The Client
Tiger Town Movers is a moving and junk removal company in Clemson, South Carolina. We run their Google Ads, which turned nearly one in three ad clicks into a call or a quote request, up from one in twenty before us.
Tiger Town Movers was founded by Clemson students. They handle local and long-distance residential moves, commercial and office moves, labor-only loading and unloading, packing, and junk removal across Upstate South Carolina: Clemson, Greenville, Anderson, Seneca, Simpsonville and Spartanburg.
We took over their Google Ads in January 2026. In the first month the account produced 39 leads. In April it produced 134.
5% of clicks became leads in 2025. 30% from April to September 2026.
The Challenge
Google Ads for moving companies is a race against the calendar and against national brands:
- Short booking windows. Most people book a mover within days of searching. Miss the call and the job goes to the next company.
- A seasonal market. Demand peaks in spring and summer and around the Clemson academic calendar, then drops in winter.
- National competition. "Movers near me" searches draw truck rental chains, container companies and national van lines, plus people looking for DIY help.
- An inherited account. Page visits were being counted as conversions, and the account's own negative keyword lists were blocking many of its best searches.
What We Built
1. Real Leads Only
In January 2026 the account was counting 191 free-quote page visits as conversions. We took page views, clicks to call and map actions out of the numbers and set up tracking for what actually brings in a move: calls from the ads, calls to the website's tracking number, and quote and intake forms imported from the CRM, with qualified and closed stages tracked beside them.
2. Unblocking the Account's Own Keywords
An audit found 17 negative keywords that blocked the company's own services, including a phrase negative on "move" that stopped 82 keywords from showing, and a moving-industry exclusion list linked by mistake that blocked searches like "apartment movers," "labor only movers" and "piano movers." We removed them in April 2026, clearing 211 blocked keyword matches in one pass.
3. Brand and Non-Brand, Separated
A dedicated Brand campaign now captures people searching for Tiger Town Movers by name, and brand terms are excluded from the other campaigns so each budget does its own job. A manual-bidding A/B test ran beside it to confirm the setup.
4. One Consolidated Moving Campaign
We tested Performance Max and a new main Search campaign alongside the inherited structure, then consolidated the budget into one conversion-focused moving campaign built on the searches that produce calls, with shared negative lists for DIY, truck rentals, storage, jobs and competitors.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining, bid and budget adjustments ahead of the busy season, and new tests when a winner is clear.
The Results
- Spring: 365 calls and quote requests from April to June 2026, against 214 in the same months of 2025, 71% more.
- Leads a month: from 39 in January 2026 to 134 in April. The first three months averaged 33 a month; April to September averaged 90 a month.
- 2026 so far: 638 calls and quote requests from January to September.
What Improved
2025, before us, against our management period:
| Metric | 2025 (before us) | 2026 (Jan to Sep) |
|---|---|---|
| Clicks that became a lead | 5.0% | 12.2% (29.6% from April) |
| Click-through rate | 1.1% | 4.9% (8.7% from April) |
| Spring leads (Apr to Jun) | 214 | 365 |
Fewer wasted clicks, more calls. Before us, the ads reached a wide, cold audience and about one click in twenty became a lead. Since the April rebuild, nearly one click in three does.
Every Lead Since We Took Over
638 calls and quote requests since January 2026: 449 phone calls and 189 quote and intake forms.
Key Takeaways
- Check what the account is counting. Page visits reported as conversions make an account look busy and teach bidding to chase the wrong people.
- Audit the negatives. One phrase negative on "move" was blocking 82 of a moving company's own keywords. Removing it did more than any bid change.
- Pay for clicks that call. A tighter, intent-first account shows fewer, better ads, and far more of those clicks turn into calls.
- Load up before the season. Spring is when moves are booked, and the spring numbers are where the rebuild showed most.
Frequently Asked Questions
What share of Google Ads clicks should turn into leads for a moving company?
In 2025, before we took over, 5.0% of Tiger Town Movers' ad clicks became a call or a quote request. From April to September 2026 it was 29.6%, nearly one click in three.
How long does it take for Google Ads to work for a moving company?
We took over in January 2026. The first three months averaged 33 leads a month while we rebuilt tracking and unblocked the account's own keywords. From April to September it averaged 90 a month, with 134 in April.
Do moving customers call or fill out a quote form?
Mostly they call. Of the 638 leads since January 2026, 449 were phone calls and 189 were quote and intake forms, so about seven in ten customers picked up the phone.
Does moving season matter for Google Ads?
Yes. Spring is when moves get booked. From April to June 2026 the account produced 365 leads, 71% more than the 214 in the same months of 2025, before us.
About This Campaign
This account is managed daily through Ad Campaign Concierge™, our proprietary optimization system for lead generation.
Industry: Moving & Junk Removal Services Platforms: Google Ads (Search, Performance Max) Location: Clemson, SC & Upstate South Carolina Account Duration: January 2026 to present (ongoing)
Leads are calls from ads, calls to the website's tracking number and quote and intake form submissions as tracked in Google Ads. Quote page visits, clicks to call, phone-number clicks, directions and other map actions are excluded, and qualified and closed stages are not counted again. Before-us figures use the account's call and quote-form actions from that time. Amounts in US dollars.