2020’s lockdowns led to a rise in people creating home offices and carrying out renovations and Access Self Storage’s leads rocketed – but how do you keep that momentum? Access tasked us with building on its success in a steadying market, with a goal of 15% growth. With 60 stores nationwide – each tailored to address local demand, competitor pricing and offers – we needed to put together a smart, nuanced strategy to achieve Access’ goals.
Our account structure divided up the key areas, heatmapping to highlight areas needing re-optimisation. That meant we could optimise a separate pool of stores not hitting targets and combine this with insights from the client of stores reporting a drop-off in leads. We trained smart bidding campaigns alongside reliable, long-standing strategies to find customers most likely to become leads, while using ad customisers meant offers could be shown within the ad, making for the most relevant, compelling copy possible.
We’re delighted to have delivered on Access’ goal of a 15% increase in leads – no mean feat with decreased search volume, high competition, and changing consumer behaviour. The client’s internal reports also indicate revenue growth, too! Throughout the campaign we took a cohesive approach to digital marketing, having wider conversations around first-party data capture and offline conversion tracking. The future looks exciting too, as we’re looking to tie revenue generated back to a user’s ad click in Access’ custom CRM.
