Storage Safe NZ · Local business · Marketing strategy and Google Ads
From zero occupancy to full within a year.
Storage Safe opened a new facility in Taupō with zero occupancy, units of every size, and almost no one knowing it was there. The goal was long-term renters who would keep it full and the income steady.
The starting point
The facility was brand new, with a mix of large and small units, zero occupancy and no customer base. The owners first held off on marketing, and for a few months enquiries didn't come. They got back in touch ready to go ahead.
What we did
- Putting the budget in the right place. The owners were keen on Meta ads. With their budget, and people tending to look for storage at the moment they need it, I advised against it and focused every dollar on Google Search instead.
- Search campaigns built around intent. Ads for people looking for storage in Taupō, people searching from elsewhere in New Zealand, and anyone searching for the business by name.
- Every contact counted. Form submissions, phone calls and emails all tracked, with budget decisions based on real contacts.
- Focused on long-term renters. The aim was occupancy that lasts, and steady income the owners didn't have to worry about.
- Spend matched to capacity. As units filled, budget was scaled back to cover only the space that became free.
The results
Within a year of starting marketing, the facility went from zero occupancy to full capacity. Between February 2025 and October 2026, Google Ads brought in 347 contacts by form, phone and email.
The facility now runs at full capacity most of the time. Advertising only switches on to fill the occasional gap when a short-term rental ends, which keeps ongoing costs low.
Got capacity to fill?
I'll look at who's searching for what you offer and how quickly paid search could fill the gaps.