Moving services | PPC Advertising / USA
This case study details the lead generation efforts for a moving services company with 15 years of experience. The campaigns were run on Google Ads and Microsoft Advertising, targeting a 150-mile radius around Kirkland, WA, USA.
Objectives
- Generate qualified leads (form submissions, calls) for moving services.
- Achieve a target Cost Per Lead (CPL).
- Test and optimize campaign strategies, including ad copy, bidding, and audience targeting.
- Drive traffic to key service pages and a dedicated quiz funnel.
As a result, we got a list of 2634 keywords by a targeting areas of advertising campaign:
What We Did
- Campaign Setup: Launched Search, Display (GDN), MSAN, Performance Max, and Retargeting campaigns on Google Ads and Microsoft Advertising.
- Keyword Management: Developed an initial list of 316 keywords based on core services like «moving company,» «local movers,» and «piano moving». A broad set of negative keywords was compiled to exclude irrelevant traffic. The keyword list was later expanded with broad match and trending keywords.
- Ad Creative & A/B Testing: Continuously performed A/B testing on ad headlines and descriptions to improve ad quality and performance. Image extensions were added to search ads.
Search:
GDN:
Remarketing:
- Audience & Bid Optimization: Implemented bid adjustments for specific demographics (Age 45-54, Women +15%), locations (Seattle +15%), and devices (Tablets -90%). Ineffective placements and locations were excluded.
- Strategy Optimization: Tested various bid strategies, including «Maximize Clicks» and «Maximize Conversions». Budgets were reallocated between platforms based on performance.
Results (Period: 2023-11-17 — 2024-02-28)
The following results are a summary of performance across Google Ads and Microsoft Advertising for the specified period.
| Metric | Google Ads | Microsoft Ads | Total / Average |
| Budget | $4,509.00 | $2,718.00 | $7,227.00 |
| Leads | 185 | 327 | 512 |
| Average CPL | $24.37 | $8.31 | $14.12 |
| Clicks | 2,125 | 3,195 | 5,320 |
| Average CTR | 4.88% | 1.15% | 3.02% |
| Average CR | 8.71% | 10.23% | 9.62% |
Platforms
- Google Ads
- Microsoft Advertising (Bing)
Key Insights
- Microsoft Advertising Delivered Higher Lead Volume at a Lower Cost: Microsoft Ads generated nearly twice the number of leads at approximately one-third of the CPL compared to Google Ads during the reporting period.
- Performance Max Campaigns Showed Strong Potential: The introduction of Performance Max campaigns in Google Ads quickly generated a high volume of conversions at a very low CPL, indicating its effectiveness for this business model.
Strategic Bid Adjustments Were Crucial: A/B testing revealed that switching to «Maximize Conversions» and adjusting bids for specific demographics (women, age 45-54) and locations (Seattle) significantly improved CPL and lead volume.
