Google Ads gives a moving company something search engine optimisation can't: visibility you can turn up and down by the week. Used properly, it follows your booking calendar, spending more when trucks are free and less when they aren't. We plan, build and manage those campaigns for movers. We don't move anyone, and we don't resell leads: every call and request goes straight to you.
How ads should work for a mover
The answer is simple: campaigns should match how you make money. That means splitting them by the jobs you sell, because each one has a different value and a different searcher.
| Campaign | Typical search | Why it's separate |
|---|---|---|
| Local residential | "movers [city]", "2 bedroom apartment movers" | Highest volume, most price-shopping |
| Long-distance | "movers [city A] to [city B]" | Bigger ticket, longer decision |
| Commercial | "office movers [city]" | Manager buyer, weekday or after-hours work |
| Small moves and labour | "help moving a couch", "loading help" | Fills short gaps, lower value |
Each campaign gets its own budget, so a busy local month can't quietly eat the money meant for long-distance work.
Following the calendar
Most moving companies have predictable peaks. In Quebec, for example, most leases end on June 30, which brings many moves on July 1 each year, according to a June 2026 notice from the Tribunal administratif du logement. In weeks like that, the trucks fill without ads, and paid clicks mostly reach people you'll have to turn away.
So we plan spending against your own booking history:
- Mark the dates that are usually full weeks ahead. Reduce or pause local spending for those dates.
- Mark the dates that are usually empty. Increase spending in the two to three weeks before them, when people with flexible dates are still choosing.
- Use ad text to steer flexible customers: mention weekday availability or mid-month openings where it's true.
- Review each month against booked moves, not clicks.
What's included
- Account review or setup, in your company's name
- Campaign structure by move type and distance
- Keyword lists with exclusions for searches you don't want (job seekers, truck rental, do-it-yourself)
- Ad text that states real information: service area, move types, how you price
- Call and enquiry tracking connected to the outcome you record
- Monthly report with cost per enquiry and cost per booked move
Timeline
- Week 1: review of past spend, if any, and agreement on the value of a booked move
- Weeks 2–3: campaigns built and tested, tracking checked end to end
- Weeks 4–8: learning period; we cut waste weekly
- Month 3 onward: budgets shifted between campaigns and dates based on booked results
How results are measured
Clicks and impressions appear in the report, but they don't decide anything. What decides things is cost per booked move by campaign. If long-distance campaigns cost $300 per booking on $4,000 jobs and local campaigns cost $180 per booking on $1,200 jobs, the long-distance campaign is the better buy, even though it looks more expensive.
Mistakes to avoid
- Running ads before the phones are covered. Every unanswered paid call is money gone. Fix call handling first; see quote-to-booking.
- One campaign for everything. You can't tell which move types are profitable.
- Bidding on competitors' names without thinking about how it looks. It can raise costs for everyone and annoy people searching for someone else.
- Ad text that promises a price you can't hold. It brings complaints, not bookings.
- Letting the account live in an agency's name. Ask for ownership in writing from any provider, including us.
A note on Local Services Ads and other formats
Google offers several ad formats beyond standard search ads, and their availability depends on category and location. If a format is open to moving companies in your area, we'll assess whether it fits your goals and tell you plainly if it doesn't.
Ads work best on top of steady local search and a solid review routine. For spend levels and plan fees, see pricing.
Frequently asked questions
How much should a moving company spend on Google Ads?
Work backwards from what a booked move is worth to you. If an average job earns $1,500 and you're comfortable spending 10% of that to win it, your target is about $150 per booked move. The budget follows from how many extra moves you can serve.
Is ad spend included in your plan price?
Ad spend is paid to Google and is separate from our plan fee. Exactly how spend and management are billed is set out in writing in your proposal before anything starts.
Can ads help with long-distance moves?
Yes, and they should run as separate campaigns. City-to-city searches behave differently, cost differently and are worth more, so mixing them with local campaigns hides what's working.
Who owns the ads account?
You should. We set up or work inside an account in your company's name, so the history and data stay with you if we part ways.