EZ Storage
Small budget, big impact — 2× industry CTR and $0.26 CPC through hyper-local Meta targeting.
The Project
EZ Storage operates in highly localized markets, where reaching residents and professionals near their storage facilities is critical. With a small, focused ad budget, the brand’s objective was twofold:
Traffic – Drive high-quality website clicks from individuals actively seeking storage solutions.
Brand Awareness – Build consistent visibility within tight geographic zip codes to reinforce brand recognition and trust.
Unlike national competitors, EZ Storage prioritized precision over scale, aiming to stretch resources while maximizing relevance.
Quantitative Performance
All results achieved from May - August 2025.
Overall Investment and Delivery
Total Spend (May–Aug 2025): $4,636
Total Impressions: 538,342
Total Clicks: 17,629
Total Link Clicks (Engagement): 13,657
This translated into an average monthly spend of ~$1,159, aligning with the business strategy of modest but steady investment.
Efficiency Metrics
Estimated CTR (Clicks ÷ Impressions): 3.3%
Benchmark: Meta ads in real estate/storage industries average 0.9–1.5% CTR. EZ Storage outperformed by over 2x industry norms, reflecting strong audience targeting.
Estimated CPC (Spend ÷ Clicks): $0.26
Benchmark: Typical CPC for real estate/local services is $1.50–$2.50. EZ Storage achieved CPCs nearly 80–90% lower than industry averages.
CPM (Spend ÷ Impressions × 1000): $8.61
Benchmark: U.S. Meta ad CPM averages between $12–$16 in local service industries. EZ Storage’s CPM came in 35–45% lower, underscoring efficient reach.
Qualitative Insights
Traffic Objective Campaigns
Campaigns using “Get Offer” and “Call Now” CTAs performed strongly, generating low-cost clicks and meaningful engagement.
These campaigns captured immediate intent by targeting individuals likely to convert within tight geographies.
Brand Awareness Campaigns
While fewer campaigns were explicitly labeled for awareness, impressions and frequency metrics suggest EZ Storage maintained consistent local visibility.
High engagement rates (above 2% per impression) reflect creative resonance, particularly with localized ad copy that referenced Detroit, Farmington Hills, and Plymouth neighborhoods.
Budget Strategy
By running multiple smaller campaigns rather than one broad campaign, EZ Storage effectively tested which geographies and calls-to-action performed best.
The strategy prioritized hyper-local targeting, ensuring dollars were spent against the audience most likely to need storage solutions.
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