BigTex Storage | Your Space, When You Need It
When Big Tex Storage needed to transform their PPC account, they were faced with a campaign structure that was producing the wrong kind of wins2. More than 75% of the budget was defending branded keywords, essentially buying back free traffic and stunting growth from competitive, non-branded searches. Centric's challenge was to fundamentally change this approach, moving PPC to offense to win high-intent customers, all while preserving branded conversions.
- Challenge
The core problem was that the existing PPC campaign was generating high Cost-Per-Lead (CPL) by spending most of its budget on branded keywords that competitors weren't bidding on. This meant the business was paying for customers it already owned.
Big Tex Storage, a trusted, locally owned Houston brand providing secure, climate-controlled storage units , needed PPC to acquire new customers from searches like "storage units near me" and "climate-controlled storage Houston". The objective was a 12-month turnaround, measured by a year-over-year seasonal comparison of July 2025 vs. July 2024 to account for the self-storage industry's highly seasonal demand (July-September peak months).
Big Tex Storage, a trusted, locally owned Houston brand providing secure, climate-controlled storage units , needed PPC to acquire new customers from searches like "storage units near me" and "climate-controlled storage Houston". The objective was a 12-month turnaround, measured by a year-over-year seasonal comparison of July 2025 vs. July 2024 to account for the self-storage industry's highly seasonal demand (July-September peak months).
$SEO+PPC$ Integration for Incremental Growth 15
- Solution
Centric committed to a strategy that would double paid search customers, lift total web-driven customer volume, and deliver gains with a significantly lower average lead cost. This involved:
The strategy focused on Budget Reallocation, reducing branded keyword spend from 75% to under 15% and freeing funds for competitive searches. An SEO Safeguard was implemented, moving branded searches entirely to organic to ensure brand conversions were preserved for free. The PPC channel then focused on new customer acquisition through a Granular Campaign Structure segmented by location and intent, featuring Ad Copy & Landing Page Alignment with urgent, benefit-led messaging. The results were measured using Call Tracking & Analytics to measure phone and web conversions separately.
The strategy focused on Budget Reallocation, reducing branded keyword spend from 75% to under 15% and freeing funds for competitive searches. An SEO Safeguard was implemented, moving branded searches entirely to organic to ensure brand conversions were preserved for free. The PPC channel then focused on new customer acquisition through a Granular Campaign Structure segmented by location and intent, featuring Ad Copy & Landing Page Alignment with urgent, benefit-led messaging. The results were measured using Call Tracking & Analytics to measure phone and web conversions separately.
Doubling Paid Search Customers and Efficiency
Results
Between July 2024 and July 2025, Big Tex Storage's paid search proved the thesis was right by winning the high-intent, competitive battles that matter24. Visibility surged by nearly 40%, allowing the business to dominate competitive search moments. Phone leads more than doubled 111%, with almost all coming from non-branded wins. Online bookings climbed over 90%, with every one being incremental. With branded clicks shifted to SEO, the cost to earn a phone lead dropped by almost half, resulting in a 49% cost per conversion, or twice the efficiency. The result? Paid search customers doubled 100%, all from new territory while brand leads never skipped a beat thanks to SEO. Zooming out to the entire web, total online customers jumped more than 50%, proving the channel had been turned into a true growth engine. This was achieved with only a +7.5% Nominal Increase in the ad budget.
+40%
Visibility
+111%
Phone Leads
+91%
