Trachte Multi-Lock Strategy

Overview

Trachte's Google Ads campaigns previously promoted a single proprietary product — the Passport Lock — with ad copy and landing pages built around that specific brand. Trachte has since partnered with multiple smart lock companies, making the old single-product messaging outdated and limiting. The updated strategy shifts to general smart lock messaging and directs traffic to a new consolidated "Lock Solutions" landing page featuring all available lock options.

This change applies to both the Trachte account and the TractRight account, each of which has its own Smart Lock campaign in Google Ads.

Problem

Existing ads explicitly name "Passport Lock by Trachte," which no longer reflects the full product offering.
Sending traffic to a Passport Lock-specific page misses the opportunity to present the expanded lock portfolio.
Copy is too narrow to capture prospects interested in smart access solutions generally.

Solution

Ad Copy

Replace Passport Lock-specific headlines and descriptions with general smart lock messaging. Example directions discussed:

"Smart Entry System" (in place of "Passport Lock")
"Smart Lock Solutions Help You Operate Smarter"
"Find the Right Solution for Your Facility"
"Modernize Your Access"

The goal is copy that works regardless of which specific lock a prospect ends up choosing.

Landing Page

Direct ad traffic to the new Lock Solutions page, which aggregates all available lock products. This page exists on both the Trachte and TractRight websites — links to be added to the shared meeting/project documents.

Implementation Approach

Rather than editing the currently active ads in place, the agreed workflow is:

Create new ad variations within the existing Smart Lock ad groups.
Set new ads to paused so Sebastian can review before anything goes live.
Sebastian reviews and approves the new ads.
Pause the old Passport Lock ads and activate the new ones.

This preserves the existing campaign history and avoids accidental disruption to live traffic during the transition.

"If you want to, I guess it might even be better just to create a new ad and like pause it, and then I can review it, we'll turn off, or we'll pause these, and we'll turn on the ones that you create." — Sebastian Gant

Scope

Account	Campaign	Action
Trachte	Smart Lock (Search)	New paused ads with updated copy + Lock Solutions URL
TractRight	Smart Lock (Search)	New paused ads with updated copy + Lock Solutions URL

The Trachte Big Ideas Show event campaign ran concurrently and was considered a success. It used event-targeted geographic targeting and promoted a belt buckle giveaway at the booth. This is separate from the smart lock campaign.
A Spotify audio ad campaign is also in planning for Trachte — a 30-second audio clip with customer list targeting. This is independent of the Google Ads smart lock work.
Trachte is planning a future bundle promotion for locks, but a brief for that hasn't been submitted yet. No action needed on bundling until the brief arrives.

Action Items

[ ] Paul: Create new paused Smart Lock ads in Trachte Google Ads account with updated copy and Lock Solutions landing page URL
[ ] Paul: Create new paused Smart Lock ads in TractRight Google Ads account with updated copy and Lock Solutions landing page URL
[ ] Sebastian: Add TractRight and Trachte Lock Solutions page URLs to shared meeting documents
[ ] Sebastian: Review new paused ads from Paul and approve before going live
[ ] Paul: Review Trachte Fathom from the prior day's meeting for full context on next steps

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