Google Ads Case Study for Moving Business89 Moving Leads at $47.70 Each

A move has a fixed date, so people search with real urgency and usually contact the first few movers that look reliable. Showing up at the top of Google at that moment, with a clear way to get a quote, is one of the fastest ways for a moving company to fill its calendar.

The catch is that "moving" is a broad word. Many searches come from people who plan to move themselves, need storage or want a job with a removal company. The account has to be built to filter those out from the first day.

• 2.79K clicks from Google Ads
• 89 conversions, meaning quote requests and calls from people planning a move
• $47.70 average cost per conversion
• $4.24K total ad spend for the period
• Roughly 1 in 31 clicks turned into a lead

• Keywords focused on hiring intent, such as movers near me, moving company, local movers, house movers, apartment movers and office movers, combined with the areas the company serves
• Separate ad groups for local moves, long-distance moves, office moves and packing services, each with its own ads
• Location targeting limited to the real service area, with presence-only targeting so ads reach people who are actually moving from there
• Ads written around what movers are chosen on: free quotes, licensed and insured crews, transparent pricing and on-time moves
• Ad schedule matched to the hours the office can answer calls and reply to quote requests

A shared negative keyword list stopped ads from showing for searches that rarely become customers, including truck and van rental, moving boxes and packing supplies, self-storage units, DIY moving tips, and moving or removal jobs. The search terms report was reviewed every week to keep adding new ones.

• Quote-request forms tracked only on a confirmed submission, through Google Tag Manager
• Calls from ads and calls from the website counted as conversions after a minimum call length
• Enhanced Conversions for Leads used so enquiries still match back to the ad click when cookies are limited
• Every conversion action checked so the same lead is never counted twice

Once quote requests are flowing at a steady cost, the next step is to report back which leads became booked moves and what each move was worth. Importing those outcomes into Google Ads lets bidding favour the searches and areas that bring in the most valuable jobs, such as full-house or long-distance moves.