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 ^[1] 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

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

• ^[2]
• ^[3]