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Storage Market Index™

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How to Use This Calculator

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This calculator estimates key performance benchmarks for your self‑storage Google Ads campaigns, based on aggregated, anonymized data from real-world facilities across the U.S. Use it to see how your campaign performance stacks up against market norms by tier (primary, secondary, tertiary markets). Simply input your location and relevant assumptions to view data-driven insights that help inform bidding, budgeting, and campaign strategy. 
 

Data Sources & Methodology

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  • Real Data Foundation - Benchmarks are derived from actual Google Ads accounts and occupancy analytics collected from a wide cross-section of U.S. self‑storage operations—not surveys or projections. (Storage Market Index)

  • Market Tier Segmentation - To ensure relevant comparisons, data is grouped by market tier—primary, secondary, or tertiary—to align your facility with similar contexts.

  • Continuously Updated - As more accounts and locations contribute data, benchmarks evolve to reflect current performance trends.

 

Definitions of Data Points

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  • Estimated Google Ad Spend per Month - The typical monthly investment operators are making on Google search ads in comparable markets.

  • Total Number of Potential Impressions - Estimated monthly search volume for “self storage” and related keywords your ads could potentially appear in.

  • Cost per Click (CPC) - The average amount advertisers pay each time someone clicks their ad.

  • Click‑Through Rate (CTR) - The percentage of ad viewers who click on the ad; calculated as (clicks ÷ impressions) × 100%.

  • Cost per Move‑In - The average cost to acquire a paying storage customer (“move‑in”) through Google Ads.

  • Adjustable Conversion Rates - The percent of ad clicks that result in a move‑in; this is customizable in the tool to reflect your own data or expectations.

  • Anticipated Return on Ad Spend (ROAS) - A calculation of how much revenue you can expect per ad dollar spent—based on the provided or benchmarked conversion rates and costs.

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How to Interpret These Metrics

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  • Compare—Don’t Guess: Use market-tier–specific benchmarks to set realistic expectations and confirm whether your campaign falls above or below average.

  • Adjust to Your Business: Enter your own conversion rates or costs to refine predicted ROAS and see how different scenarios influence profitability.

  • Start Strong, Refine Over Time: The metrics help set an informed starting point—use actual campaign data to fine-tune assumptions like CPC, CTR, and conversion rates as results come in.

  • Optimize Profit: Focus on reducing CPC, increasing CTR, and improving conversion rate to lower cost per move-in—all of which drive a stronger ROAS and more cost-effective campaign performance.

 

Quick Reference: What Each Term Means

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  • Estimated Google Ad Spend per Month – Typical budget range spent by similar facilities.

  • Potential Impressions – How many times ads are likely to appear.

  • CPC (Cost per Click) – Ad cost each time a potential customer clicks.

  • CTR (Click-Through Rate) – Clicks divided by impressions, expressed as a percentage.

  • Cost per Move-In – Average ad cost for securing a paying customer.

  • Conversion Rate – Percentage of clicks that lead to a move-in; you can adjust this.

  • ROAS (Return on Ad Spend) – Estimated revenue generated per dollar spent on ads.

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