I often hear from business owners why they need to have a paid advertising campaign working together with their other digital marketing campaigns. I then ask them when they search online for a product or service, how often do they click the first or second result that appears on the top of the search engine results?
It’s a trick question. Whether or not the business owner clicks on online ads is irrelevant; it’s whether their customers do.
And they do.
According to a 2024 report about the search advertising industry, the average click thru rate was noted at the following figures:
2.1% of people using a search engine will click on the first ad that appears, followed by a decrease of about 1% for the following three ad spots (if they exist on the SERP.)
You’ll notice that the click thru percentage goes up dramatically for the first organic search result, way up to 39.8%. SEO is still a powerful tool to get targeted visitors to your site.
So why do companies still put money into PPC campaigns if the overall percentage of clicks is lower?
Because on average the percentage of people that turn into warm leads is 6.64% in the consumer services market.
Put more simply, for every 100 people that click on your ad and visit your page, you should see 6-and-a-half good leads to follow up with.
Now bear in mind, 6.64% is the average number of conversions coming from ad clicks. Some pages do better, and some do worse.
Conversion rates between 10% – 20% aren’t unheard of for fantastic performing landing pages.
So if you’re spending $35 a click and it costs you $3,500 for 100 clicks, you should see 6 or 7 moving jobs come from that investment. If your average move is $1,000, then that’s $6,000 – $7,000 in revenue.
Nearly or equal to a 2:1 return on investment. And that’s only if the moving job is $1,000.
According to a 2024 article published by Forbes, the average cost of a local move is $1,400. Now your revenue jumps up to $8,400 on those six moving jobs — and again, these are average figures.
So PPC still works, and works well. Now that I’ve shown that let’s move into what a good PPC campaign does.
The Basics of Understanding Paid Ads for Moving Companies
What are paid ads and their significance in moving campaigns?
Paid ads (which include Google Ads but can include Facebook/Instagram and other platforms) are a digital marketing strategy where companies pay to have their advertisements displayed on various online platforms, such as social media, search engines, and websites.
These ads can vary in format, from text and image-based ads to video ads, and are targeted toward specific audiences based on demographics, interests, behaviors, and more.
In the language of digital marketing, paid ads are relevant because they offer a direct and effective way to increase visibility, attract potential customers, and drive traffic to your website or landing page.
For a moving company seeing dominance in relevant search results, leveraging paid ads means positioning your company in prime online real estate space. The people looking at the search results are very warm leads, actively searching for moving services. This is why paid ads have a higher conversion rate and provide an excellent return on investment (ROI).
Benefits of using paid ads for moving companies
– Targeted Reach: Paid ads allow moving companies to narrow down their audience to those who are most likely to need their services. This precise targeting is key to maximizing the efficiency of ad spend.
– Quick Visibility: Unlike organic growth strategies that take time to yield results, paid ads offer instant visibility, putting your moving company in front of potential customers right when they need you.
– Measurable Results: With paid ads, you can track and analyze the performance of your campaigns in real-time, allowing for adjustments and optimizations to improve ROI.
– Flexibility: Paid advertising platforms offer a range of ad formats and budget options, making it easier for moving companies of all sizes to find an approach that works for them.
Google Ads for Moving Companies
Google Ads is one of the most powerful and popular digital advertising platforms available today; in 2023 the platform generated $237 billion dollars in revenue from advertisers. And that figure keeps going up.
Google Ads display ads across Google’s vast network, including its search engine results pages (SERPs), YouTube, and a wide array of partner websites. For moving and storage space companies, having your company guaranteed to show up near the top of results gets you that extra bit of marketing visibility for people in a rush to find a solution.
This is a key takeaway point. If you understand the needs and timing of who is clicking on your ad, you stand a better chance at converting them into a lead and closing them.
That’s why some landing pages perform much better than the industry average of 6.67%.
Tips for setting up effective Google Ads campaigns for a moving company
Here is what our marketing team members have seen work for good online ad campaigns:
– Use Specific Keywords: Focus on keywords that are highly relevant to your moving services, including location-based keywords to attract local clients.
– Create Compelling Ad Copy: Your ads should highlight what makes your moving company stand out, such as special offers, experience, or unique services. Include clear calls to action (CTAs).
– Optimize for Mobile Visitors: With many users searching for services on mobile devices, ensure your ads and landing pages are mobile-friendly.
– Utilize Ad Extensions: Ad extensions such as call buttons, location information, and links to specific pages on your website can enhance your ads and provide more value to potential customers.
– Track and Optimize: Continuously monitor your ad performance, using metrics like click-through rates (CTR) and conversion rates to fine-tune your campaigns for better results.
Social Media Advertising for Moving Companies
I’ve talked about the role of social media for moving and storage companies before. Social media advertising is another way to reach customers where they spend a significant amount of their time.
A great social media ad campaign speaks a little different than a Google Ads campaign. Social media ads need to leverage the reason why people are using the platform. It’s typically not a direct ad for your moving services, but more of a softer approach that works best.
Customer testimonials, showing successful results, some entertainment value, and authenticity are where we see the best performing social media advertising.
Importance of social media advertising for reaching a broader audience
Social media platforms also offer moving companies the means the ability to target specific demographics, locations, and even interests. This gives even more targeting control for your ad spend, reaching those potential customers most likely to require moving services very shortly.
By leveraging their vast amount of user data, social media ads can precisely target those in the process of buying a new home (who will need movers or storage space), renters transitioning to another place (also in need of your service), or individuals looking for moving tips and resources (you see where I’m going with this, right?)
Strategies for creating compelling social media ads for a moving company
Creating impactful social media ads involves a mix of creativity and strategy. Here are some tips:
– Use High-Quality Images: Show off your team, your trucks, and successful moves with high-quality, engaging photos.
– Highlight Reviews and Testimonials: Social proof is powerful. Share customer testimonials and reviews to build trust.
– Offer Promotions: Limited-time promotions or discounts can encourage potential customers to choose your service over competitors.
– Call to Action: Always include a clear call to action (CTA), directing viewers on what to do next, whether it’s to receive a quote, visit your website, or call now.
Utilizing different social media platforms for advertising purposes
Each social media platform has its strengths and caters to different demographics and interests. For instance:
– Facebook is excellent for detailed targeting options and a broad user base.
– Instagram is perfect for sharing visually appealing content and stories that showcase your services.
– LinkedIn is ideal for networking with real estate agents, property managers, company managers, and other similar professionals who can refer or use your services.
Experimenting with ads across these platforms is also beneficial. By testing different platforms and ad campaigns, you identify where you get the best engagement and return on investment.
Maximizing ROI with Paid Ads
To ensure that every dollar spent on paid ads contributes significantly to your bottom line, understanding and maximizing your return on investment (ROI) is crucial. Let’s now spend some time discussing this term.
Understanding ROI and its importance in paid advertising
ROI measures the profitability of your paid advertising campaigns, indicating how much you earn for every dollar spent. In the context of moving companies, it helps identify which ads are driving bookings and generating revenue versus those that are not performing well. Understanding ROI is essential for making informed decisions on where to allocate your ad budget for maximum impact.
Tips for optimizing paid ad campaigns to increase ROI for moving companies
To optimize your paid ad campaigns for better ROI, here is what we’ve seen work for our clients:
– Target the Right Audience: Ensure your ads are seen by individuals genuinely interested in moving services by properly setting your targeting options.
– Use Analytics: Regularly analyze your ad performance data to understand what works and adjust your strategy accordingly.
– A/B Testing: Experiment with different ad elements (e.g., headlines, images, offers) to see what resonates best with your audience.
– Track Conversions: Use conversion tracking to see how many leads and customers result from your ads. This allows you to calculate your ROI accurately and identify areas for improvement.
– Optimize Landing Pages: Ensure your ads lead to landing pages that are optimized to convert visitors into leads or customers.
By focusing on these five areas, moving companies can significantly increase the effectiveness of their paid ad campaigns. This will get you a better return on investment and more business growth.
Tracking and Analyzing Paid Ad Performance
Importance of tracking and analyzing paid ad performance
You will need to monitor and adjust your ad campaigns. There’s no way around it unless you like wasting your hard earned cash.
Diving into paid ads without a monitoring and adjustment plan is like sailing without a compass. The marketing manager of your moving company should know at any given moment which ads are moving the needle and making you buisness.
More importantly, by keeping a eye on your online ad performance you can pivot quickly, reallocating funds from underperforming ads to those that convert viewers into customers. In essence, tracking and analyzing your ads can be the difference between a campaign that flops and one that flies.
Tools and metrics for measuring the success of paid ad campaigns for moving companies
To effectively measure the success of your paid ad campaigns, there are several tools and metrics that are indispensable. For instance, a go-to tool that our marketing team uses is Google Analytics. It’s free and offers invaluable insights into how users interact with your website after clicking on a Google Ad You can track conversions, page views, and even the bounce rate – all very useful for understanding if your ads are attracting the right audience.
Key metrics to focus on include click-through rate (CTR), which indicates how compelling your ad is; conversion rate, showing the percentage of clicks that turn into actions (like booking a moving service); and cost per acquisition (CPA), which tells how much you’re spending to acquire a new customer. By keeping a close eye on these metrics, your moving company marketing manager can fine-tune their strategies for better results.
Budgeting for Paid Ads
Strategies for setting an effective budget for paid advertising
Setting an effective budget for your paid advertising campaigns is a balancing act. Start with clear objectives.
Ask yourself questions like: are you looking to increase brand awareness, drive bookings, or both? Your goals should dictate your budget.
A common strategy is to allocate a certain percentage of your projected revenue for marketing, often between 5-10%. However, for more targeted campaigns, consider the cost-per-click (CPC) in your niche and estimate how much traffic you aim to drive to your site. Site traffic will provide you valuable data to further refine your ad campaigns.
Ways to allocate budget effectively across different advertising platforms
Allocating your advertising budget effectively requires a mix of experimentation and strategic planning. Diversify your investments across several platforms to find which works best for your moving company.
Google Ads may be a great starting point due to its vast reach and detailed targeting options. However, don’t overlook social media platforms like Facebook and Instagram, which offer powerful tools for visual ads that can appeal to those planning a move.
Consider the strengths of each platform. Google Ads is excellent for capturing high-intent search queries, while social media can be better for building brand awareness and engagement. Start with a broader approach, then reallocate your budget based on performance metrics. Keep a keen eye on ROI from each platform, and don’t be afraid to adjust your spending based on what the data tells you. Remember, the goal is not just reaching people but reaching the right people who need your moving services.
Thought Exercise: A Successful Paid Ad Campaign for a Moving Company
Let’s test these ideas out and throw some numbers together. Imagine a regional moving company that invested in Google Ads and Facebook targeted advertising. We’ll call this business Moving Company A.
Within the first six months of launching their PPC campaign, Moving Company A sees a remarkable double-digit increase in booking rates, predominantly attributed to these ads. The ads were not only crafted to target specific demographics within the company’s operational regions but also included optimized keywords that potential clients frequently used in their online searches.
Even with the cost associated to each click, the average conversion rate of 6.63% yields a positive return on Moving Company A’s investment.
Key takeaways from implementing successful paid ad campaigns
From our experience at The Movers Agency here are some takeaways we’ve learned about crafting ideal online ad campaigns:
– Targeting is Key: Understand your audience and use platform targeting tools to reach your ideal customer. Location-based ads can be particularly effective for local moving companies.
– Compelling Ad Copy and Offers: Your ad copy should highlight what sets your services apart. Special promotions or discounts can also increase click-through rates.
– Continuous Optimization: Always monitor your ad performance and tweak your strategy based on what the data tells you. Testing different keywords, ad formats, and landing pages can help improve ROI over time.
– Invest in Quality Visuals: Especially for platforms like Instagram and Facebook, high-quality images and videos of your services can make your ads stand out.
Final Thoughts
Remember, the key to a profitable paid ads campaign lies not just in attracting clicks but in converting those clicks into actual customers. Monitoring, analyzing, and fine-tuning your ads based on their performance will propel your return on investment (ROI) skyward. By leveraging platforms like Google Ads with their vast reach and intricate targeting capabilities, your moving company can reach a wider audience of people actively looking for your business.
Don’t think of investing in paid ads as a way to spending money, think of it as a way to make money. Your ad campaigns should be performing in the black; if they aren’t it’s time to reexamine your ad strategy. If that’s the case, we’d like to offer a free examination and report our findings to you. Contact us to arrange it.
