Referrals and word-of-mouth are great, but nearly every moving company finds that in order to grow, they have to pay for customer acquisition. That could mean buying ads, paying for leads, or investing in your website so it shows up higher on Google.
This is the first in a series of articles where we'll break down each of those options. We're starting with ads because they're the easiest to test. You put in your credit card, spend a little money, and you'll quickly see what happens.
The two most popular ad platforms for movers are Google and Facebook (Facebook also includes Instagram). We're not going to dive into the technical details of setting up campaigns — there are already plenty of guides for that. Instead, we're going to look at what actually happens when you spend money on ads.
When you buy an ad, you're usually paying for either impressions or clicks.
| Payment Model | What It Means | When You Pay | Best For |
|---|---|---|---|
| Impressions (CPM) | Cost per 1,000 views | Every time someone sees your ad | Brand awareness campaigns |
| Clicks (CPC) | Cost per click | Only when someone clicks your ad | Direct response & lead generation |
Imagine you set up a Google ad for "Local Moving in Memphis, Tennessee." You decide to spend $500 over two weeks.
| Stage | Numbers | Calculation |
|---|---|---|
| Website Visitors | 200 people | $500 ÷ $2.50 per click |
| Form Submissions | 40 people | 200 × 20% conversion rate |
| Booked Moves | 5 jobs | 40 leads × 12.5% close rate |
| Revenue Generated | $3,000 | 5 moves × $600 average |
| Net Profit | ~$100 | 1.2x ROI |
Now take the same $500 and test it across different platforms:
| Platform | Ad Spend | Moves Booked | Revenue | ROI |
|---|---|---|---|---|
| Google Ads | $500 | 5 moves | $3,000 | 1.2x |
| Facebook/Instagram | $500 | 3 moves | $1,800 | 1.6x |
Another important factor is who you're targeting. Not all audiences behave the same way:
| Customer Type | Move Frequency | Average Job Size | Best Strategy |
|---|---|---|---|
| Older Homeowners | Less frequent | Larger, higher-value moves | Focus on quality & experience |
| Younger Renters | More frequent | Smaller moves | Emphasize speed & affordability |
| Corporate Relocations | Seasonal peaks | Premium services | Professional approach & reliability |
The real key to ads is knowing your numbers. Here's what you need to track:
| Metric | What to Track | Why It Matters |
|---|---|---|
| Lead Source | Where your leads come from | Identifies best-performing channels |
| Cost Per Lead | How much each lead costs | Helps optimize budget allocation |
| Lead Quality | Whether leads convert to jobs | Ensures profitable customer acquisition |
| Customer Lifetime Value | Total value per customer | Justifies higher acquisition costs |
Ads are often the first step for moving companies that want to grow, but they're also one of the easiest ways to waste money if you don't track results.
Start with a small budget, measure everything, and be willing to adjust. Over time, you'll learn which platforms and audiences bring you the best business and stop wasting money on what doesn't work.
With the right approach, marketing doesn't have to be confusing—it can be a predictable system for steady growth.
We’re here to help you find the moving company that’s perfect for your needs, with the right support from the start.
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