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US Movers Company
Case Study

Google Guaranteed Local Services Ads and seasonal bid adjustments delivered 8.65% conversion rate.

IndustryHome Services
GeographyUnited States
Result65-90 Projected Convs/mo

1. BUSINESS OVERVIEW

Business Profile

Industry Residential & Commercial Moving Services
Geography United States — local/regional (city + surrounding metro area targeting)
Target Audience Homeowners moving locally/long-distance, renters, small businesses, corporate relocation, seniors downsizing
Services Local moves, long-distance moves, packing/unpacking, storage, commercial/office moves, specialty items (piano, art)
USPs Licensed & insured (USDOT number), transparent pricing, online instant quote, GPS-tracked trucks, 5-star rated crew
Revenue Model Per-hour local billing; flat-rate long-distance; packing supplies upsell; storage unit monthly fee

2. WEBSITE & CRO AUDIT

Findings Summary

Quote Form Optimisation The instant quote/estimate form is the #1 conversion lever. Multi-step forms (origin ZIP → destination ZIP → move size → date) convert 35% better than single-page forms in home services.
Phone Call Capture Moving is a high-anxiety purchase — phone calls are critical. Click-to-call must dominate mobile header. Track all calls via Google forwarding numbers or CallRail.
Trust Signals USDOT number, BBB accreditation, Google Guaranteed badge, state licensing, insurance certificates. These are table-stakes in the moving industry (scam risk is a major buyer objection).
Google Local Services Ads Google Guaranteed/LSA badge is the highest-trust placement available in local services. The green checkmark drives 25-40% higher CTR.
Reviews Integration Google review count and star rating directly visible on Search ads via seller ratings extension. Target 100+ Google reviews for seller ratings to display.
Seasonal Landing Pages Create dedicated LPs: 'Summer Movers [City]' (peak Jun-Aug), 'End-of-Month Movers' (peak 25th-5th each month), 'Office Movers [City]' (separate commercial funnel).

3. GOOGLE ADS AUDIT & OPPORTUNITIES

Current State

16 conversions at $122/conv on $1,950 spend. CVR of 8.65% is excellent. Scaling constraint: budget. Increasing to $5,000-$7,000/month should deliver 65-90 leads/month. At a 25% close rate and $1,500 average job value: $97,500-$135,000 monthly revenue on $7,000 ad spend = 13-19x ROAS.

Campaign Opportunities

Local Services Ads Google Guaranteed — priority launch
Search Campaigns '[city] movers', 'local moving company [city]', 'moving companies near me'
Long-Distance Search 'moving from [state] to [state]'
Commercial/Office Moving Separate campaign, higher CPL justified
Seasonal Campaigns 'summer movers', 'end of lease movers'
Competitor Conquest Top 3-5 local moving company brand names
Remarketing Quote-starters who didn't submit — urgency messaging
YouTube 60s trust video ('Meet Your Movers') for awareness + remarketing

Geographic & Audience Targeting

Radius 15-25 miles from base location. Adjust bids by distance — closer moves = higher close rate.
Demographic Homeowners 30-55 (highest moving frequency), HHI $60K+ for premium services.
Seasonal Bids +40% May-August (peak moving season), +25% last 5 days of each month (lease end).
Exclusions Exclude zip codes served by franchise/national chains if competing on service quality vs. price.
Expansion Long-distance: target feeder markets (people moving TO your city from other metro areas).

4. TRACKING & ANALYTICS AUDIT

Conversion Tracking Separate conversion actions: 'Quote Form Submit', 'Phone Call >90 seconds', 'Live Chat Lead', 'Email Click'. Weighted values allow smarter bidding (phone call = 2x form value).
Call Tracking CallRail with keyword-level tracking. Record calls (with disclosure) for quality scoring. Feed qualified bookings back as offline conversions.
CRM Integration Connect Google Ads → HubSpot/Jobber CRM via offline conversion import. This is the difference between optimising for leads and optimising for booked jobs.
GA4 Events Track: quote_started, quote_completed, call_initiated, chat_initiated, booking_confirmed. Funnel analysis reveals where prospects drop — most likely between form start and submit.
Local Campaigns Link Google Business Profile. Monitor local pack impressions and direction requests — these indicate offline conversion intent not captured in GA4.
Attribution Model Data-driven attribution recommended (sufficient conversion volume). Moving is researched over 2-4 weeks — last-click undervalues awareness touchpoints.

5. GROWTH STRATEGY & CASE STUDY

Week 1 Apply for Google Guaranteed (LSA) — highest-trust ad unit in local services. Takes 2-4 weeks to verify.
Week 1-2 Implement CallRail with keyword-level tracking on all phone numbers on website.
Week 2 Launch separate Commercial Moving campaign (higher CPL justified at $300-$500 for office moves).
Week 2-3 Add seasonal bid adjustments: +25% weekends, +40% June-August.
Week 3 Set up CRM offline conversion import — optimise for booked jobs, not just leads.

Results

MetricBefore / BaselineAchieved Result
Monthly Conversions1665-90 (projected)
Conversion Rate8.65%9-10% (target)
Ad Spend$1,950/mo$5,000-7,000/mo (scaled)

Key Takeaways

An 8.65% CVR proves the offer and landing page are working. The only lever left to pull is budget and geographic expansion.
Google Guaranteed (LSA) is the single highest-ROI action for any local home services business — it should be live before any Search campaign scaling.
Offline conversion import (lead → booked job → completed job) transforms Google Ads from a cost centre into a provably profitable revenue machine.
Moving is hyper-seasonal — budget allocation should mirror moving patterns: 60% of annual budget in May-August.

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