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24/7 Pilot Meeting notes
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Pilot/247 Marketing
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Google Ads Performance Summary (5/5 - 8/5)

In this report, each completed Rental is credited at its full $1,000 LTV inside the reporting window. ROAS = (Rentals × $1,000) ÷ ad spend for that same window. As we learn actual rent and stay by location, we’ll swap in site-specific LTVs for even more accurate ROAS.

24/7 Locations

Danielsville, GA
90
$1,200
$3,600.00
12
$3,600.00
1.00×
$12,000
On-track
Raise budget 10-20%; monitor 7-10 days; keep Exact/Phrase winners funded.
Shipman (Havelock, NC)
90
$500
$1,500.00
2
$600.00
0.40×
$2,000
Too early (separated out on 7/9)
Tight 1-3 mi; rent-now Exact/Phrase only; add negatives weekly.
Webb (Havelock, NC)
90
$700
$2,100.00
0
$0.00
0.00×
$0
Too early (separated out on 7/9)
$5-$10/day, 1-2 mi, Exact only for 30-45d; if 0 rentals, pause & reallocate.
Linden, NC
90
$500
$1,500.00
2
$600.00
0.40×
$2,000
Needs efficiency
Cap geo 6-8 mi; prune queries; test “Same-Day Move-In” vs “First-Month Promo.”
Pine Island, FL (Combined)
90
$1,000
$3,000.00
4
$1,200.00
0.40×
$4,000
Needs efficiency
Hyper-local islands only; split Standard vs Boat/RV; emphasize storm-ready.
Tuscaloosa, AL
22
$500
$367.00
0
$0.00
0.00×
$0
Too early
Student move-in focus near campus; keep small test; watch for first rental.
Trumann, AR
22
$600
$440.00
3
$220.00
0.50×
$3,000
Promising (early)
Raise +10-15% carefully (re-allocate); hold Exact/Phrase core; sizes/prices above fold.
There are no rows in this table
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Pilot Locations

Anniston, AL
7/15
22
$900
$660.00
2
22 days → $73.33
$146.67
0.22×
$2,000
Too early
Keep 4-6 mi radius; hold a week; scale only after rentals build.
Bainbridge, GA
5/5
90
$1,200
$3,600.00
7
90 days → $300.00
$2,100.00
0.58×
$7,000
Close
Concentrate best ZIPs; refresh RSAs; Pmax campaign consideration (15-25% of budget).
Cartersville, GA (Combined)
5/6
90
$500
$1,500.00
2
90 days → $300.00
$600.00
0.40×
$2,000
Needs efficiency
Split Standard vs Boat/RV; 5-7 mi geo; simplify booking (sizes/prices upfront).
Elberta, AL
5/7
90
$1,000
$3,000.00
4
90 days → $300.00
$1,200.00
0.40×
$4,000
Needs efficiency
Tight 3-5 mi; highlight hurricane-safe + Boat/RV; Exact/Phrase only; prune weekly.
Johnston St (Lafayette, LA)
6/20
47
$500
$784.00
1
47 days → $156.67
$156.67
0.20×
$1,000
Too early
Campus-focused test; student messaging; aim for 1-2 more rentals by end of Sept.
There are no rows in this table
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Industry Benchmarks -
Detailed Info Here
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Meg will help me gather real LTV per location. The closer our LTVs match each facility’s true economics, the more precise the ROAS will be.
What the “Worth it?” labels mean
On-track - It’s working well; keep monitoring and fine-tuning.
Close - Nearly on pace; make small tweaks and watch results over the next week.
Needs efficiency - Refine targeting and shift spend toward higher-intent traffic.
Underperforming - Optimize setup; if no improvement soon, reallocate budget.
Promising (early) - Good early signs; give more time and data before deciding.
Too early - Campaign is still new; needs more time and activity before assessing.


One full example (Danielsville)
Monthly budget: $1,200
Active period shown: 90 days (~3 months)
Spend (prorated): $1,200 × 3 = $3,600
Rentals: 12
Rental value (full LTV): 12 × $1,000 = $12,000
ROAS: $12,000 ÷ $3,600 = 3.33× (≈ $3.33 back per $1 spent)
This example shows how we translate rental count into dollars using full LTV and then compare that value to ad spend to get ROAS.
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Google Ads: Deep Dive Per Location -
Link Here
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Website Updates

Promo Banners

Fall banner specials will be added 09/22

Email Migration

Migrating emails into Google Workspace
Timeline Completion: EOQ
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Photo Updates

Recap: If Donny handles everything, timing would be around mid-Sept, but there are some travel/weather limitations. He’s reviewing which parts they’ll cover versus what we might source elsewhere, and will confirm after discussing with his wife.
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SEO Strategy Updates

Updating existing schema (reviews, self storage-specific) and adding new FAQ when appropriate to boost visibility.
Next Steps: Launching a “Brand Feature” blog series spotlighting each portfolio: Pilot, 24/7, and Johnston. One blog post every 2 weeks. First post ETA: Sept 1
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Local Listings

Recap: Bing Listing Optimization roll-out. We do list and manage Bing listings, but are building out a comprehensive optimization audit to improve rankings within ChatGPT. ChatGPT appears to prefer local businesses with a verified location on Bing Places, especially if that profile is considered to be complete (
source here
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).
WIP: Completion ETA by EOQ
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Custom Facility Videos Done!

Pilot Facility Videos -
Link Here
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(
Johnston Link Here
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)
24/7 Facility Videos -
Link Here
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Next Steps: Adding to website pages with schema, pinning to FB pages.
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Social Media (Facebook)

Once a week posting on Google Business Profile and Facebook.


Pinned facility photos
Key facility images have been pinned to the top of our profile/page for easy visibility.
Purpose: Highlight core offerings, boost brand recognition, and ensure first-time visitors see the most relevant visuals.
Next steps: Pinning facility video / Adding alt text and caption to each item
Pinning facility videos on FB pages
Implement descriptive alternative text for all pinned photos and videos to improve accessibility for visually impaired users and enhance SEO.
Approach: Ensure descriptions are concise, accurate, and keyword-informed.
Timeline: Begin alt text addition immediately after finalizing visual assets; complete by video rollout date.
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Reviews

(7/09-8/09)

With
our new review strategy
⁠
deployed last week, we expect to:
Increase the volume of reviews from customers
Reach customers at the perfect moment for feedback
Strengthen the online reputation with more positive, authentic reviews
This means more social proof, higher trust, and ultimately, more business for you.

Pilots (All)

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Pilot Self Storage - Anniston - 4.3 (1.07%)
Pilot Self Storage - Bainbridge - 5
Pilot Self Storage - Cartersville - 4.7 (4.44%)
Pilot Self Storage - Elberta - 4.7 (3.26%)
Johnston Street Self Storage - 4.8 (0.18%)

24/7 Store It (All)

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24/7 Store It - Linden - 4.8 (0.66%)
24/7 Store It - Danielsville - 4.7 (4.44%)
24/7 Store It - Tuscaloosa - 4.6 (1.3%)
24/7 Store It - Trumann - 4.6 (2.82%)
24/7 Store It - Havelock - 4.6 (1.57%)
24/7 Store It - Havelock - 4.4 (3.16%)
24/7 Store It - Pine Island - 4.2 (4.27%)
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