Services Used:
Meet Extra Space Asia
Extra Space Asia is a self-storage provider offering flexible storage solutions in Singapore, including secure facilities, 24/7 access and various unit sizes. The company was founded in 2007 and describes itself as having pioneered institutionally managed self-storage in Singapore.
Beyond general self-storage, Extra Space Asia also offers specialist wine storage solutions for collectors, businesses and special occasions, with features such as 24/7 CCTV surveillance and secure access controls.
The initial challenge
Extra Space Asia partnered with First Page to drive consistent lead volume across mainstream self-storage demand while also validating acquisition efficiency for a highly niche wine-storage audience.
The campaign had to balance two very different demand profiles within a limited budget. The first was mainstream air-con storage, which had broader demand but also high competition from other storage providers.
The second was wine storage, a more specialised segment with a smaller audience pool. While this niche had strong commercial potential, the campaign needed to avoid over-targeting too broadly or allowing CPLs to spike.
This meant the strategy could not rely on generic audience expansion alone. First Page needed to separate intent profiles, control cost efficiency and match campaign depth to each segment’s expected return.
First Page developed a segmented SEM strategy focused on lead efficiency, not just lead volume.
The first priority was segmenting by intent, not just audience size. Campaigns were split by use case, recognising that mainstream air-con storage and wine storage had different motivations, buying journeys and lifetime value profiles.
Next, the team focused on cost control through optimisation. Campaigns were actively optimised towards cost-per-lead stability, rather than simply maximising delivery volume. This helped maintain acquisition efficiency while lead volume scaled.
First Page also applied precision targeting to match demand. Broader intent signals were used for the air-con storage campaign to capture efficient mainstream demand, while narrower interest and behavioural layers were applied to the wine storage campaign to protect CPL and reach a more qualified audience.
Together, these efforts helped Extra Space Asia scale lead generation across both mass-market and niche storage demand without losing control of acquisition costs.
