Google Ads management for a moving company
Moving is two businesses sharing one phone line, and Google Ads is where that shows up first. Local residential clicks run $8 to $20 in most metros. Long-distance clicks routinely clear $25 because you are bidding against lead aggregators who resell the same person to five carriers and can pay more for the click than you can.
So the account gets split. A tight local campaign inside 15 to 25 miles of the yard on exact and phrase match. A separate long-distance campaign with its own budget, its own landing page and your USDOT number visible on it. Small specialty campaigns for piano, senior and office moves, which are low volume, low competition and the best margin in the account.
The mistake almost every owner makes is leaving broad match on. Broad match buys truck rental, moving boxes, "moving to Texas" research and job seekers, and it will eat $3,000 before anyone notices. Two weeks in, working looks like this: a negative list built from the real search terms report, calls counted only past 60 seconds, and cost per call between $30 and $80 local, under $150 on long distance.