Key takeaways
- The Google Ads account, its billing and its conversion history should be registered to your business, with the manager added as a user.
- Management for movers means pacing spend to crew capacity, not just bidding: month-end weekends sell out before the budget does.
- A useful monthly report counts surveys, booked moves, cancellations and cost per move run, by campaign.
- Ask any manager to show the work: search terms cleaned, tests run, pages changed.
Google Ads management for a moving company means running the campaigns that bring in local, long-distance, packing and storage moves, inside an account your business owns. It covers keywords, ads, pages, budgets and tracking, all paced to the dates your crews can still take. Good management is judged by booked moves, not by clicks.
What management includes
- Campaigns split by service. A long-distance campaign should never borrow the budget meant for local weekday moves, so each line of work gets its own money, keywords and ads.
- Keyword and search term work. A shared negative list for truck rental, mover jobs, self-storage and research searches, updated weekly in the peak season.
- Ads that answer the mover's questions. Crew sizes, what affects the price, insurance and registration details where they apply, and how fast an estimate comes back.
- Landing pages per service. A local page with an hourly-rate explainer, and a long-distance page with an inventory or virtual survey request.
- Budget pacing to your calendar. Spend eased back as month-end weekends fill, and pushed toward mid-month and weekday dates you still need to sell.
- Call and form tracking. Calls from ads and from your site tracked, with short calls filtered out (call tracking).
- Booked moves fed back to Google. Outcomes from SmartMoving, Supermove or your CRM imported as conversions, so automated bidding chases customers who pay a deposit, not people who only wanted a ballpark (conversion measurement).
Who owns what in a managed account
| Part | You own | We do |
|---|---|---|
| The account | Opened in your business name | Work in it as a user |
| Billing | Charged to your payment method | Recommend budgets |
| Changes | Every change visible in the account | Build, test and adjust campaigns |
| Results | History that stays with you | Report calls, booked jobs and cost per customer |
Who should own the account
Your business should own the account: registered in your company's name, billed to your card, with any manager added as a user you can remove. Ownership is the first thing to check, because in moving it is often the last thing anyone mentions.
Lead sellers and pay-per-call vendors are common in moving, and many run ads from their own accounts and sell you the results. That can fill a calendar for a season. But when you stop paying, the search term history, the conversion data and the landing pages all stay with them. You start again from nothing in the busiest month of the year.
Four checks take ten minutes:
- Open Google Ads and confirm your business is the account owner, not just a user.
- Check that the payment method is yours, and ask whether any markup is added to ad spend.
- Confirm your phone numbers and tracking numbers are registered to you.
- Ask for a list of every user with access, and remove anyone who has left.
How we report
We report the numbers you run the trucks on, by campaign, every month.
| Line in the report | What it tells you |
|---|---|
| Spend by campaign | Where the money went: local, long distance, packing, storage |
| Calls and quote requests | Raw demand, with duplicates and hang-ups removed |
| Surveys or estimates completed | Whether leads were real enough to price |
| Moves booked with a deposit | What the ads put on your calendar |
| Cancellations | Moves lost to slipped closings and double-booked customers |
| Cost per move run | The number that decides where next month's budget goes |
| Work done | Search terms cleaned, ads tested, page changes made |
| Next month | What changes, and why, given the dates already sold |
If a report from any agency shows clicks and impressions with none of the middle lines, ask why.
How it works
- Assess. We trace last season's spend, campaign by campaign, to the moves it produced in your moving software, and check the tracking and landing pages along the way.
- Prioritize. We rank the fixes by how fast they lower cost per booked move, usually tracking and negatives first, then pages, then structure, and put dates on each.
- Execute. We rebuild inside your account and show you each change.
- Measure. We report booked moves and cost per move run monthly, and set budgets ahead of the summer peak and each month-end.
For the numbers themselves, the cost per lead guide for moving companies shows the math, and the Google Ads overview for movers covers when ads beat other channels.
How VETS Growth Marketing helps
We manage Google Ads for moving companies with the account, billing and data in your name from day one, and no long-term contract holding you in place. Work is scoped as a project with outcomes and dates, and every report leads with booked moves and cost per move run. Bring your current account to a growth consultation and we will check who owns it and what it is paying for.
Sources
- About conversion measurement, Google Ads Help
- Set up tracking calls to a phone number on a website, Google Ads Help