Question 1

How do you manage a multi-location PPC budget across 50+ facilities?

Accepted Answer

I directly manage a $130k+ annual Google Ads budget across 50+ self-storage locations at Atomic Storage Group. I own bid strategy, budget allocation by market, pacing, and ROAS targets. I allocate budget dynamically based on occupancy data: higher-vacancy locations get more aggressive spend, stabilized locations shift to brand defense. I report directly on cost-per-lead, cost-per-acquisition, and return on ad spend to leadership.

Question 2

What does a marketing leader's approach look like when they handle both strategy and execution?

Accepted Answer

I build the 12-month roadmap and execute it hands-on. At Atomic Storage Group, I designed a repeatable playbook that launches a new location's full marketing stack in under 21 days — that's strategy. I also personally manage SEO implementation, campaign builds, and conversion tracking across 50+ locations — that's execution. I present to leadership and I pull search term reports. That range is my advantage.

Question 3

What industries can a self-storage marketer transition into?

Accepted Answer

I have direct experience in self-storage (50+ locations at Atomic Storage Group), behavioral healthcare (25 website redesigns at Webmo), CPG (national paid social and influencer campaigns at CAULIPOWER), and high-growth e-commerce (Imperfect Foods). For B2B SaaS in self-storage specifically, I bring operator-side perspective — I've been the buyer, I know what operators care about, what language resonates, and where the pain points are.

Question 4

How do you build marketing attribution and prove ROI on campaigns?

Accepted Answer

I measure marketing the way the business measures itself — in revenue, not vanity metrics. Core KPIs are cost-per-lead, cost-per-acquisition, ROAS, and organic traffic-to-conversion rate by location. At Atomic Storage Group, I built an end-to-end attribution system connecting GA4, Google Tag Manager, and call tracking to trace a lead from first ad click or organic visit through phone call or online reservation to a signed lease. I report monthly using Looker Studio dashboards.

Question 5

How do you launch marketing for a new self-storage facility?

Accepted Answer

I designed a repeatable playbook at Atomic Storage Group that launches a new location's full marketing stack — Google Ads, local SEO, landing pages, call tracking, and conversion tracking — in under 21 days. Budget is allocated dynamically based on the facility's vacancy rate and local competition. The system is built to scale: every new location gets the same infrastructure without starting from scratch.

Question 6

What marketing tools and platforms do you use for multi-location businesses?

Accepted Answer

Google Ads (Search, Local Services, Performance Max), GA4, Google Tag Manager, Looker Studio for live dashboards, call tracking platforms for phone attribution, and Google Business Profile management across 50+ locations. For the Pathways healthcare project, I built a Google Sheets-based KPI tracking system from scratch to measure SEO impact across 25 properties. I also have experience with Meta Ads and influencer marketing platforms from my CPG work at CAULIPOWER.

Question 7

What results can a hands-on marketing director deliver in their first year?

Accepted Answer

I went from Marketing Manager to Associate Director in 12 months at Atomic Storage Group by outperforming the role I was in. In that time I built the attribution system, launched the new-location playbook, and took ownership of the full marketing P&L across 50+ facilities. I'm looking for a team where marketing has real influence and the work moves the needle — the title on day one matters less than what I've built by day 365.

Case Study CPG | Eve Higgins