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.

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.