Google Ads is supposed to be a lead machine.
But for most movers, it's more like a polite robbery. You give it money, it gives you...nothing. Or worse, junk leads from people looking for free boxes or someone to lift their couch “real quick.”
The problem isn’t that Google Ads don’t work. The problem is you're running them like a yard sign in Times Square.
Let’s fix that.
👉 Need more moving leads? Check out the 15 best lead sources for movers.
(Spoiler! Google Ads is one of them.)
1. Stop bidding on "moving company" like it’s a magic spell
Why? Because Google loves vague terms. They burn budget fast and deliver shoppers who want five quotes and a free massage.
Do this instead:
✅ Use specific job-based keywords: "apartment movers Denver" or "2 guys and a truck for stairs."
✅ Add negative keywords: “free,” “jobs,” “U-Haul,” “hiring,” “DIY,” and “cheap.” You’re not Craigslist.
✅ Stick to Phrase and Exact Match. Broad Match is for people who enjoy gambling without the fun part.
2. Keywords: 10 killers beat 100 duds every time
Myth: More keywords means more leads.
Truth: It means more garbage and calls from people asking if you sell boxes.
Here’s the move:
✅ Pick 5 top job types and build around them.
✅ Check the search terms weekly. Anything weird? Block it.
✅ Focus on what books jobs. Not what gets clicks.
👉 Get a jumpstart with this list of 50 moving keywords.
3. Your homepage is a nice tour, but nobody’s buying...
Why? Because homepages are like waiting rooms. Pretty, but nobody makes decisions there.
Here’s what works:
✅ Build a landing page for each ad group: local moves, apartment jobs, long-distance.
✅ Put the quote form front and center. Add reviews. Show a map. Make it stupid-easy to book.
✅ Test it on your phone. If it’s clunky, fix it. That’s where most leads come from.
4. Clicks don’t feed your crew. Conversions do
If you’re only tracking clicks, congratulations. You’re measuring hope.
Track this instead:
✅ Quote requests
✅ Calls from ads
✅ Form submissions
Use SmartMoving to tie each lead back to the keyword that actually made money. Google isn’t going to do it for you. They’re busy counting your dollars.
5. Google Ads is not a crockpot. You don’t set it and walk away
That "automated optimization" thing? That’s code for "we’ll keep spending your money whether it works or not."
Log in weekly. Do this:
✅ Kill underperforming keywords
✅ Test new headlines and descriptions
✅ Use ad extensions. They’re not optional
If you're not checking in, you’re basically saying, “Please take my money, I don’t need it.”
👉 How much should you spend on ads? Here's a budget breakdown for Facebook and GoogleAds.
Bonus download
Want a campaign that actually books jobs instead of sucking up cash?
Final word
If your Google Ads campaign feels like donating to a black hole, it’s not your fault. Most movers never get the manual. That’s why this exists. To save you from paying for clicks that don't convert, calls you can’t answer, and keywords that sound good but act dumb.
You don’t need a degree in digital marketing. You need a process that works.
Let’s build one that does.
