Overview
From construction site banners to Google Ads: how a complete marketing build drove rapid customer growth for a PE-backed self-storage brand
Spacegenie is a fast-growing self-storage company building and operating facilities across Germany, backed by private equity from London. With significant capital deployed across multiple facilities simultaneously, the business needed more than a campaign manager. It needed a complete marketing function built from the ground up, covering everything from digital performance and website optimisation to offline presence and content creation. Within six weeks of project start, the customer base at the first facility had doubled.
Initial Situation
- New brand with multiple facilities in development simultaneously
- No established marketing function or digital presence in place
- Website and purchase funnel not optimised for conversion
- No Google Ads lead generation infrastructure
- No local SEO presence built
- No offline marketing assets produced or installed
Objectives
- Build and run the full marketing function as Interim CMO
- Launch Google Ads lead generation campaigns
- Optimise the website and purchase funnel for higher conversion
- Build a strong local SEO presence
- Create and deploy offline marketing including construction site banners
- Develop social media presence and content
Approach
The engagement covered the full marketing spectrum, online and offline.
On the digital side, a Google Ads lead generation funnel was built from scratch. The website was optimised for conversion across all key pages and the purchase funnel was streamlined to reduce drop-off. A strong local SEO presence was built over the course of the six-month project, targeting search visibility across the areas surrounding each facility. Social media channels were built up with consistent content to support brand awareness and trust.
Offline, construction site banners were designed, printed, and installed directly at the facilities. This put the brand in front of the local audience before the facilities were even open, generating awareness and early enquiries. Beyond digital and print, the team visited the facilities to capture original photography and video content for use across all channels. This hands-on approach ensured the brand had authentic, high-quality visual assets rather than generic stock imagery.
Advertorials were placed in local newspapers to reach audiences who may not have been captured through digital channels alone. Every channel, digital and traditional, was activated with the same goal: get the right local audience to the facility and convert them into customers.
Results
- Customers doubled at the first facility within 6 weeks of project start
- Google Ads lead generation funnel built and live from scratch
- Strong local SEO presence established across all facility locations
- Website and purchase funnel optimised for higher conversion
- Construction site banners designed, printed, and installed
- Advertorials placed in local newspapers
- Original photo and video content produced on location
- Social media presence built from zero
Key Learnings
- Not all clients can get ideal results just with Online Marketing. Especially local businesses have a valid reason to advertise offline.
- Startups without any prior marketing need groundwork and someone who understands how to build marketing from scratch
- Acquisition Intelligence can deliver 360 degree marketing solutions for selected clients and drive significant results way above just Google Ads – but we only do it for selected clients
12 years of online marketing, 12 years of Google Ads specialisation. And yet we really enjoy doing more for our clients, even if that means executing activities in the most traditional marketing channels.
