Trachte Google Ads Geographic Campaign Restructuring

Overview

In the October 20, 2025 marketing meeting, the team aligned on restructuring Trachte's Google Ads campaigns by geography. The current setup runs Storage Builder and related campaigns nationally without regional segmentation, making it impossible to allocate budget toward specific markets. The new structure breaks campaigns out by region while keeping keywords and ad copy consistent — the only variable being geographic targeting.

This decision was validated by both Sebastian (Asymmetric) and Mark, who agreed regional segmentation is the right approach for enabling flexible budget control.

Rationale

• Regional budget flexibility: A single national campaign cannot be weighted toward a specific market. Breaking out by region allows budget to be increased or decreased per area independently.
• Upcoming multi-story push: Trachte wants to specifically boost multi-story self-storage campaigns in the Northeast and Mid-Atlantic — a goal that is not achievable without geographic campaign separation.
• Reporting clarity: Regional campaigns produce cleaner performance data, making it easier to identify which markets are converting and which need attention.

Planned Structure

• Keywords and ad copy remain consistent across regions
• Budget allocation becomes the primary lever for regional prioritization
• Multi-story campaign for Northeast/Mid-Atlantic to be built as a new campaign (not just a geo-modified copy of an existing one)

Key Decisions

• Restructure Google Ads campaigns geographically — agreed by Sebastian and Mark prior to the meeting, confirmed with Robyn on the call.
• Northeast/Mid-Atlantic is the first priority region for the multi-story product line.
• The existing campaign structure is acknowledged as "pretty crowded" — the team will need to review campaigns one by one during the restructure.

Action Items

• [ ] Sebastian Gant — Build out the multi-story campaign targeting Northeast/Mid-Atlantic
• [ ] Sebastian Gant — Break out Storage Builder campaigns by region (e.g., Northeast, Southeast)

Related Context

• This restructuring was discussed alongside the Microsoft Ads performance review from the same meeting; see ^[1] for full context.
• The geographic structure will also make it easier to layer in future regional initiatives, such as trade show geofencing campaigns discussed for the Big Ideas show.
• Trachte is also receiving two new smart locking partner announcements (press releases going out the week of Oct 20 and the following week), which may eventually warrant their own regional ad campaigns once bundle offers are finalized.

Notes

The Google Ads account was described as already somewhat crowded. When the regional campaigns are added, the team should establish a clear naming convention (e.g., [Product] — [Region]) to keep the account navigable. This is especially important as the smart locking solutions campaigns are expected to follow.