Let's TalkLet's TalkMoving is planned weeks ahead, and the customer is choosing someone to trust with everything they own. Facebook and Instagram can put a real moving company in front of local people before they start collecting quotes - if the ads show real crews and trucks, the forms gather the inventory and the follow-up is fast.
We review your Meta account, creative and forms, and trace recent leads to surveys, bookings and completed moves. If you have not run Meta ads, we look at your crews, trucks and calendar and tell you whether Meta is worth testing for your business.
Four failures we see repeatedly in this vertical, and what each one actually costs.
Ads built around the lowest price attract the customers most likely to collect several quotes and choose on price alone - and the customers most worried about scams scroll past an ad that looks like every warning they have read. Neither group books at a good margin.
A one-tap instant form gives a name and a phone number. Without move size, dates, stairs and distance, every lead needs a long call before anyone can say anything useful, and many of them never answer.
Smiling models carrying empty boxes look like every lead site and broker advert. Customers who want to know who will actually turn up respond to real crews, real trucks and real moves.
Peak season needs extra crew, and recruiting ads on Meta must run under its Employment special ad category, with restricted targeting. Movers who run hiring through ordinary customer campaigns risk rejected ads and muddled reporting.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
Customers want to know whose hands their furniture will be in. We build creative from your crews and trucks - careful wrapping, tidy loading, a named team lead - so the ad answers the question a cautious customer asks first, and looks nothing like the lead sites they have learned to avoid.
Every form we build asks move size, dates, distance and access, using Meta's higher-intent form option where it helps. Leads arrive with enough detail to offer a video survey straight away rather than starting with twenty questions on the phone.
Peak weekends fill themselves. We aim Meta at the dates that do not - mid-month, weekdays, the colder months - with honest offers explained plainly, and keep recruiting campaigns separate under the Employment category so hiring never gets in the way of bookings.
Short clips of real moves, trucks and team leads.
Local, long-distance and commercial, each with its own creative.
Move size, dates, distance, stairs, lifts and parking.
Mid-month and off-season campaigns with honest offers.
Recruiting run under the Employment category.
Booked moves sent back to Meta, spend moved to what converts.
The parts of this that come from having run it in this industry before rather than from running it well in general.
A short clip of a crew wrapping a sofa or protecting a doorway shows care in a way no claim can. Behind-the-scenes creative works well in feeds and answers the question cautious customers worry about most.
People who have seen your trucks and crews in their feed before they start planning a move recognise your name when they search. Steady local campaigns make the later search and the first call easier.
People move several times in their lives and know others who are moving. With permission to use their details, occasional useful messages keep you in mind for the next move and the next referral.
Federal rules require interstate household goods movers to show their name and U.S. DOT number in advertisements. Including it in ad creative or copy, and on the landing page, meets the rule and adds a trust signal cautious customers look for.
None of our case studies is a moving company. The nearest is an apparel brand where we rebuilt Meta creative around real customer and founder-led content instead of studio polish - acquisition cost fell 38% in the first quarter and email grew to 26% of revenue. Real crew footage in place of stock imagery, and patient follow-up with past customers, are the same two levers a moving company's Meta campaigns rely on.
Read the full case studyThey can, as a way to become known before people start collecting quotes and to fill quieter dates. Urgent moves are usually searched for on Google, so Meta works best with real crew creative, inventory-based forms, fast follow-up and honest offers for dates that need filling, measured on booked moves.
Real footage of your crews and trucks: careful wrapping, protected floors and doorways, tidy loading and a finished move. A named team lead talking briefly about how they work is strong too. Stock images of models with boxes look like lead site adverts and attract the wrong attention.
Moving from and to, the date and how flexible it is, move size in rooms, large items, stairs and lifts at each end and parking. Meta's higher-intent form option adds a review step that reduces accidental submissions. Then offer a video survey time so the estimate can be accurate.
Both can work. Instant forms are convenient but bring more casual enquiries and cannot take uploads. A landing page can show your registration, trucks and reviews, and book a video survey directly. Test both with the same questions and compare them on cost per booked move.
Within minutes if you can. People who fill in a moving form are often contacting other movers at the same time. An instant reply by email or Messenger, followed quickly by a phone call from your team, makes you the first real conversation they have.
Yes, but recruiting ads must run under Meta's Employment special ad category, which restricts targeting options. Run hiring as separate campaigns, start well before the peak season and keep the reporting apart from customer campaigns so neither muddles the other.
If you are an interstate household goods mover, federal rules require your name and U.S. DOT number in every advertisement, shown as 'U.S. DOT No.' followed by the number. Include it in the ad and on the landing page, and check with your compliance adviser how it applies to each format.
Run campaigns specifically for mid-month, weekday and off-season dates, with honest lower rates explained plainly - customers understand why a Tuesday in February costs less than a Saturday in July. Target people within your service area and give flexible movers a clear reason to choose those dates.
If you have permission to use their details for marketing, yes - for future moves, storage and referrals. We check how the data was collected before any list is uploaded, and keep the messages occasional and useful rather than promotional.
Enough to test one campaign properly in your strongest move type and area, measured in surveys and booked moves. Scale what produces bookings, and weight spend toward the dates and seasons that need filling rather than the peak weekends that fill themselves.
Trace each lead to its outcome - surveyed, quoted, booked, cancelled or completed - and send booked moves back to Meta through the Conversions API so the system learns which people book. Cost per lead on its own misleads, because many cheap moving leads never answer the phone.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.