Boost Your Self Storage Rentals with Facebook Ads

John Reinesch

Facebook advertising can help self storage businesses looking to reach new customers and grow their brand.

With over 2.9 billion monthly active users, Facebook provides access to targeted audiences and advanced analytics to measure performance. Facebook ads can be a cost-effective way to increase facility awareness, website traffic, rentals, and NOI. 

However, Facebook ads should not be the first marketing channel you leverage. We always recommend starting your foundation with SEO. With SEO, you will capture users as they are actively researching self-storage facilities in your market.

We typically test Facebook ads after first launching a Google Ads campaign. Then, when we need to scale traffic and occupancy further, we consider Facebook ads as a third option.

Key Insights

  • While Facebook ads are powerful, they shouldn’t be your first marketing channel. Start with SEO to capture users actively searching for self-storage facilities in your market.
  • Setting up a Facebook Business account and installing the Facebook pixel are foundational steps for running effective ads.
  • Targeting and audience segmentation are crucial for reaching the right audience with your ads, using options like location targeting, age targeting, interest targeting, lookalike audiences, and custom/saved audiences.
  • Utilizing different ad types such as carousel ads, video ads, lead generation ads, and retargeting ads helps achieve specific campaign goals.
  • A/B testing is essential for optimizing ad performance, allowing you to test different ad variations and refine your strategy based on data-driven insights.

Why Facebook for Self Storage?

Facebook’s massive user base and advanced targeting options make it an ideal platform for self storage businesses looking to reach new customers and engage with existing ones. With over 2.9 billion monthly active users, Facebook provides access to a huge potential audience, far beyond what could be reached through traditional advertising channels alone.  

For self storage owners, Facebook ads can help connect with customers in your local area who are actively looking for storage options. The platform’s detailed targeting features allow you to zero in on your ideal audience by location, demographics, interests, and more. You can target people who have recently moved, are looking for housing, or have expressed interest in self storage or decluttering. Facebook even provides “lookalike” audiences to find new customers similar to your existing ones.

Beyond new customer acquisition, Facebook ads are also useful for engaging with those already using your storage facility. You can create customized audiences of your current email list or website visitors and serve them relevant ads reminding them of your services. The platform makes it easy to retarget people who have interacted with your website or Facebook page but haven’t yet converted. 

With strategic use of Facebook’s audience segmentation options, self storage businesses can cost-effectively connect with both potential and existing customers in their target market. The platform provides an unparalleled opportunity to increase brand awareness and drive conversions.

Setting Up Your Facebook Business Account

To run Facebook ads for your self storage business, you’ll first need to create a Facebook Business account. This is different from a personal Facebook profile. With a Business account, you’ll be able to access Facebook’s advertising tools and analytics. 

Once your Business account is ready, install the Facebook pixel. The pixel is a small tracking code that goes on your website to track conversions from your ads. 

  1. In Facebook Ads Manager, click Events Manager and then select “Add Pixel”. Name it and click Create.
  1. Copy the pixel ID and place the tracking code on every page of your site. This allows the pixel to track site activities.
  1. Test that the pixel is firing by visiting pages on your site while logged into Ads Manager. 
  1. Finally, connect your new Business account to your ad accounts. Under “Authorized Ad Accounts” in Ads Manager settings, add and select the ad accounts you want to manage. With your Business account, pixel, and ad accounts connected, you have the foundation to start running Facebook ads for your storage business!

Targeting and Audience Segmentation

Facebook and social media offer powerful audience targeting options to ensure your ads reach the right people. Here are some of the main ways to target your ads for maximum effectiveness:

Location Targeting

You can target your ads geographically to only show to people in a specific city, zip code, or radius around your self storage facility. This helps you hone in on local customers who are most likely to use your services. Make sure to research which locations your current customers are coming from.

Age Targeting  

Consider the ages of your typical self storage customers. Younger people moving into their first apartment or older people downsizing likely have different needs. Target ads to relevant age groups based on your customer data.

Interest Targeting

Target ads to people who are interested in relevant topics like home improvement, real estate, moving, and organization. Interest targeting helps reach audiences actively thinking about storage needs.

Lookalike Audiences

Upload your customer data to create lookalike audiences on Facebook. You’ll get new audiences with similar demographics and interests to people already engaging with your business.

Custom/Saved Audiences

Create custom or saved audiences based on your email lists, website visitors, past customers, and more. You can easily retarget these known audiences who are already familiar with your brand.

Getting your audience targeting right is crucial for successful Facebook ads. Take time to test different targeting approaches and see what resonates best with your goals. The advanced options on Facebook allow for very precise targeting once you identify the right parameters.

Ad Types and Their Uses

Facebook offers several ad formats that can be utilized to achieve specific goals for your self storage business. Understanding the strengths of each will allow you to craft campaigns tailored to your objectives.

Carousel Ads

Carousel ads allow you to showcase multiple images or videos within a single ad unit. This is ideal for displaying different storage unit sizes, features, promotions, or location photos to users. The carousel format stands out in the feed and keeps viewers engaged as they flip through the cards.  

Video Ads 

Video ads enable you to tell a story and convey the benefits of your storage facility in a dynamic, attention-grabbing way. They bring your brand to life and can showcase your units, amenities, security, staff, and ease of access. Videos under 15 seconds work best on Facebook.

Lead Generation Ads

If your goal is to generate leads or inquiries, lead gen ads make it easy for users to submit contact information right within the ad. You can customize the questions to gather relevant data like unit size needed, move-in date, and more. The leads are sent to your Facebook Page or integrated with a CRM.

Retargeting Ads

Retargeting ads target people who have already engaged with your website, Facebook Page, or ads. Creating custom audiences of site visitors or video viewers allows you to re-engage them with relevant messages as they continue exploring options. This keeps your facility top of mind during the research process. Additionally, these ads have a 70% higher likelihood of converting visitors into customers​

A/B Testing for Optimization 

A/B testing is a crucial part of optimizing your Facebook ad campaigns. By testing different versions of your ads against each other, you can determine which perform better and refine your approach.

When setting up an A/B test, you’ll want to identify the variables you want to test. Some elements to consider changing between the ads:

  • Ad copy – Try different headlines, descriptions, call-to-action text.
  • Imagery – Test different images, videos, or ad formats. 
  • Targeting – Narrow or expand your target audience.

Once you’ve set up two or more ad variations, Facebook will automatically split traffic between them and gather data on each ad’s performance. Make sure to run the test long enough to gather statistically significant results.

When reviewing your A/B test results, look at metrics like CTR, conversion rate, CPC, and overall cost per conversion. The ad variation that generates more conversions for less money is the winner. 

Don’t stop at a single A/B test. Use the winning variation as the basis for your next round of optimization. Continually refine elements like imagery, copy, and targeting through an iterative process of testing and analyzing results. 

A/B testing takes dedication, but it’s one of the best ways to maximize the effectiveness of your ad spend on Facebook. The small optimizations you discover through testing can add up to huge performance gains over the long run.

Measuring Performance of Self Storage Facebook Ads

Facebook provides robust analytics and reporting tools to help you measure the performance of your self storage ads. Properly tracking and evaluating key metrics is crucial for understanding what’s working and optimizing your campaigns. When running Facebook ads, you should focus on these key metrics:

  • Reach – The number of unique people who saw your ads. This indicates how broad your campaign exposure is.
  • Impressions – The total number of times your ads were displayed. More impressions means more opportunities for clicks and conversions.
  • Clicks – The number of clicks your ads received. Higher click-through rates typically lead to more conversions.
  • Cost Per Click (CPC) – The average amount you pay each time someone clicks your ad. Lower CPC is better.
  • Conversions – The number of desired actions (signups, purchases, etc). The key goal of most campaigns.
  • Cost Per Conversion – The average amount spent to acquire each conversion. Lower costs mean greater ROI.
  • Conversion Rate – The percentage of people who convert after seeing your ad. Higher rates signal an effective campaign.

To properly track conversions, be sure to implement the Facebook pixel on your website. This allows Facebook to track actions users take after clicking your ads. You can then set up conversion events like signups or purchases. 

Regularly analyze the Facebook Ads Manager reporting dashboard. The overview provides a snapshot of how your campaigns are performing based on your conversion events, spending, and audience reach. Drill-down to examine individual ad sets and ads.

By diligently evaluating these metrics, you can identify winning messaging, audiences, and creatives. Kill underperforming ads, scale up the winners, and continuously refine your strategy. This data-driven approach is key for maximizing ROI on self storage Facebook ads.

Budgeting for Facebook Ads

When it comes to Facebook advertising, having the right budget is crucial for success. Self storage businesses need to plan their ad spend carefully to get the most out of their investment. Here are some key considerations when budgeting for Facebook ads:

Average Ad Spend

The average cost per click (CPC) for Facebook ads is around $1, while the average cost per thousand impressions (CPM) is $7-$10. However, costs can vary significantly depending on factors like target audience, ad objective, and competitiveness of keywords. Typically, more targeted ads have higher CPCs. 

As a benchmark, most storage businesses spend between $500-$1000 per month on Facebook ads. The overall budget will depend on business goals and capacity. Allocate at least $5000 annually to fully test Facebook’s advertising potential. 

Tips for Maximizing Budget

  • Set a daily budget cap to pace spending and avoid overspending
  • Use narrow targeting to reach your best potential customers
  • Test different bids and budgets to find the optimal cost per conversion
  • Allocate more budget towards well-performing ads
  • Create low-budget awareness campaigns to expand reach
  • Use video ads sparingly as they have higher CPMs
  • Take advantage of Facebook’s free advertising credit for new accounts

Calculating ROI

Since self storage is a high-value product, the ROI potential on Facebook ads can be substantial. Track conversions like calls, form fills, and move-ins to gauge ROI:

  • Assign monetary values to each type of conversion
  • Factor in average lifetime value of a customer 
  • Compare revenue generated to ad spend
  • Target at least a 5X ROI as a good goal

Closely monitor performance data to optimize towards positive ROI. With the right targeting and testing, Facebook ads can ultimately deliver great returns on ad spend.

Advanced Features 

Facebook ads offer several advanced features that can help take your self storage ads to the next level. By utilizing these advanced options, you can further optimize and automate your ad performance.

Automated Rules

Automated rules allow you to set up triggers that automatically adjust your ads based on performance. For example, you can create a rule that pauses poorly performing ads after a certain spend threshold or number of impressions. This saves you time from having to manually monitor and tweak underperforming ads. 

Other useful automated rules include:

  1. Increasing bid amounts for high performing ads 
  2. Duplicating ads that hit a target cost per result
  3. Pausing ads during certain low-traffic times

Automated rules ensure your top ads keep running while limiting waste on those not generating results.

Dynamic Ads 

Dynamic ads automatically populate with content from your website or product catalog. For self storage, this could include available unit sizes, pricing, location details, and photos.

The benefit of dynamic ads is they stay fresh and relevant. As you add new content to your site, the ads update dynamically. This results in more relevant and engaging ads for potential customers.

To use dynamic ads, you need to install the Facebook pixel and build out your product catalog in Facebook’s Business Manager. Once configured, Facebook will match the right products and content to each viewer.

Lookalike Audiences

Lookalike audiences allow you to find new customers who share common qualities with your existing customers. You provide Facebook with a source audience (like email subscribers or website visitors). Facebook then builds a new audience with similar demographics and interests.

Lookalike audiences are extremely useful for expanding your reach. You can grow your audience size while still targeting people likely to convert. Start with a 1% lookalike audience, then expand to 2-10% as needed. Monitor performance to see which lookalike percentage works best.

Advanced features like these provide powerful options for automating and improving your self storage Facebook ads. Take advantage of them to maximize results.

FAQs on Self Storage Facebook Ads

Many self storage businesses have questions when first starting out with Facebook ads. Here are answers to some of the most frequently asked questions:

How much do Facebook ads cost for self storage?

The average cost per click for self storage Facebook ads ranges from $0.50 to $2. Depending on your targeting and bidding strategy, you can expect to pay $5 to $15 per conversion. The key is tracking conversions to calculate your true return on ad spend. 

How can I optimize my ads to get better results?

Start by A/B testing different images, headlines, ad copy, and calls-to-action. Pay attention to the results and double down on what performs best. You can also refine your targeting over time as you learn more about your ideal audience. Review analytics regularly to spot opportunities.

How long does it take to see results from Facebook ads?

You should expect a testing period of 1-2 weeks to collect enough data. Give each ad variation time to accumulate at least 50 conversions before assessing performance. Be patient and focus on incremental improvements over the long-term.

I have a limited budget. Can Facebook ads still work?

Absolutely. Start small and test one campaign at a time. Use detailed targeting to make the most of your budget. Measure ROI and only scale up ads that provide a worthwhile return. Consider starting with lower-cost options like boosted posts.

Are Facebook ads right for my self storage business?

Facebook ads offer unparalleled targeting options making them highly effective for self storage. The visual ad formats are ideal for showcasing your facilities and offers. Start with a small test budget to see the potential before committing more spend. Track conversions closely to ensure you get results.

How can I measure the success of my campaigns?

Use Facebook analytics to track key metrics like cost per click, conversion rate, return on ad spend (ROAS) and lifetime value of converted customers. These provide quantifiable insights on performance. Survey customers who convert to understand their customer journey.

What are some best practices?

Create different ad sets for each audience and objective. Write specific ad copy for each one. Use dynamic ads to automatically promote available units. Retarget website visitors who don’t convert. A/B test a single element per ad. Follow Facebook’s ad policies and guidelines.

Next Steps

Now is the time to transform this knowledge into action. Start crafting your targeted campaigns and engage with new and existing customers more effectively than ever. Whether you’re looking to increase your brand awareness, drive traffic to your website, or boost your occupancy rates, self storage Facebook Ads are worth exploring.

Get a Free Local SEO Analysis today, or Book a Free Strategy Call to learn more about elf storage advertising.

john reinesch

About The Author

John has spent close to a decade working with businesses to improve their marketing and lead generation. Over that time, he developed a passion for building systems and processes that allow businesses to scale by building a lead generation system.

john reinesch

About the author

John's expertise lies in crafting tailor-made marketing strategies for the real estate industry that drive results. Whether it's optimizing Lead Generation funnels, implementing data-driven SEO techniques, or improving advertising campaigns, John will help find the biggest growth lever in your business.

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