Case Study
How a Moving Company Owner Finally Saw Exactly How Much Money Google Ads Was Bringing In
How We Turned Google Ads from a Money Pit into a Consistent Profit Source
Case Author
Karyna
Before
In January 2024, this case study began with a moving company Google Ads campaign we launched for LMS Company. Before we stepped in, LMS Moving Company in FL had spent tens of thousands of dollars on Google Ads but couldn’t determine if it was generating any revenue.
The main issues were:
- Too much budget allocated to calls from people seeking jobs or offering services. 45% of calls were from jobseekers or vendors.
- Many leads just disappeared — people would fill out a form, but then never answer the phone. In the end, each qualified lead cost around $130. As a result, lead quality looked high on paper but delivered nothing in reality.
- There was no clear way to see what Google Ads was actually bringing in. The company was spending over $5K a month on ads, but had no proof if that money was generating any real revenue.
- The owner of LMS Company had no choice but to take the marketing team at their word. There was no tracking, no real data — just guesswork.
The Solution
01
Optimized their website (CRO)
- Improved key conversion elements on the website to drive more form submissions, achieving a 32% conversion rate (every third visitor submits a quote request)
- Boosted visibility in Google Maps by rolling out a review and photo generation system. In addition, we improved credibility with user-generated content.
Filtered Google Ads traffic
- Set automatic rules to exclude calls shorter than 80 seconds
- Blocked irrelevant search terms like job seekers and vendor solicitations
04
03
Set up a real tracking and reporting system
- Implemented full call tracking and lead tracking, tied directly to Google Ads.
- Built reports that showed not just leads, but actual revenue tied to those leads. As a result, the client finally saw the real ROI of their ads.
Email Marketing
- Launched email marketing campaigns to maximize the potential of the existing customer base and nurture new leads.
05
07
Set up a real tracking and reporting system
- Implemented full call tracking and lead tracking, tied directly to Google Ads
- Built reports that showed not just leads but actual revenue tied to those leads
Local Marketing
- Created 3 Google My Business profiles over the year and established a system for collecting reviews from real customers
- Developed a referral program for the moving company
- Designed flyers and organized regular mail campaigns
06
Results: Moving Company Google Ads Performance in Florida
Only From Google ads We Got 241 Jobs
Only 5% of calls were unqualified — the ads attracted real moving clients
241
Cost per lead dropped to $83
159
Controlled ad spend: $79,500 in spending generated $414,000 in revenue — a 521% return on ad spend. Ultimately, this proved the ads were highly profitable.
192 800
Full reporting: the owner now knows exactly where every dollar goes and what it brings back
500
We set up a clear and straightforward system to track the sources of inquiries and calls. This allows us to see what needs to be turned off and where to increase the budget. We can identify which keyword generated an inquiry or call and how much profit it brought in
One Important Note:
We only count qualified calls over 1 minute. Calls shorter than a minute are excluded to train Google's algorithms to avoid those seeking jobs, wanting to move just one sofa, etc. Therefore, our cost per lead might look slightly intimidating, but we don't waste money on unqualified leads. Our conversion rate to booking is 40%.
In just one year, we achieved these impressive results and a strong return on investment.
What the Client Gained:
✔ Lower ad costs — no more wasted money on bad leads
✔ More paying customers without increasing the ad budget
✔ Full control and visibility over marketing performance
At our agency, testing different hypotheses is how we uncover the best ways to boost your revenue. Responsibility for your investment isn’t just a promise—it’s the way we work, making sure every dollar delivers. Above all, the focus is always on ROI, giving you clarity and confidence about where your budget goes.
We continue to work with LMS Company.
To learn about the solutions we can offer to help your business grow, please submit an inquiry. Let’s get moving!
