Multi-site self storage operator

The problem

A multi-site operator running several separate storage brands across the North West, with a lead model built almost entirely on phone calls. That last detail is the whole story. Ad budgets were high, north of £10,000 a month, and poorly tracked, because the conversion data didn’t reflect how leads actually arrived.

When someone rings to book a unit, a standard analytics setup sees nothing. So money was leaking into keywords that never produced a single call, and there was no clean picture of what was working. On top of that, customer and lead management sat across a patchwork of disconnected legacy tools.

What we found

You cannot optimise what you cannot measure, and this account was optimising against the wrong signal entirely. The spend looked busy and felt productive. Underneath, a large share of it was buying clicks that never turned into the one thing that mattered: a phone ringing.

Before you touch a paid account, make sure it’s measuring the thing the business actually gets paid for. Here, that was a call, not a click.

The approach

We worked in the order that compounds, and measurement came first.

• Built 10+ websites across the wider portfolio, each set up to rank and convert in its own local market rather than competing with its siblings.
• Introduced intelligent conversion tracking matched to the phone-call lead model, so every call was captured and attributed to the source that earned it.
• Trimmed the wasted spend that cleaner data exposed, taking Google Ads from £10,000 a month down to around £3,000 with no drop in real leads.
• Pushed hard on organic, with dedicated SEO targeting the high-value commercial storage terms across the region.
• Built a bespoke CRM to the client’s exact needs, replacing the legacy tools and joining customer and lead management into one simple platform.

The outcome

A leaner, properly measured paid account spending a third of what it used to. Strong regional organic visibility for the terms that actually drive bookings, making them one of the most visible storage companies in the North West on search. And a single system running the business, instead of a pile of old tools no one trusted.

The lesson is the one we bring to every engagement: fix what you’re measuring before you spend another pound trying to improve it.