PPC (Pay Per Click)

Is Pay-Per-Click advertising worth it?

 

It depends on several factors for moving companies. Just because you start paying for ads does not mean you are going to start getting more leads. Factors like the quality of your campaign, the appearance of your landing page (the first page a user sees upon clicking your ad) and even the quality of your website completely separate from the ad can impact whether or not a user decides to call or complete your form.

 

Because of this, the success rate on PPC ads ranges vastly from moving company to moving company. That being said, if you are able to get a steady stream of conversions, depending on the value of those moves, you would determine if PPC advertising is worth it for you. 

 

For example, if you are spending $150 on average per click and only getting jobs that value between $500-$800 then perhaps PPC isn't worth it for you. If you advertise on higher value keywords though, that $150 average could be much more worth it when it’s helping you find jobs in the $3000-$4000 range.

How much does a typical Pay-Per-Click ad cost?

Most businesses pay between $1-$6 per click - but this doesn't apply for moving companies. People don’t need to move that often in general which means the value of a click is much higher. Typical cost per clicks for moving companies can be anywhere between $75-$300.

 

With any campaign, the goal is to keep the cost per click as low as possible. This can be done by targeting very specific keywords to reduce the amount of terms your ad appears for and increase the likelihood that people actually interested in your service click on your ad. 

 

Some moving companies take a broad strokes approach to PPC ads and just try to appear for as many terms as possible. If your budget allows for that, then go for it, but if not there are ways to reduce your spend by drilling down deeper on the kind of moving jobs you want to get from your ad campaign.

 

How do Pay-Per-Click ads work?

As the name suggests, this is a form of advertising where you only pay for your ads placement if someone actually clicks on your ad. This means you want to be very careful about who your ad appeals to and the searches it appears for. If you’re a moving company that wants to move pianos then you might not want to include the keyword “single item movers” in your campaign as you may then appear for more general searches. 

When you make the taglines for your ad, be very clear about the service you provide and try to be as specific about your benefits as possible. Clicks that come by mistake will still be taken out of your budget at the end of the month.

The Marketers for Movers Take

If you need a way to start building more leads while you wait to develop your Google Business Profile or other organic sources of leads then Google Ads and PPC marketing could be helpful for you. If you’re not sure where to start, feel free to contact our team and learn more about our PPC service here.