Hyper-Local Media Strategy for Distributed Branch Operations

The challenge

Royal Wolf operated with national-level digital campaigns despite a deeply localised sales model. Container hire, clearance, and storage services varied significantly by region, yet media investment was spread broadly, with no clear alignment to local demand or branch capacity.

This approach caused several issues: budget inefficiencies, underperformance in high-demand locations, and a lack of visibility into which branches were converting. Without location-level segmentation, the business struggled to track and optimise for branch-level outcomes, especially as phone calls replaced forms as the primary conversion method.

The analysis

ADMATIC reviewed both web analytics and offline conversion data and found the campaign structure was mismatched to business reality. Generic, national campaigns offered little control over geographic performance. Branches were receiving untracked calls, while others were missing out due to underinvestment in their regions.

We also identified an emerging behavioural shift: form submissions were declining, while calls, especially mobile-driven, were becoming the preferred contact method. However, Avanser call tracking was not uniformly applied across all branches, leaving large blind spots in performance data.

The insight

To improve performance, campaigns had to reflect operational structure. Geographic targeting needed to be precise, conversion pathways tailored by location, and offline performance fully measurable. By treating each branch as a unique conversion environment, digital media could finally align with real-world business results.

This insight reshaped our entire strategy: focus on branch-level campaigns with tailored CRO, optimised for local search behaviours and phone call outcomes.

The strategy

ADMATIC overhauled Royal Wolf's campaign architecture. Google Ads and Meta campaigns were restructured to run by location rather than country, enabling smarter regional budget distribution. Google PMAX campaigns were implemented and optimised toward phone calls, particularly those originating from mobile and Google Maps listings.

Custom landing pages were created per region to improve local conversion rates. CRO tactics included location-specific content, stronger call-to-actions, and mobile-first design. Microsoft Ads were also scaled to reach regional high-intent users with lower competition.

While call tracking gaps remained in some branches, the strategic shift provided better alignment between digital investment and operational delivery.

The outcome

PMAX campaigns emerged as top performers in driving call volume, especially from Google Maps, a key discovery for a geographically distributed business. CRO-optimised landing pages increased call conversions in several core regions, and performance became easier to compare branch by branch.

However, not all calls were being tracked, a known issue that limited measurement accuracy and constrained full optimisation. Despite this, the project reset Royal Wolf's media strategy: location matters. Regional targeting, tailored creative, and platform-specific optimisations now form the foundation of their ongoing digital success.

This campaign demonstrated that for businesses with distributed operations, hyper-local media strategy is not just a best practice, it's essential.