Cinch Self-Storage Google Ads PPC Success

Transforming Cinch Self Storage Google Ads PPC Performance

Cinch Self Storage, a dynamic and expanding self-storage provider in the UK, partnered with Maley in late 2023 to revitalise their Google Ads campaigns.

Through a combination of innovative strategies, meticulous execution, and a collaborative approach, Maley delivered remarkable outcomes that exceeded expectations.

Identifying Key Challenges

At the outset, Cinch’s Google Ads account presented opportunities for refinement and optimisation to better align with their growth goals. While the existing campaigns had been effective in some areas, there was room to streamline the campaign structure for scalability, update bidding strategies to leverage the latest features, and refresh ad copy to better engage customers.

Improving the accuracy of conversion tracking was another key area that could enhance reporting and optimisation efforts. Addressing these elements was seen as an important step in maximising the effectiveness of their advertising efforts.

Richard Owen, Managing Director of Cinch Self Storage, described their decision to partner with Maley: “We were looking for a partner who could take our Google Ads to the next level. Maley came highly recommended having had experience in the sector, and their expertise and clear plan gave us confidence they were the right fit.”

Strategic Overhaul and Immediate Priorities

Following an initial audit, Maley conducted a detailed analysis of Cinch’s account to identify areas where improvements could be made. The audit outlined actionable recommendations designed to align the account with Cinch’s growth ambitions. Key priorities included streamlining the campaign structure, implementing more effective bidding strategies, and linking Google Business Profiles to improve local targeting. This roadmap focused on building a solid foundation for future success and ensuring the campaigns were well-positioned to support Cinch’s expanding portfolio.

The onboarding process was thorough and focused. Maley conducted in-depth research into Cinch’s business, competitors, and industry trends. A comprehensive PPC strategy was developed, centered on restructuring campaigns to target both local and national audiences effectively. The strategy focused on improving local visibility and campaign efficiency across all storage locations, aligning with Cinch’s expansion goals.

Richard noted, “The onboarding process was seamless. Maley took the time to understand our business and presented a strategy that was tailored to our needs.”

Implementation and Early Wins

Before rolling out the new strategy, Maley addressed immediate priorities, such as updating conversion tracking and resolving critical issues in existing campaigns. This groundwork ensured accurate performance measurement and stabilised campaign performance.

Then the first phase of the new strategy was launched with test campaigns for newly opened facilities. The results were promising, with lead conversions generated from the first day.

Within a couple of months, the full rollout of the new campaign structure was complete, and all legacy campaigns had been replaced. The new approach delivered a significant improvement in lead generation and cost efficiency.

Driving Optimisation and Innovation

With the foundational work completed, Maley focused on continuous optimisation and innovation throughout 2024. In March, they introduced new ad copy variations that resulted in a measurable uplift in conversions, with users being guided straight to the most relevant action.

A comprehensive review of negative keywords was conducted, leading to the creation of new lists that reduced wasted clicks and optimised budget utilisation. Enhanced conversions were implemented through Google Tag Manager, ensuring secure and accurate data collection to inform campaign adjustments.

Midway through the year, refinements were made to the campaign targeting approach, resulting in increased reach, higher enquiry volumes, and improved cost efficiency.

Additionally, a display remarketing campaign was launched, utilising branded image and video assets to re-engage users who had visited the website but had not yet converted.

Richard remarked, “The level of innovation Maley brought to our campaigns was outstanding. Their ability to adapt and optimise in real-time made a huge difference.”

Sustaining Success and Supporting Growth

As Cinch continued to expand, Maley ensured their PPC strategy remained aligned with business objectives. In the latter part of the year, creative updates were introduced to improve user engagement, leading to noticeable uplifts in click-through and conversion rates. Proven campaign structures were replicated for new store openings, ensuring consistent success across the growing portfolio.

By the end of 2024, Maley’s efforts had generated an additional 15,000 conversions compared to the previous year (an uplift of 147%). The average cost per conversion decreased by 20%, reflecting significant improvements in efficiency and ROI.

Beyond these impressive metrics, the collaboration between Cinch and Maley extended to regular updates, detailed reporting, and a customised Looker Studio dashboard that provided actionable insights at the store level.

Looking Ahead

As of early 2025, Cinch and Maley are in their second year of partnership. With plans to support new store openings and increase budgets, the focus remains on driving growth and maintaining the exceptional performance achieved thus far.

Richard concluded,

“Maley Digital has been a game-changer for our business. Their expertise, responsiveness, and commitment to our success have been invaluable. We’re excited to continue this partnership and see what we can achieve together in 2025.”

Dean Duffield, Head of PPC Strategy at Maley summarised,

“This partnership highlights how a strategic and proactive approach to PPC management can transform a business’s advertising performance. Maley’s work with Cinch Self Storage demonstrates the power of tailored strategies, continuous innovation, and strong collaboration in achieving exceptional results and driving long-term growth.”