’s online presence required a thorough cleanup, from individual location pages to leveraging Google Business listings for improved local SEO.

These issues not only drained financial resources but also diverted attention from genuinely interested local customers.

The Solution

Our intervention was multi-faceted, addressing both immediate inefficiencies and laying the groundwork for sustained online visibility:

• AdWords Optimization: We refined the client’s AdWords strategy by eliminating irrelevant keywords, rectifying ad overlaps, and tightening geographic targeting to focus on the local market.
• Monthly Maintenance Routine: We empowered the client with a simple, yet effective system to review and adjust their AdWords keywords monthly, turning a potential annual loss into a strategic check-in point.
• Local SEO Enhancement: By optimizing each location’s online presence, incorporating reviews, and maximizing Google Business profiles, we strengthened the client’s local SEO footprint.

The Impact

The strategic overhaul of the AdWords account and enhanced SEO practices yielded significant results:

• Cost Efficiency: The monthly keyword review process eliminated wasteful spending, saving the client an estimated $27,000 annually.
• Increased Engagement: Refined ad targeting and improved local SEO led to a 15% increase in website traffic and phone inquiries, connecting the client with a more relevant and engaged audience.
• Strategic Empowerment: The client gained a deeper understanding of digital marketing efficiencies, transforming shock at past inefficiencies into satisfaction with their newfound control and effectiveness.

Client’s Reflection

“Discovering the extent of our wasted ad spend was a wake-up call. The strategic guidance and optimizations not only saved us a significant amount of money but also increased our engagement with potential customers. We’re now confident that our marketing budget is being spent wisely, driving real business results.”