How We Increased Lead Volume by 381% for a Latvian Storage Rental Business
Introduction
We’re excited to share a case study about how we increased lead volume and conversion rates for a storage rental business in just two months. Previously, our client acquired leads for approximately €5–6 each. Now, the number of service inquiries has grown by 381%, while the cost per lead has dropped by 56%.
What strategies did our team use to achieve such impressive results in a short timeframe? Find out in this article!
About the Project
Our client approached us with an interesting business concept: renting small storage units in Latvia ranging from 1.5 m² to 27 m². These units are secure, dry, and accessible 24/7. Customers can also opt to have electricity installed. These convenient storage boxes are perfect for seasonal items and can be used by both individuals and small businesses.
Goals and Objectives
The client’s business was already performing well, but they approached us with a specific request to increase the number of leads within their set budget. We were inspired by the potential of this project and eagerly took on the challenge to promote their company.
Tactics and Strategies
Unique Selling Proposition (USP)
We used the client’s existing USP—“Rent a storage unit for 6 months and get 1 extra month free.” This offer was integrated into Google Ads and promoted as part of a special campaign.
Ad Account Optimization
- Restructured the Google Ads account and refined the semantic core.
- Implemented new bidding strategies.
- Rewrote ad copy for better engagement.
- Fully reconfigured conversion tracking and added conversion value to enhance Google’s learning algorithms.
Advertising Channels
We introduced a new Google Ads campaign type: Demand Gen. This campaign focuses on creating visually appealing media content to attract attention to products or services. In our case, we used YouTube and email for advertising.
Demand Gen campaigns, as a new ad type, are prioritized by Google over others in the Discovery network. We created video scripts and worked with professional actors to produce engaging reels and desktop video ads. A separate budget was allocated for this campaign.
Results
The combination of the new Demand Gen campaign and a meticulously optimized search campaign delivered exceptional results.
In just two months, we achieved the following KPIs (compared to initial metrics):
- Lead volume increased by 381%.
- Cost per lead decreased by 56%.
- Cost per click reduced by 20%.
Through targeted advertising, we highlighted the best aspects of the client’s business:
- Competitive offers
- Convenient storage locations
- A large number of available units
- Excellent value for money
- Reliable and accessible service
Our recipe for success: effective marketing strategies, a well-structured ad account, seamless communication with the client, and a dedicated team that worked diligently on the project.
Future Plans for the Business
To take this project to the next level, we will add remarketing campaigns and implement an advanced advertising strategy in the coming month.
