Right Audience, Right Funnel for Storage Company: A Google + Meta Ads Turnaround

The objective of this business is to generate leads. They were already running Google Ads campaigns bidding on relevant keywords, but faced two key challenges: reaching the right audience, and a rising cost per lead.

Challenge 1: Audience targeting. Based on search term analysis, I proposed a service + location strategy. For example, “self storage near Federation Square” or “packing services near Flinders Street Station.” This aligned campaigns with both audience location and business feasibility, since the company was previously losing leads to inquiries from areas too far to service. This significantly improved lead quality.

Challenge 2: Cost per lead. I implemented Meta Ads alongside the existing Google Ads, structuring campaigns by service and designated location. Meta Ads were positioned to drive top- and mid-funnel awareness, while Google Ads captured mid- and bottom-funnel intent. This combined approach reduced cost per lead significantly.

See screenshot below for the month-over-month increase in leads and decrease in cost per lead.

Key takeaway: I always aim to position a business for maximum profitability - generating more leads at a lower cost.