Quick answer: Moving is a high-intent, date-driven purchase. Win on Google Search with separate local, long-distance and office-move campaigns, a fast quote form that asks for move date and size, and reviews front and centre. Facebook works for remarketing and seasonal offers.
People search for movers with a date already in mind. They want a price, availability and confidence that their furniture arrives in one piece. Every part of your advertising should answer those three things.
What ads cost for moving companies
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Personal Services | $7.17 | 12.34% | $54.6 |
| Facebook and Instagram lead ads: Personal Services | $2.08 | 6.51% | $30.57 |
Movers sit in WordStream’s Personal Services category: $7.17 per click and $54.60 per lead on Google, $30.57 per lead on Facebook lead ads. Long-distance and interstate moves are worth more and usually cost more to win.
Which channel to start with
How to split it:
- Google Search split into local, long-distance/interstate and office moves
- Google Business Profile with lots of recent reviews (movers are chosen heavily on reviews)
- Facebook and Instagram for remarketing, end-of-month and off-peak date offers
- Real-estate partnerships: not an ad channel, but often the cheapest source of moves
Google Ads keywords for moving companies
Location and distance shape this industry’s keywords.
- Local: “movers near me”, “removalists [city]”, “house movers”, “furniture removals”
- Long distance: “interstate removalists”, “long distance movers”, “[city] to [city] movers”
- Commercial: “office relocation”, “commercial movers”
- Extras: “packing service”, “piano movers”, “storage and removals”
Negative keywords to add on day one
truck hire, van rental, u-haul, DIY, boxes for sale, jobs, driver jobs, free, cheap boxes, how to pack.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Quote form asking move date, from/to suburb, home size
- Fixed price vs hourly explained clearly
- Insurance details
- Lots of reviews and photos of crews and trucks
- Availability calendar or “dates filling fast” only if true
Full list: landing page checklist.
Track the right things
- Quote requests and calls
- Booked moves and value by campaign
- Lead-to-booking rate by distance type
Platform rules that apply to moving companies
- Hiring ads for drivers or movers on Meta are employment ads under Special Ad Categories.
- Price claims (“from $X per hour”) must match what customers actually pay, including minimum hours and fees.
Common mistakes
- Bidding on “truck hire” and DIY searches
- Hourly rates in ads that don’t mention minimums
- No reviews visible
- Slow quotes on date-sensitive enquiries
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Personal Services average of $54.6 per lead, 20 leads a month is roughly $1,092 in ad spend before management fees.
Local movers often start with $1,000 to $3,000 a month; interstate specialists spend more because job values are higher.
Frequently asked questions
What’s the best way to advertise a moving company?
Google Search for high-intent searches plus a strong review profile. Add Facebook remarketing and partnerships with real-estate agents.
How do I compete with big national movers?
Target your city and suburbs specifically, highlight local reviews, and respond faster.
Should I show prices in ads?
If you can show accurate starting prices including minimums, yes. It filters out bargain hunters.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
- Meta for Developers: Special Ad Categories (housing, employment, financial products and services)
Want a second opinion on your removals ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →