Marketing Meeting — Ad Performance & Budget Reallocation (2026-01-09)

Overview

Ad performance review across Google, Microsoft, and Meta with Robyn Ogden and the Trachte team. Primary focus was identifying underperforming spend, reallocating budget toward higher-quality lead channels, and establishing a roadmap for regional PPC, call attribution, and creative updates.

Attendees:
- Robyn Ogden (rogden@trachte.com) — Marketing, Trachte
- Jessica Rudnicki (jrudnicki@trachte.com) — Trachte (absent)
- Miranda Strong (mstrong@trachte.com) — Trachte
- Sebastian Gant (sebastian.gant@asymmetric.pro) — Asymmetric

Key Decisions

Pause "Blueprint to Build" Campaign (~$1,150/mo freed)

The campaign was attracting unqualified leads — DIYers and home project searchers with no self-storage intent — who bounce immediately from the site. The creative concept has merit but belongs further down the funnel (e.g., seminar context) where the audience already knows Trachte. All associated ads across Meta, YouTube, and Microsoft will be paused.

"I think the Blueprint to Build, there's too much ambiguity in that as far as what we're building. So I think we might be grabbing people that have no business in self-storage." — Robyn Ogden

Freed budget breakdown (approx.):
- Meta (Blueprint to Build): ~$550/mo
- YouTube: ~$150/mo
- Microsoft (Lead Magnet + Smart Lock): ~$220/mo
- Remaining Meta (non-Blueprint): will drop from ~$1,150 to ~$600/mo

Shift Trachte Google Ads Budget Toward Renewal Campaign

The "Fathom Lead Magnet" display campaign has been a high spender. While it captures email signups (~70% conversion on views), it is not prioritized for lead quality. Once the new renewal campaign is live, budget will shift:
- Fathom Lead Magnet: reduce to $10/day
- Renewal campaign: increase to $15/day

Pause Microsoft Ads Secondary Campaigns

"Smart Lock Search" and "Lead Magnet" campaigns on Microsoft will be paused to concentrate spend on the "Door Hallway Display" campaign, which is generating 60+ calls/month (quality TBD pending RingCentral investigation).

Update Meta Ad Creative

Current graphics for the Door Hallway and Canopy/RV campaigns are described as "noisy" and outdated. New, cleaner creative will be developed for both campaigns.

Campaign Performance Snapshot

Google Ads — Trachte Search

• CTR: 10–13% (strong)
• Conversion rate: 1–2% (target: 3–5%)
• Search campaigns are the primary conversion driver; display and YouTube lag significantly
• Display campaign has accumulated many assets — some stale; an asset analysis will be sent to Robyn

Microsoft Ads

• Door Hallway Display: 60+ calls/month — volume is notable but call quality is unknown
• Canopy: 6 calls; Remarketing: 7 calls
• Lead Magnet / Smart Lock: low conversions (2 total); being paused
• Spend is roughly ¼ of Google Ads total (~$1,246 last 30 days)

Meta Ads

• Cost per page view: ~$0.30 (Door Hallway) — low cost, reasonable engagement
• Cost per contact: ~$19 (15 contacts) — acceptable for the channel
• Creative is outdated; simplification needed, especially for Door Hallway campaign

Strategic Initiatives

Regional PPC Split

Google Search campaigns will be broken out by sales territory to allow spend customization based on regional performance. This requires Robyn to provide the territory breakdown. Sebastian will coordinate with the Google Ads specialist to configure targeting.

Blocker: Territory map not yet confirmed with Robyn.

RingCentral Call Attribution

Trachte uses RingCentral for their phone system. The 60+ monthly calls from Microsoft's Door Hallway Display campaign currently have no attribution — it's unknown whether these are qualified leads. Sebastian will investigate whether RingCentral can be integrated with Google Ads and Meta to pass call attribution data back to the ad platforms.

"I think that is where I would look into trying to get some attribution... seeing if we can have Google Ads and RingCentral talk and Meta Ads." — Sebastian Gant

Note: A new front-desk/marketing coordinator is starting Monday, which means calls will now be answered by a live person rather than going through an automated tree — improving lead handling going forward.

Content & SEO (FAQ / Product Pages)

Sales team was asked to provide expanded FAQ answers and updated product page copy. The goal is both SEO improvement and AI citation eligibility — answers need enough depth for an AI to reference Trachte as a source. Robyn expects to have this content available within the week.

Trade Show Geotargeting

Geotargeted ad campaigns will be planned around key upcoming shows:
- Fathom (timing TBD)
- Spring SSA
- Insights Self-Storage World Expo (identified as the biggest show)

No shows requiring immediate action in January were identified. First seminars of the year begin in March.

Action Items

Budget Summary (Last 30 Days at Time of Meeting)

Microsoft and Meta spend will decrease in the next cycle following pauses.

Related

• ^[1]