Moving Company (Under NDA)

The company provides local residential moving services across the Greater Toronto Area, as well as long-distance moves across Ontario and to other Canadian provinces. It also offers packing services for customers who need additional support before their move.

Service areaToronto · Greater Toronto Area · Ontario · Canada

IndustryMoving company

5.84xROAS

+85%Revenue Growth

+72%Booked Move Growth

CAD 48Average CPL

Results over 5 months · Google Search + LSA

Initial Situation

The client came to Wengy through a referral. The company already generated customers through referrals and organic channels, but paid advertising was inconsistent and difficult to scale.

Google Ads had been used before, but local and long-distance moving services were not clearly separated. Lead volume changed significantly from week to week, and the team had limited visibility into which inquiries were actually becoming booked moves.

The company had enough operational capacity to grow and needed a more predictable paid acquisition system before increasing the advertising budget.

Goal

Build a stable flow of qualified moving leads, increase booked moves, and scale advertising while maintaining strong profitability.

The client also wanted clearer tracking between advertising, incoming leads, and completed bookings.

What Wengy Did

Rebuilt Google Search campaigns and separated local and long-distance moving services.

Created different targeting and messaging for priority service areas across the Greater Toronto Area.

Added Google Local Services Ads to capture additional high-intent local demand.

Improved conversion tracking for calls and form submissions.

Connected lead data with the client’s sales process to better understand which inquiries became booked moves.

Improved the landing page path for paid traffic.

Adjusted budgets based on lead quality, booked moves, and ROAS rather than lead volume alone.

Used remarketing to reach prospects who had visited the website but had not yet requested a quote.

Project Challenges

The Greater Toronto Area is a competitive moving market, while local and long-distance customers have different needs and search behaviour. Using one general campaign structure for both services made it harder to control budgets and understand performance.

The client also wanted to scale quickly, but increasing advertising spend before improving tracking and campaign segmentation could have generated more leads without producing enough profitable bookings.

Another priority was maintaining lead quality. More inquiries were valuable only if the sales team could convert them into profitable moving jobs.

Results

Over five months, the campaigns produced the following results:

	Month 1	Month 2	Month 3	Month 4	Month 5
Ad Spend	CAD 4 385	CAD 4 970	CAD 4 725	CAD 5 910	CAD 6 430
Leads	88	102	97	126	134
Booked Moves	18	23	21	30	31
Revenue	CAD 22 451	CAD 28 230	CAD 25 090	CAD 36 880	CAD 41 612
ROAS	5.12x	5.68x	5.31x	6.24x	6.47x

Across the five-month period, CAD 26,420 in advertising spend generated CAD 154,263 in revenue, resulting in a 5.84x blended ROAS.

The campaigns generated 547 leads at an average CPL of approximately CAD 48 and 123 booked moves.

Revenue increased by approximately 85%, from CAD 22,451 in the first month to CAD 41,612 in the fifth month.

Booked moves increased by approximately 72%, from 18 to 31 per month.

Performance did not improve in a perfectly straight line. Month 3 saw a temporary decline in lead volume, bookings, and ROAS. After further campaign optimization and budget reallocation, performance improved again in Months 4 and 5.

What Drove the Growth

The strongest improvement came from separating local and long-distance campaigns, focusing budget on high-intent searches, and optimizing advertising around actual booked moves rather than lead volume alone.

Better tracking also gave the team a clearer understanding of which campaigns and service areas were producing stronger business results. This made it possible to scale spend more confidently while maintaining lead quality and improving overall ROAS.

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