---
title: Tactical Training Systems — New Google Ads Account Setup
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-18-in-person-trachte-marketing-meeting-office-102592499.md
tags:
- google-ads
- tactical-training-systems
- trachte
- account-setup
- ppc
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Tactical Training Systems — New Google Ads Account Setup

## Overview

Tactical Training Systems (TTS) is a division of Trachte focused on custom police and military training facilities. The existing Google Ads account for TTS is inaccessible due to being registered under a former employee's personal credentials, blocking all payment updates and campaign management. The resolution is to create a new, company-owned Google Ads account and use the opportunity to build a proper market-informed ad strategy from scratch.

## The Problem: Locked Legacy Account

The TTS Google Ads account was originally created by a former employee using her personal name, personal address, and personal payment details. When she departed, the account was not properly transferred. As a result:

- Payment methods cannot be updated (the account is locked to her personal credit card)
- Administrative access is severely restricted — only read-level actions (e.g., viewing receipts) are possible
- Active campaigns have effectively gone dark due to failed billing

This is a cautionary example of why ad accounts must always be created under company-owned credentials from the outset. See [[knowledge/google-ads/account-ownership-best-practices]] for general guidance.

## The Solution: New Company-Owned Account

The recommended path is to create a **new Google Ads account** under Trachte/TTS company credentials rather than attempting to recover the locked account. Miranda Strong (Trachte) is responsible for initiating this from the client side, with Asymmetric assisting in the setup.

**Setup checklist:**
- [ ] Create account under a company-owned Google login (not an individual employee's personal account)
- [ ] Use a company billing method (corporate card or invoice)
- [ ] Add Asymmetric as a manager account via Google Ads MCC link
- [ ] Migrate any salvageable campaign structures or keywords from the old account (read access allows export)

## Market Opportunity

TTS operates in a high-growth niche: **custom training facilities for law enforcement and military**, including shoot houses, tactical scenario rooms, and multi-use facilities shared between fire, police, and military units. Key characteristics of this market:

- **All custom builds** — every project is unique, though based on standard models
- **Public sector buyers** — municipalities, counties, federal agencies (Army, etc.)
- **Federal grant funding** — facilities are frequently subsidized by federal grants (e.g., Dane County building a facility with 50% federal funding)
- **High intent, low competition** — the market is specialized enough that search volume may be modest but buyer intent is very high

> "Every county in America wants one." — Trachte team, noting strong latent demand

Fire Facilities (a related Trachte division) is currently having an outstanding year, suggesting the broader public-safety facilities market is active.

## Research Required Before Launch

Before building campaigns, Asymmetric (Sebastian Gant) will conduct market research to inform strategy:

- **Demand sizing** — search volume for relevant keywords (training facility construction, shoot house builders, law enforcement training facilities, etc.)
- **Competitor landscape** — who else is advertising in this space and how
- **Decision-maker mapping** — who initiates and approves these purchases (likely facilities directors, chiefs, county administrators)
- **Funding mechanisms** — understanding federal grant cycles and how to align messaging with budget availability
- **Keyword strategy** — balancing branded terms, product terms, and intent-based queries

Findings will be reported back to Brian (Trachte) before campaign build-out begins.

## Recommended Campaign Approach (Preliminary)

Based on the nature of the market, initial campaigns should likely focus on:

| Campaign Type | Rationale |
|---|---|
| Search — branded | Capture anyone already aware of TTS |
| Search — category | "Custom police training facility," "law enforcement shoot house," etc. |
| Search — grant/funding angle | Target decision-makers researching how to fund facilities |
| Display/remarketing | Low priority initially; market is too niche for broad awareness spend |

Messaging should emphasize **customization**, **proven track record** (Trachte's 125-year history), and potentially **grant eligibility guidance** as a differentiator.

## Related Context

- TTS sits under the Fire Facilities arm of Trachte's business
- Trachte also handles Fire Facilities advertising through Clarion (fire engineering trade media), which includes digital assets, magazine placements, and podcast sponsorships — TTS may benefit from a similar trade-media layer alongside paid search
- The broader Trachte corporate rebranding initiative (potentially "TBS Group") may affect how TTS is presented; coordinate with [[clients/trachte/rebranding-initiative]] before finalizing ad creative

## Action Items

- [ ] Miranda Strong: Initiate new TTS Google Ads account creation from Trachte side
- [ ] Asymmetric: Assist with account setup and MCC linking
- [ ] Sebastian Gant: Research TTS market demand, competitors, decision-makers, and funding mechanisms; report findings to Brian
- [ ] Sebastian Gant: Export any usable data (keywords, historical performance) from the locked legacy account before building new campaigns

## Related Articles

- [[clients/trachte/_index]]
- [[knowledge/google-ads/account-ownership-best-practices]]
- [[clients/trachte/rebranding-initiative]]
- [[knowledge/ppc/public-sector-advertising]]