Industry: Moving
Objective: Focus on high-margin offerings like long-distance moves and packing services while reducing CPA
Background: Quick Nick's Moving Company, a family-owned business specializing in residential moving services, faced a challenge: generating consistent, high-quality leads to scale operations and fill downtime during off-peak seasons.
Challenges:
Seasonal fluctuations: Lead volume dropped significantly during off-peak moving months.
High cost-per-click (CPC): Generic campaigns targeting broad keywords inflated ad spend.
Unqualified leads: Many inquiries came from customers outside their service area or seeking services they didn’t provide.
Limited digital presence: The company relied heavily on word-of-mouth, with minimal online marketing efforts.
Strategy:
To address these challenges, we implemented a comprehensive Google Ads strategy focused on increasing visibility for Quick Nick and making lead volume higher quality and more consistent:
Keyword Targeting: Local modifiers and geo-specific terms ensured Quick Nick's ads reached potential customers in their primary service areas. Broad match keywords were also removed
Competitive Bidding: Developed an aggressive bidding strategy to ensure ads appeared in top positions for targeted keywords, enhancing visibility
Engaging Ad Copy: Crafted compelling ad copy highlighting unique selling points, special offers, and customer reviews to attract clicks and improve engagement
Seasonal Adjustments: Adjusted bids and ad schedules based on seasonal trends to maintain visibility during peak times as well as off-periods
Results:
The targeted Google Ads campaign led to significant improvements in Quick Nick’s outbound marketing:
Higher & Cheaper Lead Volume: 53% increase in leads and a 27% reduction in CPA
Increased Profitability: The number of long-distance moving leads increased 46%, leading to increased profitability for Quick Nick’s