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Regional moving company with presence in 5 Florida metros but no cohesive digital strategy. Google Ads scattered across multiple campaigns, no keyword optimization. SEO efforts minimal. Competing directly against national chains (United Van Lines, Allied, etc.) with significantly higher ad budgets. Lead quality was poor; cost per lead was $68 — unsustainable.
Conducted full Google Ads audit. Identified waste: 300+ irrelevant keywords draining budget, ad groups poorly organized, landing pages generic. Restructured into 5 campaign groups (one per Florida metro: Miami, Tampa, Orlando, Jacksonville, Fort Lauderdale). Created 15 metro-specific landing pages emphasizing local operations, local reviews, guaranteed pricing. Paused underperforming keywords, reallocated budget to high-intent terms. Initial results: CPL dropped from $68 to $52. Lead volume remained ~450/month but quality improved to 8-10 conversions with 6-7% conversion rate. Quality Score improved from 4.2 to 6.1.
Implemented demographic targeting: focused on household income $75K+, homeowners, age 25-65. Added location exclusions for unprofitable areas. Launched SEO initiative: built 40+ local service pages targeting "best movers in [city]," "moving services [zip code]," etc. Optimized for mobile (60% of searches were mobile). Updated all landing pages with video testimonials and trust badges. Ad copy testing: tested 12 variations focusing on "same-day quotes," "local family-owned," "guaranteed rate." Lead volume grew to 650/month. CPL dropped to $42. Quality Score: 7.3. Google Local Pack visibility increased significantly for target keywords.
Achieved stable 1,350-1,550 qualified leads/month across all metros. CPL stabilized at $28 (59% reduction from initial $68). Conversion rate improved to 10-12% (up from 4-5%). Implemented automated bid strategies: target CPA bidding set to $28. Created seasonal campaigns (peak summer months: May-August) with 30% budget increase. By Month 12: Annual leads = 1,850. Average lead value: $2,400 (estimated move value). Total leads converted: ~220-240/year. Revenue impact: ~$530K+ annual. Marketing spend: $324K/year ($27K/month average). ROAS: 1.63x on revenue, 9.2x on lead value. Quality Score stabilized at 8.2 across all campaigns. Organic traffic from SEO provided 15-20% of total qualified leads by Month 12.
Xpress Relocations cut their cost per lead by 59% and tripled lead volume. If your Google Ads aren't generating qualified leads at a sustainable cost, we can fix it.
This credit comes from Google for new ad accounts, not from us. As a Google Premier Partner, we set it up for you, free.
