SEO Services
No magic - just our painstaking joint work on the site
Pay-per-click (PPC) advertising is displayed to users interested in specific products or services and serves as an
effective tool for promoting various businesses.
It is often used alongside SEO while waiting for optimization results, as well as for driving additional traffic.
However, to generate website traffic and conversions without unnecessary expenses, ads must be properly configured, different approaches tested, and continuous improvements made. In this case study, we'll share how we helped increase sales for a Canadian moving company by leveraging Google Ads as a traffic source.
Paramount Moving - A Moving Company in Calgary
Our client from Canada is a moving company that guarantees a stress-free relocation experience. Paramount Moving offers services including:
- Residential, commercial, and office moves;
- Transportation of furniture, appliances, and musical instruments;
- Senior citizen relocation services.
The Paramount Moving team assists clients with packing and handles all moving-related labor. While the client operates nationwide, this case study focuses on promoting services within the city of Calgary.
The client’s main objective was to build a reliable client acquisition channel through their website and eventually scale their moving services sales. Our task was to increase inquiries using Google Ads as a tool for driving search traffic.
How we worked on promoting the services of a transport company in Google Ads
Our Approach to Promoting Moving Services via Google Ads Paramount Moving's target audience is quite specific. After
developing the semantic core, we needed to reach this audience precisely, so we focused on search campaigns as the
foundation of our promotion strategy.
The initial challenges we faced involved building an effective semantic core. Due to high competition and numerous irrelevant search queries, most were filtered out, but we retained the key targeted keywords.
Challenges in promoting services in Calgary are unique compared to campaigns aimed at other regions. These challenges include high competition and irrelevant queries that can disrupt campaign algorithms. This led us to choose manual bid adjustments, allowing us to fine-tune each query and control its cost.
When we hit a performance ceiling with the existing settings, we decided to cut costs by displaying ads during the most relevant days and times. This approach further reduced the cost per conversion while increasing the number of conversions without significantly changing the advertising budget.
Throughout our collaboration with Paramount Moving, we tested campaigns across almost all directions, ultimately retaining the most effective ones that provided the best return on ad spend.
Results of Our Work
As of 2024, Google Analytics 4 (GA4) has replaced Universal Analytics. Due to these changes, we unfortunately do not have a comprehensive view of the project’s development over time. Therefore, we highlighted the period from January to July 2023 as the most indicative of our Google Ads campaign effectiveness, though conversion tracking was not yet operational during that time.
The performance of our PPC campaigns improved steadily. During this period, we managed to increase conversions each month while simultaneously reducing the cost per lead — a challenging feat that typically requires prioritizing one metric at the expense of the other.
