Laura Moxham from YBA, a company that specialises in helping moving and storage companies get the best from Google Ads, explains why a ‘local first’ strategy makes sense.
In December 2024, searches for ‘local moving services’ skyrocketed by an astonishing 1,000% year-over-year [Google Trends Data Dec 2024] signalling a major shift in how people are finding and choosing moving companies. This surge presents a massive opportunity for removal businesses to capitalise on local demand – but only if they have the right digital strategy in place.
Google Ads is at the forefront of this opportunity, allowing moving companies to target customers precisely when they are searching for services in their area. A ‘local first’ approach to Google Ads can make the difference between capturing high-intent leads and losing them to competitors.
Local Google searches and what it means for movers
Consumers are increasingly turning to Google to find trusted local services, and moving companies are no exception. Key factors driving this growth include:
- Increased reliance on online search: When consumers need a local service, Google is the go-to in this decision-making process. If your business isn’t visible at the top of search results, you're missing out on a significant number of potential customers.
- Desire for convenience and immediacy: People want to find removals companies quickly and prefer options that are geographically close to them. Google Ads allows you to target prospects in their exact moment of need.
- Mobile-first behaviour: With around 60% of moving-related searches happening on mobile devices, a strong local presence in Google Ads ensures your business appears where people are searching.
Why a ‘Local First’ Google Ads strategy is essential
With the expanding growth in local search queries, it’s no longer enough to have a general Google Ads campaign. Instead, movers need a ‘local first’ approach that focuses on hyper-targeted, location-based advertising to attract the right customers. Here’s how to achieve it:
1. Geo-targeting for precision
Google Ads’ geo-targeting features enable you to focus your budget on high-value areas. By targeting specific postcodes, cities, or even radius-based targeting around your service locations, you can ensure your ads are shown only to potential customers who are most likely to convert.
2. Localised ad copy and extensions
Tailoring your ad copy with phrases such as ‘trusted local movers in [city]’ and using location extensions (which display your business address) can increase click-through rates and reinforce your local presence. Adding call extensions also makes it easy for customers to get in touch directly.
3. Optimising Google maps
Your Google Business Profile (GBP) plays a crucial role in a local-first strategy. Ensuring your GBP is fully optimised and linked to your Google Ads campaigns allows your business to show up in the Google Maps pack, which captures a significant portion of search traffic.
4. Local and relevant landing page
Relevancy is key, so you want to take people to a local and relevant landing page providing content tailored to their specific location and needs. It should include local keywords, trust signals such as customer reviews, and clear calls to action (e.g., ‘Get a Free Quote in [City]’). Personalising landing pages with location-specific details helps boost relevance, improves Quality Score in Google Ads, and increases the likelihood of conversions.
Success story
Companies that have embraced a local-first approach in Google Ads have seen impressive results. For example, the London- based Removal and Delivery Company implemented geo-targeting strategies and saw a huge increase in leads. By focusing their budget on high-performing areas and refining ad copy to reflect local searches, they achieved higher conversion rates at a lower cost-per-click.
“Having spent a ton of money on Google Ads, I was really worried about performance and felt it could be better. Now we are working with an agency who’s turned things around. Our business is now growing with consistent, high-quality leads."
Rana Talukder, The Removal and Delivery Company
Measuring the Success of Your Local Ads
To ensure your Google Ads campaigns are driving results, it’s essential to track key performance indicators such as:
- Click-through rate (CTR): Are people clicking on your ads when they search for local removals companies?
- Cost per acquisition (CPA): How much are you spending to acquire each new customer?
- Conversion rate: Are visitors filling out forms or calling after clicking your ad?
Using Google Ads reporting tools and call tracking solutions, you can continually refine your campaigns to achieve better ROI.
Final Thoughts
The increase in searches for ‘local moving services’ keywords signals a clear opportunity for removal companies to strengthen their online presence and attract more local customers. A Google Ads ‘local first’ strategy with a focus on geo-targeting, relevant landing pages, and optimised ad content will ensure your business is positioned exactly where and when your prospects are searching.
YBA is an affiliate partner to the British Association of Removers (BAR) and in the top 3% of Google Ads agencies in Europe. It specialises in helping removals businesses to get the best return from their Google Ads. For all Mover Magazine readers, YBA is 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.