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Most movers running Facebook ads are doing one of two things:
- Winging it, or
- Trusting an “ad guy” who sets it and forgets it.
If that sounds familiar, you’re probably burning budget and missing booked jobs.
This guide breaks down how facebook ads for moving companies actually work when they’re done right: how to budget, how to build a simple funnel, how to target without wasting dollars, and how to turn clicks into booked moves.
👉 Need more ways to get moving jobs? Here are the 15 best lead sources for movers.
Facebook vs. Google: play both, but play them differently
Different channels do different jobs. Treating them the same is how budgets disappear.
Google Ads = intent 🎯
People are actively searching “movers near me” or “best moving company in [city].” You’re catching demand that already exists.
Facebook Ads = attention 🧲
You’re targeting by location, life events, and behavior (new home, engaged, downsizing). Facebook plants the seed, warms prospects up, and feeds your pipeline.
Smart split: Use Google to capture buyers now. Use Facebook to create and retarget demand.
Reality check: In SmartMoving’s 2026 data, 44% of moving companies are running Facebook ads. That’s enough to prove the channel works—but it’s still far less crowded than Google, where roughly 89% of movers are running ads.
How much to spend (and where)
Start lean. Scale what works. Tie spend to booked jobs, not gut feel.
The average mover spends roughly $4,000-$4,500 per month on paid advertising. A smart starting point is allocating 20-30% of that to Facebook and Instagram ads.
Example starter ad budget
| Channel | Budget | Job to be done |
| Google Ads | $2,400-$2,700 | Capture high‑intent searches |
| Facebook / Instagram | $1,100-$1,300 | Generate demand and retarget |
| Directories (Yelp, Angi) | $300-$400 | Build trust through verified listings |
| Direct mail | $200-$300 | Reach high‑income households and new move‑ins |
👉 Want an optimized ad budget based on your revenue size? Grab our free marketing budget calculator.
Daily Facebook budget
Start with $15-$50/day. Enough data to learn without lighting money on fire.
By company size
- 3-6 trucks: $15–$25/day (retargeting first)
- 6-10 trucks: $30–$50/day (add cold audiences)
Minimum campaign mix
- $15/day: Top‑of‑funnel (video views)
- $20/day: Middle/bottom‑of‑funnel (lead conversions)
- $10/day: Retargeting
Build a lead funnel—not just “an ad”
One ad can’t do everything. Facebook ads work best when you warm prospects, build trust, and then close.
Top of funnel (TOF): warm them up
You have about 2-3 seconds to stop the scroll.
What works:
- 15‑second crew‑in‑action clips
- “What to look for in a mover” tips
- Short post‑move testimonials
Goal: Video views or landing‑page clicks. Pixel everyone for retargeting.
Middle of funnel (MOF): prove you’re legit
They’ve seen you. Now show proof so asking for a quote feels safe.
What works:
- 5-star customer reviews
- Licensing and insurance callouts
- “Why customers choose us” creative
Goal: Send traffic to a fast, trust-building quote page.
Bottom of funnel (BOF): close the deal
Make booking frictionless. If they have to think, you lose.
What works:
- “Still need a mover? Get a free quote today.”
- Scarcity like “Only 3 crews left this week in [city]”
Goal: Form submissions and phone calls.
Ad formats that work (and when to use them)
Test aggressively. Kill losers fast. Scale winners faster.
Start lean:
- Single image: Simple tests, great for retargeting
- Video: Trust‑builder (crews, trucks, happy customers)
- Lead ads: Native forms with instant auto‑response
- Stories: Optional, but effective if most traffic is mobile
Then scale (when your daily budget is $100+)
- Carousel ads: Show your process or service types (budget $100+/day)
- Messenger ads: If you can handle real‑time chats
- Click‑to‑call ads: Mobile users who want to talk now
Targeting that doesn’t waste dollars
Sniper beats shotgun. Here's how to lock on.
Start with your data:
- Custom audiences (site visitors, CRM, video viewers)
- Lookalikes from past customers
Then layer Facebook’s data:
- ZIP codes and service radius
- Homeowner, income, likely-to-move filters
- Advantage+ placements
These targeting options help Facebook reach the right audience without paying for junk clicks.
Creative that actually converts
You don’t need fancy. You need believable.
- Real footage and photos, not stock
- Show your crews, trucks, and customers
- Copy formula: hook → pain → proof → CTA
Example:
“Moving in [city]? Don’t trust your life’s stuff to randoms. Our 5‑star crew moves 500+ families a year—without breaking a lamp or your back. Get a free estimate in 30 seconds.”
Tips that move the needle:
- Design for sound‑off viewing (big captions)
- Subtle motion beats static images
- One clear CTA: “Call now” or “Get your quote”
Your landing page is (probably) killing you
Ads can’t fix a bad page.
Fix these first:
- One form, 3 fields max: name, address, move date—every extra field costs you leads
- Under 3‑second load time
- Trust above the fold: reviews, license #, badges
- Sticky mobile CTA: phone + quote button visible
- Accurate tracking: Meta pixel + CAPI
Retarget like a shark
Most moving decisions take 7-14 days.
Run retargeting ads like:
- “Our crews are booking up—lock your date now.”
- “Your quote is 80% done. Tap submit.”
- “See why [city] residents trust us—500+ five‑star moves.”
Budget control and optimization
Don’t touch campaigns until the learning phase finishes. Then optimize like a scientist.
Watch these daily:
- Cost per lead (CPL)
- Form conversion rate (15-30% target)
- Booked jobs per 10 leads
If CPL is low but bookings are weak, fix your sales follow‑up, not your ads. Speed and quoting discipline matter more than most creatives.
Real ad examples worth modeling
Steal the structure, not just the look.
Moving Ahead Services (video)
High‑energy, behind‑the‑scenes trust builder.
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Piece of Cake (image)
Review‑driven, clean branding.
College Hunks (carousel)
Multi‑frame education + conversion.
Get more out of every ad campaign
Clicks don’t pay crews. Booked jobs do.
- Route leads instantly into your moving CRM
- Auto‑reply by text and email while you call
- Call within 5-10 minutes to qualify and book
SmartMoving customers respond 112% faster than industry average. Faster follow‑up = higher conversion.
👉 See why it works in a live demo.
FAQs
Q: How much should I spend on Facebook ads for my moving company?
Most movers allocate 20-30% of their ad budget to Facebook. For many, that’s $15-$50 per day to start. Scale only when leads turn into booked jobs.
Q: Who should I target with Facebook ads?
Start with your own data (website visitors, CRM leads, past customers), then use Facebook’s filters to target ZIP codes, homeowners, and likely-to-move. Your data converts better than interest guessing.
Q: What Facebook ad creative works best for moving companies?
Real beats polished. Short videos of crews, happy customer reviews, real trucks, and clear CTAs (“Get a quote”) consistently outperform stock or overdesigned ads.
Q: How should I measure ROI of Facebook ads vs. other channels?
Compare channels by cost per booked job, not clicks. Track CPL, form conversion rate, and booking rate. Scale what books profitable moves consistently.
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