Lead-to-rental conversion up from 42% to 57% across 200+ locations

How a multi-location self-storage brand in the US and Canada beat its lead and rental targets by restructuring Google Ads, adding Meta, and tracking every lead through to a rental.

Client

Self-storage operator, United States and Canada

Scope

$6.6M+ in paid media, 200+ location campaigns

Period

July 2025 to September 2026

Work

Account structure, Smart Bidding, AI Max, Meta, lead tracking

The challenge

Storage is local. Every facility serves its own neighborhood, has its own availability, and sits in a different market. The brand needed more rentals from paid search, with high costs per acquisition in competitive markets and a fast-growing list of new stores to launch.

What we did

Structure and bidding. We restructured match types, negative keywords, and bidding across 200+ location campaigns, moved the portfolio to Smart Bidding, and launched AI Max search campaigns.

Pacing. We built a daily spend-to-date pacing dashboard in Google Sheets so no location over- or underspent.

Meta. We planned and ran Meta lead generation and awareness campaigns across the US and Canada.

Lead tracking. We followed leads through to rentals to find where the funnel leaked.

The results

Lead-to-rental conversion compares the start of the engagement with the end. Conversions are rental forms and reservations.

Meta results

Lead pilot. 202 leads in 3 weeks from 39 ad sets. The pilot tested image against video for each store, and images drove 160 leads to video’s 29.

Awareness. 855K+ people reached on $64K, with site traffic up 15%.

Following each lead into the stores showed the real bottleneck was follow-up speed, which set up the next step: CRM sync and instant store alerts.

Why it worked

Growth came from repeating a consistent structure across locations, bidding toward conversions, and following leads all the way to a rental. Adding the next location got easier, not riskier.