Moving keywords have some of the highest CPCs in home services. Customers request multiple quotes and often book the cheapest option. Without rapid follow-up (within 5 minutes) and compelling differentiation, you're paying $12+ per click for leads that go to competitors.
Local moves ($300-800), long-distance moves ($2,000-8,000), and commercial moves ($5,000-50,000) require completely different targeting and messaging. Most movers run generic campaigns that fail to address the specific concerns of each move type.
Moving is highly seasonal—70% of moves happen May-September. Running the same budget year-round means overspending in slow months and underspending when demand peaks. Smart movers shift 60-70% of annual budget to peak season.
Broad match keywords trigger your moving company ads for searches like "moving company jobs" and "moving company salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Moving Companies who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But moving company searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different moving company customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
DIY movers who won't hire you.
Self-movers renting U-Haul, not hiring a company.
Research phase, not ready to hire.
Pure price shoppers—lowest close rates, highest complaints.
Job seekers, not customers.
Two powerful tools for moving companies to improve your Google Ads performance