Florida self-storage operator, 20+ locations · Paid media operations
Cost per acquisition driven to roughly half the target.
Context
A self-storage operator with more than twenty facilities across Florida, running location-level Google Ads campaigns against a corporate cost per acquisition target.
Problem
Account structure did not allow budget to follow performance: facilities with strong unit economics and facilities with weak ones drew from the same undifferentiated setup, and conversion tracking issues meant reported CPA was not comparable between locations.
Role
My role: account restructuring plan, tracking corrections, and the performance reporting the operator managed against. Team: the agency's paid media specialist executed in-platform campaign changes.
Work
Restructured the account so budget was allocated and measurable per facility, corrected the conversion tracking defects that made location CPA incomparable, and rebuilt reporting around the metric the operator actually managed to.
Outcome
Cost per acquisition reached roughly half the corporate target and held there across the reporting period, with per-facility performance finally comparable.