Moving Business Google Ads Case study
How We Increased Moving & Storage Bookings for Elite Moving with Google Ads
Elite Moving offers professional moving and secure storage services, but despite strong demand, their Google Ads campaign was underperforming — resulting in high costs and inconsistent leads.
1000+
1000+
high-intent bookings
50+
direct phone enquiries
300%
Revenue Growth
30%
Reduction in Cost Per Conversion
The Client
About Elite Moving
Elite Moving provides reliable moving services and secure storage solutions for short and long-term needs. With a commitment to customer satisfaction, they handle every move professionally and efficiently, from planning to execution. Their clean, monitored storage facilities offer peace of mind, ensuring items are safe.
Despite strong demand, Elite Moving struggled to generate consistent, high-quality leads. Their existing Google Ads campaign was underperforming, leading to high costs and inconsistent booking rat
Challenges & Goals
Where they were vs
where they needed to go.
Challenges
| Issue | Impact |
|---|---|
| Generic Targeting | A single campaign targeting multiple locations resulted in irrelevant leads and wasted budget. |
| Unstable Lead Volume | Some locations received too many leads, while others had too few enquiries. |
| High Cost Per Conversion | Without location-based targeting, ad spend was not optimized, leading to expensive conversions. |
| Low Brand Visibility | Competitors with stronger ad placements and assets were outperforming Elite Moving in key areas. |
Goals
| Target | Outcome Needed |
|---|---|
| Searchers in each specific service location with tailored, location-relevant ads. | Improve relevance and conversion rates by ensuring each audience sees messaging that speaks directly to their area. |
| Budget allocated toward the highest-performing locations and search terms. | Reduce cost per conversion by continuously optimizing spend toward what delivers the strongest return. |
| High-intent prospects across multiple geographic service areas simultaneously. | Scale lead volume across all target locations without sacrificing the quality or relevance of incoming enquiries. |
| Potential customers across search, display, and video channels using Performance Max campaigns. | Build brand recognition at every stage of the buying journey, keeping the business visible well beyond standard search results. |
| Ad creatives enhanced with compelling images, videos, and ad extensions. | Increase click-through rates and audience engagement by presenting ads that are visually strong and rich in relevant information. |
Approach
Six steps to a
better-performing account.
Creating Separate Campaigns for Each Target Location
Instead of running a single, broad campaign, we launched individual search campaigns for each service area. This allowed us to:
- Tailor ad copy and extensions to match location-specific searches.
- Adjust budgets and bidding strategies based on location performance.
- Improve ad relevance by targeting users closer to Elite Moving’s service areas.
Focused Keyword Targeting & Ad Group Segmentation
We refined keyword selection to attract high-intent customers, focusing on searches such as:
"Storage Companies Near Me"
"Removals to Netherlands"
"Moving Company London"
We segmented ad groups based on:
- Moving services (local & long-distance moves)
- Storage solutions (short & long-term options)
This structure ensured ad copy matched search intent, improving engagement and conversion rates.
Smart Bidding & Campaign Optimisation
We launched the campaigns with Max Clicks bidding to gather initial data.
Once we recorded a strong number of conversions, we switched to Max Conversions with portfolio bidding, allowing us to:
- Control CPC and CPA to ensure cost-efficient spending.
- Bid higher on high-value leads while reducing spend on low-quality clicks.
- Maintain a steady flow of leads while keeping costs low.
Performance Max (PMax) Campaigns for Multi-Channel Reach
To supplement search campaigns, we launched Performance Max campaigns, expanding visibility across:
- Google Search
- YouTube Ads
- Display Network
- Google Discover & Gmail Ads
PMax allowed us to:
- Capture users across multiple touchpoints, increasing brand recognition.
-Optimise asset combinations dynamically to serve the best-performing ad formats.
-Expand reach to high-converting audiences beyond search alone.
High-Quality Ad Assets & Extensions
We created compelling visual assets to improve ad engagement across platforms. Image Assets – Showcased professional moving teams, secure storage facilities, and fleet vehicles.
Callout Extensions – Highlighted unique selling points:
- "Licensed & Insured Movers"
- "Short & Long-Term Storage Available"
- "Free Moving Quote – Call Now"
Sitelink Extensions – Drove users to key service pages like:
- "Book a Move"
- "Get a Storage Quote"
- "Packing Services"
Structured Snippets – Showcased available moving and storage services. This multi-asset approach improved click-through rates (CTR), engagement, and overall ad quality.
Ongoing Campaign Review & Optimization
We monitored location performance and reallocated budget to the highest-converting areas.
We tested new ad variations and removed underperforming assets.
We adjusted bids dynamically, ensuring each location maximised lead generation at the lowest cost.
Results
A High-Performing Ad Strategy for
Moving & Storage Services
1000 +
50 +
direct phone call enquiries from customers ready to move
300%
30%
Why It Worked
Smart Google Ads optimisation drove higher-quality leads at lower cost.
Targeted ad groups & keyword strategy
Only attracting people already looking for the specific service removed wasted budget immediately.
Smart bidding
Reduced costs, increased conversions while Boosted engagement and CTR.
High-quality assets & extensions
Carefully crafted ad copy paired with high-quality, eye-catching images drove stronger audience engagement and higher click-through rates.
Continuous tracking & improvements
Ongoing performance monitoring, A/B testing, and data-driven adjustments ensured sustained growth and long-term campaign success.
The Impact
Final Thoughts
By launching separate Google Ads campaigns per target location and introducing Performance Max, we helped Elite Moving generate more bookings while reducing costs.
