From Stagnant Site to 50 Qualified Leads a Month

The challenge

The client, a moving company operating across Toronto and the GTA, was struggling to convert online interest into booked jobs. Their existing website lacked clear calls-to-action, had no structured layout tailored to a services audience, and was not optimised for paid traffic.

Without proper conversion tracking in place, they also had no visibility into which channels or keywords were actually driving enquiries.

Understanding the business first

Before any campaign was built, our team sat down with the client to understand their business priorities, service offerings, and revenue goals.

A key insight from that conversation: they wanted to prioritise higher-value moves — commercial, long-distance, and multi-bedroom residential — while still capturing smaller, local jobs to keep crews busy and cash flow steady. This shaped everything that followed.

Building the foundation

We developed a dedicated landing page designed specifically to support paid ad traffic. The page was structured around conversion best practices: a prominent headline aligned to search intent, trust signals (reviews, service guarantees, years in business), a streamlined quote-request form above the fold, and a click-to-call button for mobile users.

Load speed and mobile responsiveness were prioritised throughout. We also configured conversion tracking for both phone calls and form submissions, ensuring every lead was attributed and measurable from day one.

• check_circleClear CTAs above the fold
• check_circleMobile-optimised layout
• check_circleTrust signals & social proof
• check_circlePhone & form tracking

Campaign strategy & execution

1. 1

   Two targeted campaigns

   We structured the account with separate campaigns — one focused on high-value moves (commercial, long-distance, large residential) with a larger budget allocation, and one capturing shorter, local moves. This allowed us to invest more heavily where the return was greatest without leaving opportunity on the table.

2. 2

   Precise keyword research

   After a thorough market analysis of the Toronto and GTA moving landscape, we launched with a tight, high-intent keyword list — favouring exact and phrase match types. Manual bidding at the outset gave us full control over spend allocation and ensured budget was not wasted on broad, unqualified traffic.

3. 3

   Ongoing optimisation

   As performance data accumulated, we continuously refined ad copy, sitelink and callout assets, negative keyword lists, and audience signals. Underperforming keywords were paused; high-converting terms received increased bids. Ad copy was tested iteratively to improve click-through rate.

4. 4

   Scaling with smart bidding

   Once the campaigns had gathered sufficient conversion data, we transitioned to automated bidding strategies (Target CPA and Maximise Conversions). This allowed Google's algorithm to optimise delivery in real time, reducing cost per lead while increasing volume. Targeting was broadened gradually as confidence in performance grew.

5. 5

   Landing page iteration

   We continued testing and refining the landing page in parallel — adjusting headlines, form placement, and social proof elements based on user behaviour. Conversion rate climbed progressively, ultimately reaching 25%.

Results

The campaign now consistently delivers approximately 50 qualified leads per month — a mix of phone calls and form enquiries — at a cost per lead that continues to decrease as optimisation compounds.

With a 5× return on ad spend and a landing page converting at 25%, the client is generating significant revenue from a manageable, transparent monthly ad budget. There are no hidden markups on ad spend; the client has full access to a live reporting dashboard and owns their Google Ads account outright.