A few predictions and a little advice to help you prepare your business for the year to come, from Laura Moxham of Your Business Angels.
As we enter into 2025, the digital advertising landscape is evolving rapidly, and Google Ads remains a powerful tool for removals companies to attract enquiries profitably. Helping over 80 self storage and removals companies we see the industry trends and fluctuations. Here and our predictions for 2025 and actionable tips to help you stay ahead, maximising your ad spend with Google.
Prediction 1: AI-driven campaign optimisation
Google is not shying away from AI and continues to integrate it into its advertising platform (it’s been central to Google for some time!). This includes bidding strategies, targeting and ad personalisation to name a few, and provide you significant performance improvement opportunities in 2025.
How to prepare:
Test using Google’s Performance Max campaigns, which employ AI to optimise across all ad formats and channels. Do review your data regularly to ensure it aligns with your business goals and feeds good quality leads. As usual it is essential you have accurate conversion tracking set up so you can see what’s performing well and what isn’t.
Prediction 2: Keep it local
Local visibility and strategies are crucial for removals companies. Consumers want to find services quickly and easily, often on mobile devices. Google will likely increase the emphasis on local service ads and map-pack listings.
How to prepare:
To optimise your Google Business Profile, keep your NAP (Name, Address, Phone Number) consistent across all platforms. Google will choose to show your Google Business Profile ratings in your ads if it is above 3.5 and is linked to your Google Ads. Include hyperlocal keywords in ad copy and landing pages to target specific towns, counties or service areas such specific removals lanes or specialised moving services.
Prediction 3: Cost of clicks likely to continue to rise
As more businesses invest in Google Ads, competition for prime keywords will increase, driving up CPC (cost per click). Removals companies targeting high-intent terms like ‘best removal companies near me’ will need to optimise every aspect of their campaigns to maintain ROI.
How to prepare:
Audit your account regularly to eliminate wasted spend on underperforming keywords. Invest in a well-structured campaign hierarchy, highly targeted keywords, ad copy and a highly relevant landing page with the local area or town name in the headline for relevancy.
Prediction 4: Video Ads Will Be Key for Building Trust
Consumers increasingly prefer video content, and Google Ads will prioritise video campaigns on YouTube and other Google platforms. This is a golden opportunity for movers to showcase their expertise and build trust with potential customers.
How to Prepare:
Create short, engaging video content that highlights your services, customer testimonials, or behind-the-scenes footage. Use these in video campaigns to attract local audiences and educate them about the value of choosing a professional moving service or showing the experience of someone with your company.
Get ahead of the curve in 2025
To thrive in 2025, removals companies should evaluate their current Google Ads strategy, stay updated on platform changes, and embrace AI tools because they’re here to stay. By refining your campaigns and focusing on trends such as local search, cost control, and video content, your business will be well-positioned to provide you great results.
YBA is an affiliate partner to the British Association of Removers, in the top 3% of Google Ads agencies in Europe and specialises in helping removals businesses to get the best return from their Google Ads. For all Mover magazine readers, YBA are offering a free digital review to identify how your campaigns could generate you more leads. To get yours, simply e-mail team@ybappc.co.uk with the subject ‘FREE DIGITAL REVIEW’.
Photo: Laura Moxham.