How a Moving Company Got 240% More Jobs

The account had no negative keyword list, meaning ads were appearing for irrelevant searches. There was no conversion tracking so no data existed on which keywords generated actual bookings versus wasted clicks. The account structure had all keywords in a single campaign with no thematic organisation, making optimisation impossible and quality scores low.

The improvement came entirely from optimisation rather than increased spending. Adding 340-plus negative keywords eliminated wasted clicks. Restructuring into themed ad groups improved quality scores and reduced cost-per-click. Building mobile-optimised landing pages improved conversion rate from visitor to lead. Adding call tracking created a feedback loop enabling continuous improvement.

The most impactful change was reducing the mobile landing page to ask only three qualifying questions before capturing the lead, rather than a lengthy multi-field form. Combined with a load time improvement from 8 seconds to under 2 seconds on mobile, these changes drove a 4x improvement in the form conversion rate and reduced the mobile bounce rate from 78% to 31%.

The reduction came from three improvements: eliminating wasted clicks through negative keywords reduced total cost-per-click, improving landing page conversion rate meant more bookings per click, and implementing call tracking attribution revealed that certain high-intent keyword groups generated moves at a much lower cost, allowing budget to be shifted toward what worked.

Yes, moving is an ideal vertical for Google Ads because the search intent is extremely high and the timing is predictable. Someone searching for movers this weekend is making a purchase decision within days. We have managed moving company campaigns across multiple markets and consistently see strong ROAS because the high average job value more than justifies the cost per lead.

The highest-converting keywords were those with explicit timing signals such as movers this weekend, moving company available Saturday and same-day movers combined with the city name. These searches indicated people ready to book rather than comparing options. Emergency and same-day searches also generated high conversion rates despite typically having higher cost per click.

The campaign became profitable within 30 days once proper conversion tracking was in place and the negative keyword list was implemented. The full 240% increase in booked moves was achieved by month 7. The initial 30-day period involved significant restructuring and learning phase optimisation before costs dropped to profitable levels.

A full website rebuild was not required. We created dedicated mobile-optimised landing pages for the paid campaigns while leaving the main website in place. The landing pages were specifically designed for paid traffic with faster load times, simplified forms and stronger calls-to-action than the main site, which is standard practice for direct response paid media campaigns.

Yes. A new Google Ads account can be built with the right structure from day one, avoiding the negative keyword and tracking gaps that hurt established accounts. New accounts do go through a learning phase where the algorithm gathers data, typically 30 to 60 days, but with proper setup the account can reach profitability within that timeframe even without historical data.

Book a free strategy session and we will audit your current Google Ads account if you have one, or assess the opportunity from scratch if you are starting fresh. We will show you the specific keywords, budget and landing page approach most likely to work in your market before you commit a dollar to advertising with us.