Meta-exclusive lead generation across a national Storage King network.
You operate multiple storage locations and want Meta Ads to work efficiently across your network — not just generate traffic, but produce bookable leads at a predictable cost.
Storage King needed Meta advertising to work at scale across 15+ locations nationally. The challenge with multi-location Meta campaigns is maintaining local precision without losing campaign efficiency across the portfolio — city-wide targeting wastes budget on customers who won’t drive to a specific facility, but separate campaigns for every location becomes complex to manage effectively. The brief was to use Meta as a direct-response channel — not brand building, not reach — and measure it against a clear CPL target. The 2023 industry benchmark for storage Meta CPL was $35–$55.
We built a hyper-local cluster model — each Storage King location had its own campaign targeting a strict 5–10km radius around the facility. This preserved local precision while keeping campaign management efficient across the portfolio through shared creative frameworks and audience structures that could be adapted per location. Store-level dynamic creative was built and tested for each location. Rather than running the same creative across all 15+ stores, we produced creative variants that referenced the specific facility — local imagery, local pricing, local move-in offers. Dynamic creative optimisation let Meta find the winning combination per location automatically. Meta Instant Forms were used instead of sending traffic to the website. For storage enquiries, a pre-filled Meta form that captures lead details within the platform converts significantly better than an outbound click to a website — especially on mobile, where most Meta traffic originates. The audience strategy combined two layers: life-event targeting (people who had recently searched for removalists, signed rental agreements or browsed real estate listings) and tight radius geo-targeting. The combination reached people with high storage intent within the specific catchment of each facility.
$18.50 average CPL across 15+ locations — 60% below the industry benchmark of $35–55. This was not a best-location result; it was the portfolio-wide average across the entire network. 11.2% lead-to-booking rate, which became the highest lead-to-booking rate across the entire Storage King store network. Meta Instant Forms produced leads that converted to bookings at a higher rate than the previous enquiry channels — the intent signals from the life-event targeting meant leads were further along in their decision process. 1.95% average CTR across the campaign — 2.3× the industry average for Meta storage advertising. The store-level dynamic creative significantly outperformed the generic facility photos that had been used previously. The campaign established that Meta can function as a direct-response engine for storage — not just a brand awareness channel — when the targeting, creative and form strategy are built specifically for how storage customers make decisions.
“The Meta campaign results across our network were the best lead performance we’d seen. The hyper-local approach meant each store was getting relevant local enquiries — not just network-wide traffic that didn’t convert locally.”
The same approach applies to any Australian storage operator with a similar starting point. The specific numbers will differ based on your market, competition and unit mix — but the structural logic is the same. The free audit shows you specifically what the gap looks like for your facility.
Written findings within one business day. No cost, no lock-in.
Response within one business day. No lock-ins. No automated sequences.
