For moving companies looking to grow fast and get more leads, Google Ads is one of the most effective digital marketing channels. But many movers ask: “How much should we really spend?”
In this guide, we’ll walk you through:
- How Google Ads works for moving companies
- What factors affect your ad spend
- How to calculate your ideal PPC budget
- How to maximize ROI and avoid wasted spend
Let’s break it down.
Why Google Ads Is a Must for Moving Companies
Most people hire a mover after a quick Google search. That means if you’re not visible, your competitors are getting the calls.
Benefits of Google Ads for movers
- Appear instantly at the top of Google when people search “movers near me”
- Target only your service areas (no wasted spend)
- Get high-intent leads that are ready to book
- Flexible budget and daily control over your spending
- Immediate results — unlike SEO, which takes time
Related: Google Ads for Movers
What Affects Your Google Ads Cost?
Your budget can vary depending on a few key factors
- Competition in your area (major cities = higher cost per click)
- Keywords you're targeting (e.g. “emergency movers” costs more than “cheap movers”)
- Time of year (summer = peak moving season = higher ad costs)
- Quality of your landing page (a poor experience means higher CPC)
- Your ad quality score (better ads = cheaper clicks)
On average
- Search Ads = $8 to $22 per click
- Google Local Service Ads = $25 to $60 per lead
How to Calculate Your Moving Company’s Google Ads Budget
There’s no “one-size-fits-all,” but here’s a proven formula to start with:
Monthly Budget = Targeted Number of Leads × Average Cost Per Lead
Let’s say
- You want 50 leads per month
- Your average cost per lead is $40
Your monthly budget should be around $2,000
Also consider
- Your close rate (e.g. if 20% of leads book, that’s 10 jobs/month)
- Average job value (local moves might be $900+, long-distance $2,500+)
- Profit margins and how many jobs you want per month
What Kind of ROI Should Movers Expect?
A well-optimized campaign can deliver high returns. Here’s a typical scenario:
- You spend $2,000/month on ads
- You get 50 leads
- 20% convert = 10 moves
- Each move is worth $1,200
That’s $12,000 in revenue from $2,000 in ads = 6x return on ad spend (ROAS)
Well-run campaigns often return between 4x and 8x ROAS for moving companies.
Related: See Our Case Study Results
What Should Your Google Ads Strategy Be?
Your budget depends on your business stage. Here's how to approach it based on where you are:
For New or Small Moving Companies
- Start with $1,000–$2,000/month
- Focus on a tight local radius (your city or zip codes)
- Run Search Ads + Local Service Ads
- Target low-competition, high-intent keywords
For Growing or Mid-Sized Movers
- Budget: $2,000–$5,000/month
- Expand to 2–3 metro areas or counties
- Use retargeting and install conversion tracking
- Invest in landing pages built to convert
Related: Need a Site That Converts? See Our Web Development Services
For Enterprise or Multi-Location Movers
- Budget: $5,000–$15,000/month+
- Target multiple states or regional markets
- Segment by services (e.g. local, long-distance, storage)
- Use CRM and automation to track everything
Related: CRM & Lead Automation for Movers
How to Avoid Wasting Money on Google Ads
Many movers waste ad spend by making basic mistakes. Here’s how to avoid them:
- Don’t send traffic to your homepage — build dedicated landing pages
- Use negative keywords like “U-Haul” or “free” to avoid irrelevant clicks
- Track phone calls and form submissions
- Only run ads during business hours if you can’t answer calls 24/7
- Monitor keyword performance weekly and pause low-converting terms
- Make sure your website is mobile-friendly
Google Search Ads vs. Local Service Ads (LSAs)
Here’s the difference, simplified:
Google Search Ads
- You pay per click
- Flexible and detailed targeting
- Requires optimized landing pages
- Good for branding, seasonal campaigns
Google Local Service Ads
- You pay per lead
- Easy to set up, but you need to be Google Guaranteed
- Top placement on search results
- Ideal for local lead volume fast
The best strategy is to run both, compare cost-per-lead, and shift spend based on results.
Related: Google Local Ads Setup & Management
When Should You Increase or Cut Your Ad Budget?
Increase your budget when
- You’re consistently hitting high ROI (5x+)
- You’re losing impression share due to limited budget
- You’re expanding into new zip codes or services
Lower your budget if
- You’re getting more leads than you can handle
- Your conversion rate drops
- You need to fix your landing pages or sales process
Tip: Run A/B tests often and check lead quality — not just volume.
Want Help Running Google Ads That Actually Book Moves?
At Movingengine.io, we specialize in done-for-you marketing for moving companies. From Google Ads to landing pages and lead management — we do it all.
Our team
- Builds and optimizes your Google Ad campaigns
- Designs landing pages that convert
- Tracks every lead and call so you see the ROI
- Gives you full transparency in monthly reports
Book Your Free Strategy Call Now
Final Thoughts: Spend What You Can Track & Scale
So, how much should your moving company spend on Google Ads?
The honest answer: enough to meet your goals and keep ROI high. Start small, test often, and scale once you’ve found your winning formula.
Don’t overspend. Don’t under-optimize. And don’t guess.
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