This company is a market leader in storage solutions with facilities in different parts of Australia. When we were engaged for their online marketing, we found that the marketing messages being used were not differentiated. Keeping this in mind, we identified 7 key differentiators of the company and tested these messages across various campaigns. We found that positioning the “local presence” and using targeted offers for different customer segments increased the conversion rate of the paid search campaign significantly. Within 3 months from August to November 2012, we were able to more than double the leads generated which has resulted in a higher capacity utilisation.