The Client
Royal Moving Co is a full-service moving company headquartered on Melrose Avenue in Los Angeles, with crews in San Francisco, Portland, Seattle and Austin: local and long-distance moves, commercial relocations, packing and storage. The corporate client list includes CBS, Lululemon and CBRE, and the company carries a 4.9-star rating built on more than 27,800 customer surveys.
Vlad Iglin, the owner, hired Live PPC Ads in May 2023, and the first campaigns went live in June. The Google Ads account had been running for two years under a previous manager.
52 leads in May 2023. 143 in June. Over 1,000 a month by spring 2026.
The Starting Point
In the twelve months before we took over the account produced 515 conversions on $32,953, between 17 and 88 a month. It was a small, Los Angeles-only account with the structure of a much smaller business:
- One city, one campaign type. Search only, LA only, while the company was already operating in four other metros.
- Local Services Ads switched off. Google's Local Services program, the "Google Guaranteed" placement above the search results that most people call first when they need movers, was not running.
- No Business Profile campaigns. Five offices with five Google Business Profiles, none of them promoted.
- Phone numbers not tracked. Every landing page had its own phone number and none of them were conversions.
What We Built
1. Local Services Ads as the Core
Local Services Ads became the backbone of the account. It is the placement moving customers see first, it charges per lead rather than per click, and it carries the Google Guaranteed badge and the review count. Since June 2023: 13,314 leads through Local Services (7,686 phone calls and 5,628 messages), on $576,547.
2. A Search Campaign per City
Los Angeles, San Francisco, Portland, Seattle and Austin each got a Search campaign with its own ad copy, phone number and landing page, plus A/B tests on bidding and match type in the two largest markets. LA Search alone: 969 leads on $51,159. The Austin market added a dedicated form-lead conversion of its own.
3. Business Profile Campaigns for Every Office
Each office's Google Business Profile got a campaign built on it, so map-pack and "movers near me" searches land on the right location: Van Nuys, Melrose Avenue, Oakland, Portland, San Francisco. The Van Nuys campaign mostly sends people to the office on the map: 3,458 directions requests on $24,964, which are not counted as leads here.
4. Every Phone Number a Conversion
All eleven phone numbers across the landing pages were set up as tracked conversions, along with form submissions, so bidding could see the full picture. Since June 2023 that is 1,132 tracked calls and 2,457 form leads, including 1,651 from the main lead form, 344 from Austin and 326 from the website form.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining and negatives against "how much does it cost" and job-seeker queries, bid modifiers by hour and city, and budget moved toward the metros producing leads this week.
The Results
Every call, message and form since we took over in June 2023, added up. Directions requests and taps on a call button are not counted.
| June 2023 to August 2026 | |
|---|---|
| Ad spend | $807,328 |
| Calls, messages and form leads | 16,903 |
| Cost per lead | $48 |
| Directions requests (not counted as leads) | 4,552 |
Monthly leads went from 52 in May 2023 to 143 in the first month, 244 by October 2023, and a sustained 716 to 1,066 a month from August 2025 onward as spend scaled from $10,000 to $47,000 a month.
Where the Leads Come From
| Source | Leads |
|---|---|
| Local Services phone calls | 7,686 |
| Local Services messages | 5,628 |
| Form leads (all cities) | 2,457 |
| Calls from Search, Business Profile ads and the website | 1,132 |
Key Takeaways
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For movers, Local Services Ads is the first campaign, not the last. It is where the customer looks first, it charges per lead, and the review count does the selling. Thirteen thousand leads came through it.
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One campaign per city, one campaign per office. A company operating in five metros needs five Search campaigns and five Business Profile campaigns, each with its own phone number and page. A single LA campaign cannot scale into Seattle.
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Count every phone number. Eleven numbers across the landing pages, none tracked, meant the previous account was bidding blind. Tracking them was the cheapest improvement we made.
About This Campaign
This account is managed daily through Ad Campaign Concierge™, our proprietary optimization system for lead generation accounts.
Industry: Moving Services Platforms: Google Ads (Local Services Ads, Search, Performance Max, Business Profile campaigns) Location: Los Angeles, San Francisco, Portland, Seattle, Austin Account Duration: June 2023 to present (ongoing)