Moving services | Targeted Advertising / US
ServicePro, a local service provider specializing in moving assistance.
Services: The company offers a range of services including:
- Furniture assembly and disassembly.
- Moving furniture and heavy items within a home.
- Furniture and appliance delivery and installation.
- Loading and unloading trucks, PODs, containers, and storage units.
The key competitive advantages identified were lower prices compared to larger moving companies and the efficiency and care of their team («adequate guys who work very quickly and carefully»).
Region: Sacramento, Folsom, Eldorado Hills, and a 30-mile radius around Sacramento.
Solution
The strategy was built on segmenting the audience based on their specific needs and intent. Initially, three core audience segments were developed for targeting on Facebook and Instagram.
Initial Audience Segmentation:
- Help with Furniture: Users interested in furniture-related services.
- Help with Home Appliances: Users seeking assistance with home appliances.
- Movers: Users actively involved in or planning a move.
Targeting Parameters (Initial Setup):
- Demographics: Users aged 20-55, all genders.
- Location: Sacramento, Folsom, Eldorado Hills.
- Interests:
- Segment 1 (Furniture): Bed, Bedroom furniture, IKEA, Modern furniture, Shelf, Sofa bed, Wardrobe, Furniture.
- Segment 2 (Appliances): Dishwasher, Refrigerator, Washing machine, Home Appliances, Kitchen, Oven, Stove, BSH Bosch und Siemens Hausgeräte.
- Segment 3 (Movers): The movers, Moving company, Small house movement. This segment also included a demographic targeting for users who «Recently moved».
- Exclusions: To refine the «Movers» segment and avoid targeting industry professionals, individuals with job titles like «Furniture movers» were excluded.
This multi-segment approach allowed for tailored messaging and creative for each specific user need.
Workflow
The campaign was managed through an iterative process of testing and optimization. The primary channel for lead capture was Facebook’s Lead Generation form, which included qualifying questions to better understand the client’s needs:
- What services are you interested in? (Moving/assembling furniture, Moving/assembling home appliances, Other)
- Move from / Move to / Move date
Campaign Iteration 1 (November 4 — November 20, 2022):
The campaign launched with the three initial audience segments and corresponding ad creatives. Based on performance, several adjustments were made mid-flight:
- November 11, 2022: The «Help with Furniture» and «Help with Home Appliances» segments were merged into a single, broader segment titled «Help with Furniture & Appliances» to consolidate interests and potentially improve performance. The original two segments were paused.
- November 11, 2022: New ad banners and ad copy were introduced for the remaining active segments («Movers» and the new combined «Furniture & Appliances»).
Ad Copy Examples:
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- For Furniture Segment: «Need Help with Moving or Assembling Furniture in Your Home? 🛌🪑 Then we are the right specialists for you! ✅».
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- For Movers Segment: «Are you looking for professionals for your upcoming move? 🚚 We’ll help you with your residential or commercial move, so you can sit back and relax. 🤩».
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- Combined Value Proposition: A key message used across ads was the promise of no extra fees for stairs or packing materials and a commitment to punctuality.
Campaign Iteration 2 (December 5 — December 9, 2022):
Based on the results and recommendations from the first period, a new testing phase was initiated. The «Movers» segment had underperformed, so the strategy shifted to target users with interests related to home improvement.
Audience Segmentation (Second Iteration):
- Segment 1: Users interested in Cleaning, Carpet cleaning, Home appliances, Furniture.
- Segment 2: Users interested in Home Renovations, Renovation, Home Repair.
This pivot was supported by new ad copy tailored to this audience: «You plan home repair? We help you with moving furniture & appliances». Additionally, based on platform performance, it was decided to focus placements only on Facebook, as it had delivered better reach and results than Instagram in the first phase.
Results
The campaign’s performance was tracked across two distinct periods, reflecting the iterative testing approach.
Period 1: November 4 – November 20, 2022
During this initial 17-day period, the campaign generated its first leads and provided baseline metrics for optimization.
- Total Budget: $305.76
- Leads Generated: 5
- Ad Clicks: 90
- Average Cost Per Lead (CPL): $61.15
- Average Cost Per Click (CPC): $3.40
Period 2: December 5 – December 9, 2022
This shorter, 5-day test phase implemented the learnings from the first period, focusing on a refined audience and platform strategy.
- Total Budget: $85.99
- Leads Generated: 2
- Ad Clicks: 31
- Average Cost Per Lead (CPL): $43.00
- Average Cost Per Click (CPC): $2.77
Overall Campaign Performance (Aggregated & Averaged):
By combining the data from both reported periods, we get a complete picture of the campaign’s results.
- Total Campaign Spend: $391.75
- Total Leads Generated: 7
- Total Ad Clicks: 121
- Blended Cost Per Lead (CPL): $55.96
- Blended Cost Per Click (CPC): $3.24
Conclusion:
The iterative testing process proved effective: by refining audience targeting from broad moving interests to more specific signals like home renovation and cleaning, the Cost Per Lead was reduced by nearly 30% (from $61.15 to $43.00). This demonstrated that targeting users with an immediate, related need (like home repairs) was a more cost-efficient strategy for this specific service offering. The pivot to Facebook-only placements also contributed to this optimization.
