Search and Local Services Ads cut a moving company’s cost per booked move
A moving company was paying for clicks it couldn’t trace to jobs. Tracking came first, then campaigns rebuilt from the same query map as its SEO pages.
Sample project
- cost per booked move
- −38%
- booked jobs from ads
- 2.4×
- calls over 60 seconds
- +31%
The challenge
The company spent every month on broad Search campaigns, but calls weren’t tracked and form leads weren’t matched to booked jobs. Many clicks came from searches for truck rentals and storage, which it didn’t offer.
What we did
- Tracking before budget: call tracking with a minimum length, form conversions, and booked jobs imported from the CRM.
- Campaigns from the query map: ad groups for local moves, long-distance routes and packing, each landing on its matching service or route page.
- Negative keywords for truck rental, storage and DIY searches.
- Local Services Ads alongside Search, with the USDOT number in the copy.
The results
Within four months, the cost per booked move fell by 38% and booked jobs from ads rose 2.4 times. Converting searches with no matching page went into the SEO content plan.
Other case studies
Law firm, 5 monthsSample
Topic retargeting filled an estate planning firm’s consultation calendar
- booked consultations
- +86%
- cost per qualified lead
- −33%
Jewelry, 3 monthsSample
Ring-reveal Spark Ads brought a jewelry brand its cheapest new customers
- viewers held past 3 seconds
- 38%
- cost per purchase
- −29%
Self storage, 6 monthsSample
14 self storage facilities moved into the top 3 of the local map pack
- organic leads
- +212%
- locations in the top 3
- 14 of 16
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