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Google Ads for Moving Companies – Easy Step By Step Guide For Movers 2022

Existing data and statistics prove that Google Ads for moving companies is the most cost-efficient way of creating advertisements. Unlike the traditional ways of advertising (Billboard, TV, Postcards), you only pay for results (clicks or conversions) when you use Google Ads. Interested? We got you! This article will teach you how to create step-by-step Google ads for your moving company.

Google Ads for Moving Companies

Organic search vs paid search

Organic search is where your website competes for organic ranking on the Google search result page. This is achievable by making your website SEO friendly and writing content that ranks. While in paid search, you pay for a premium spot on top of the search result page.

While SEO is free (free as in Google doesn’t charge you directly, but it costs time and effort to optimize) and proven to increase website visibility, you won’t get the results right away since it takes a long time. But with paid search, you can be in front of your potential customers instantly with the right strategies.

Google Ads is an online advertising tool where you are only charged once someone clicks on your ad. It is the most efficient way of advertising as you also get data and insights on the behavior of your potential clients.

Paid search vs organic search for moving companies

If you want to read more about SEO, check this relevant article on how to use SEO for your business.

Is Google Ads for moving companies effective?

According to statistics, 90% of people who search for products and services haven’t made up their minds about brands before making a search query . This is an opportunity for your moving company to show up first on the search result page and this is possible with Google Ads.

Google Ads is the best platform you can use for creating advertisements for your relocating services. In fact, Williams-Sonoma has seen a 70% increase in its sales by using Google Ads. Most probably, most of your competitors are already using Google Ads to get their clients and get more leads.

Here are some Google ads for moving companies found on the first page of the search result:

google ads for movers sample

With the right approach and intensive research, your ads can be seen at the top too. Most moving company owners just hire Google Ads experts to manage their ad campaigns so they can just focus on the business part.

Want an in-depth Google Ads campaign for your moving business?

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Google Ads account creation

To create a Google Ads account, you need an existing Google/Gmail account. If you already have one, go to the Google Ads website, click ‘Start Now’ and sign in using your Gmail account.

Google Ads Home Page Website

After that, you will be asked about your advertising goal. At this point, do not choose anything and click ‘Switch to expert mode’ which can be found below the choices.

Switch to Expert Mode

We recommend switching to expert mode because this will give you more settings to work on which means you’ll have complete control over your ad campaigns. Not doing so will let Google automatically set up your ads and this will not give you enough insights and data.

Setting up Google Ads campaign

Campaign goal and type

For this part, we recommend not selecting a campaign goal. This is because you don’t want your overall campaign to be limited by just one goal in case you make changes in the future. Select ‘Create a campaign goal without a goal’s guidance’.

Campaign goal options for Google Ads

Now there are lots of campaign types to choose from and this would depend on the nature of your business. Since this is for a moving company, it would be best to choose ‘Search’ since you want your ad to show up on the Google search result page.

Search campaign type for Google Ads

After that, input your website URL and your company’s contact number. Then click ‘Continue’.

Input website URL and phone number Google Ads for sample moving company

Name and networks

Now you need to type in the name of your ad campaign. For better organization, you can invent your own format when creating labels within your Google Ads campaign.

Google Ads name and network settings

After that, make sure that the networks (Search and Display) are unchecked. This setting gives you an option to show your advertisement to different Google partner sites (e.g. Youtube) and other sites that are not affiliated with Google. The logic with this is that people who are looking for moving services will go to Google.com, and not Youtube or other websites.

Location and language options

Since you are a mover, it is hard to target only one location since that is not the nature of the business. Google Ads for moving companies can be targeting several areas since the potential clients are planning to relocate from one place to another.

Input the areas that your moving company can service. You can type in an area from country-level (if you are doing it internationally), to city/county level (if you only serve short distances), or you can even use postal codes for better targeting.

Location targeting for Google Ads

By clicking ‘Advanced search’ on the right side of the text box, you can opt to target locations using radius. Set the numeric value on how far your service can reach, and then type in the focus location or your business address.

Radius targeting Google Ads

After setting up your target areas, you need to check the targeting options. We usually recommend choosing ‘Presence: People in or regularly in your targeted locations’ for the target settings. But if you want to show up on people who show interest in your target locations (but they are not present in the area), you can just choose ‘Presence or interest: People in, regularly in, or who’ve shown interest in your targeted location.

Target settings Google Ads

Once you are done with locations, choose the language you prefer to use for your ad campaign. We recommend choosing only 1 language to prevent things from being complicated.

Choose language for Google Ads

Budget and bidding basics

Now you need to set your daily budget for this ad campaign. Before you set your budget, ask yourself these questions:

  • What is the maximum budget you can spend per day? Per month?
    • Spend only the amount that you are comfortable spending per day
  • Seasonality
  • How many clicks do you want to get per day?
    • Your budget may determine the number of clicks you can get per day. For example, your budget is $30, and you set the cost per click (CPC) to $0.50, this means you’ll get up to 60 clicks per day.

Budget Google Ads

Now for the bidding, you can choose different metrics you want to focus on. But we suggest choosing ‘clicks’. You can set a maximum cost per click (CPC) bid limit and as explained earlier, it will affect the number of clicks you can get per day. Your CPC can also influence the placement of your ad, the higher the CPC, the more chances for your ad to be placed on top.

Bidding strategy Google Ads

Ad rotation

After setting the budget and bidding, click on ‘Show more settings’. Then on the ad rotation, make sure that it is set to ‘Do not optimize: Rotate ads indefinitely’. This is because we don’t want Google to decide which ads will be shown to people. As much as possible, all of your ads should be equally shown so that you could test them and get results or data.a

Ad rotation settings Google Ads

Ad extension

The thing with advertising is that we want to make it bigger so it gets a higher chance of getting attention from our potential clients. And that is one of the main important of adding ad extension to your campaign. These extension types add extra information or line of text to your ad.

Type of extensions Google Ads

Here is an example of Google ads for moving companies with ad extensions:

Google Ads for movers with ad extensions

Ad group creation for your moving services

Before we proceed with creating ad groups, let’s discuss what it is and how it is important for your ad campaign.

What is an ad group?

An ad group contains a set of assigned keywords and ad copies within your campaign.  For example, you have different moving services and you want to create separate ad copies for them (for better targeting). You can create a separate ad group for each service and it will only contain keywords and ad copies that are directly relevant to the ad group.

See this visualization done in a spreadsheet:

Ad groups for movers

Notice that each keyword on the list has notations? These notations are called keyword match types.

What are keyword match types?

Keyword match types are used to set how your assigned keywords will be matched to every related search query on Google.

keyword match types for movers

  • Broad match
    • do not use any notation
    • can match to any search queries that are relevant to the keyword even if it is not directly related
  • Phrase match
    • uses quotation marks as notation
    • will only match if the keyword is within the search query
  • Exact match
    • uses brackets as notation
    • will only match if the keywords are exactly the same as the search query

All these match types have their own uses and you can use these depending on your goal. We recommend using exact match and phrase match for better targeting of your ads.

Now that you are familiarized with ad groups, let’s create one for packing services. Input the name of the ad group and type in the keywords that are related to your packing services. After that click ‘Get Keywords’.

Packing services ad group

This will give you lists of keywords recommended by Google that you can add to your ad group. Copy all the keywords on a spreadsheet and add notations on them for better documentation. You can create another ad group by clicking ‘New Ad Group’ below.

Confused about how an ad group works?

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Keyword research for movers

Ad groups won’t run if it does not have keywords in them. It is highly recommended to research carefully the keywords that you will at to the list.

Keyword research tools and techniques

Google Autocomplete Suggestion

This is the easiest way to determine what people are currently searching for that is relevant to your chosen keyword. For example, type in the keyword ‘movers’ in the Google search box and see what suggestions will pop out under it.

Autocomplete suggestion for the keyword 'movers'

See if these keywords can be added to your spreadsheet and take note of the keywords that are irrelevant to your services.

Keyword Planner

If you go to the ‘Tools & Settings’, you will see a ‘Keyword Planner’ tab under the ‘Planning’ menu. This is a Google Ads free tool for researching keywords and other additional information for each keyword.

Discover new keywords for Google Ads

Input relevant keywords to your moving products and services. And then, choose the location that your business is targeting. Input your website URL and then click ‘Get Results’.

discover new keywords for moving services

This should give hundreds of related keywords that the people are currently searching for the most on Google. This tool is really helpful as you will gain insights on how much traffic there is for that keyword and for your target location. It also gives you how competitive the keyword is and the average cost per click (CPC) for that term.

Also, as discussed in the bidding topic earlier, you can base the value of your CPC on this keyword planner result.

Keyword planner result for moving services

Take note of the keywords that you plan to add to your spreadsheet, and also the irrelevant keywords.

Online keyword tools

Using keyword planner and Google autocomplete is never enough as you still want to make sure that you are getting the right keywords for your ad campaign. To make your research more in-depth, you can use these free keyword research tool that is free (or at least have a free trial) online.

Using negative keywords

Remember how I kept repeating to take note of the irrelevant keywords that you encounter in your research? This is because you can block those keywords by adding them to the negative keywords list. Every keyword that is on the negative list won’t trigger your ads and that means it will save you some unnecessary clicks and spending.

When deciding which keywords are irrelevant, consider these questions:

  • Does this keyword have an intention to hire my moving services?
    • E.g. “meaning”, “description” – does not have buying/hiring intent
  • Does this keyword relevant to my services?
    • E.g. “international” – you do not serve internationally

If you answer no to these questions, then you can add them to your negative keyword list which can be found on ‘Tools & Settings’ under ‘Shared Library’. Do not forget to use match types on these keywords. We usually use phrase match and exact match for better blocking of keywords.

Adding negative keyword lists from spreadsheet

Writing headlines and descriptions for movers

This is how Google Ads for moving companies is structured:

Structure of a Google Ads for movers

It has an ad label on the top left corner, display path, headline, and description.

Add URL and display path

Choose a page from your website that directly describes the headline and description, then copy that link and input it as the ‘Final URL’. If your headline focuses on packing services, then your final URL should be redirected to your packing service page. Sample URL and display path for a moving company

The display path is only for extra texts that you can add to your URL, it won’t affect the link and it is just for extra keyword targeting.

Headlines

To finalize your ad campaign, you need to create interesting headlines and descriptions. Google will give you suggestions on what headlines can be used for Google Ads for moving companies. But it is still better to personalize it and plan it well that it catches the attention of your potential clients.

We recommend using symbols, numbers, and characters that are acceptable in Google Ad’s terms and policies. These will make your ad unique and pop out among other ads.

  • #1 Movers Los Angeles
  • Starts @ $249
  • For Only $49

Use power words to describe your services and overall business

  • Best
  • Fast
  • Top-Notch
  • Guarantee
  • Extra
  • Quick
  • Free

Add geographic keywords to make them feel that your services are accessible

  • Near You
  • Near Me
  • Los Angeles (or any locations you serve)

Ask questions on your headlines to appeal to them emotionally

  • Moving Away From Home? We Can Help
  • Have Fragile Packages? No Worries
  • Relocating To Another State? Call Us

Adding CTAs or call-to-action texts is no doubt effective.

  • Call Now
  • Schedule An Appoinment
  • Book Now
  • Learn More

Just combine all those techniques on your headlines and you will definitely create a good headline for your ad campaign.

Sample headlines for Google Ads for movers

Make sure to use the pin option if you want to fix the position of a specific headline.

Descriptions

Descriptions are the extra information that you can use to describe what your services are about. You can also use the techniques discussed for headlines as it will also work for your descriptions.

As mentioned above, use symbols, power words, geographic keywords, questions, and CTAs for your descriptions.

You can use testimonials or reviews from your customers as a headline.

  • They were professional friendly and very punctual -Karen A.
  •  They moved all of my furniture within an hour flat! I highly recommend this moving company! -Sarah V.
  • All movers were friendly and professional. I definitely recommend this moving company for your relocation! -Danny C.

List your services if you can! (Recommended if your headline is a general ad for your company)

  • Packing Services, Moving Services, Relocation Insurance & More!

List your best features as a moving company!

  • Trusted, Professional, Friendly, Fragile Items 100% Guaranteed Safe

Sample description for Google Ads for movers

Now that you have your headlines and description, you can now click ‘Save and Continue’. Google will redirect you to the review part of your overall ad campaign. If everything is okay and does not need fixing, then you can publish your ad campaign.

Want to advertise with Google Ads but don’t know where to start?

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Get started with Google Ads for moving companies today

Google Ads are already proven to be effective and most advertisers recommend using them as a part of your marketing strategy. So get started today and step up your advertising game with Google Ads for moving companies.

If you want to build a top-notch Google Ads for your moving services and have it managed professionally, schedule a free consultation with our Google Ads experts!

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