---
title: Smart Lock Campaign Update — Multi-Lock Strategy (2025-11-04)
type: article
created: '2025-11-04'
updated: '2025-11-04'
source_docs:
- raw/2025-11-04-paulseb-sync-99020874.md
tags:
- trachte
- google-ads
- smart-lock
- campaign-update
- ppc
layer: 2
client_source: Trachte Building Systems
industry_context: b2b-services
transferable: false
---

# Smart Lock Campaign Update — Multi-Lock Strategy (2025-11-04)

## Overview

Trachte (and its sister account TractRight) previously ran Google Ads promoting a single proprietary product — the **Passport Lock**. Trachte has since partnered with multiple smart lock companies and built a new **Lock Solutions** landing page featuring all available options. Ad campaigns need to be updated to reflect this expanded offering.

This update was discussed during the [[meetings/2025-11-04-paul-seb-sync|Paul/Seb Sync on 2025-11-04]] and assigned to Paul for implementation.

---

## Background

- **Old strategy:** Ads in both the Trachte and TractRight Google Ads accounts promoted the Passport Lock specifically (e.g., headline: "Passport Lock by Trachte").
- **New strategy:** Trachte now partners with multiple smart lock vendors. A new "Lock Solutions" page on each site aggregates all available lock options.
- **Trigger:** Client meeting the day prior (2025-11-03) surfaced this need. Sebastian noted the Fathom recap from that meeting contains full context and next steps.

---

## Campaign Changes Required

### Ad Copy
- Remove all references to "Passport Lock" by name.
- Replace with general smart lock messaging. Suggested directions from the meeting:
  - "Smart Entry System"
  - "Smart Lock Solutions Help You Operate Smarter"
  - "Find the Right Solution for Your Facility"
  - "Modernize Your Access"
- Copy should be facility/property-management oriented and brand-agnostic across lock vendors.

### Landing Page URLs
- **Trachte account:** Point to the Trachte Lock Solutions page (Sebastian to add link to meeting doc).
- **TractRight account:** Point to the TractRight Lock Solutions page (Sebastian to add link to meeting doc).

### Implementation Approach
- **Do not edit existing active ads.** Instead, create new ad variations within the existing Smart Lock ad groups.
- Set new ads to **paused** status.
- Sebastian will review the new ads, then pause the old ones and activate the new ones.

---

## Accounts Affected

| Account | Campaign | Notes |
|---|---|---|
| Trachte | Smart Lock (Search) | Active ads reference "Passport Lock by Trachte" |
| TractRight | Smart Lock / Passport (Search) | Active ads also reference Passport Lock |

---

## Action Items

- [ ] **Paul:** Create new paused ad variations in both Trachte and TractRight Google Ads accounts with updated copy and new landing page URLs. ClickUp task created by Sebastian.
- [ ] **Sebastian:** Add Trachte and TractRight Lock Solutions page URLs to the shared meeting document.
- [ ] **Sebastian:** Review new ads from Paul; pause old ads and activate new ones upon approval.
- [ ] **Paul:** Review the Trachte Fathom recap from 2025-11-03 for full client context before writing copy.

---

## Related Context

- The **Trachte Big Ideas Show** event ad campaign (run around the same time) was considered a success — event-targeted ads with a belt buckle giveaway promotion performed well.
- A **Spotify ad campaign** is also in planning for Trachte: 30-second audio clip + customer list targeting. No action required yet.
- A future **bundled lock promotion** is anticipated; Trachte will submit a brief when ready. No action required yet.

---

## Related Notes

- [[clients/current/trachte/_index|Trachte Client Overview]]
- [[meetings/2025-11-04-paul-seb-sync|Paul/Seb Sync — 2025-11-04]]