Scotty’s The Movers, a Brisbane-based moving company, needed a way to consistently generate phone calls and quote requests from nearby homeowners. I built and optimized a local Google Ads RSA campaign targeting a 15-mile radius around Tingalpa. Within a short time, the campaign delivered 1,741 phone call leads, 60 quote form submissions, and a $1.78 AUD cost per conversion, making it one of the most efficient lead gen engines they had ever used.
🎯 The Objective
Generate phone call inquiries and online quote requests through Google Search Ads by targeting people actively looking for moving services near Tingalpa, Brisbane.
📍 Location Targeting Strategy
I set the campaign’s focus on a 15-mile radius around Manly Road, Tingalpa, tightly aligning ad delivery with service availability. This minimized wasted spend and improved ad relevance.
⚙️ Campaign Setup and Tactics
Campaign Type: Google Search
Ad Format: Responsive Search Ads (RSA)
Conversions Tracked:
Homepage quote form submissions
Phone calls (click-to-call and call extension)
Assets Used:
Sitelinks: “Get a Free Quote,” “Why Choose Us,” “Customer Reviews,” “Moving Checklist”
Callouts: “Affordable Rates,” “Fast and Friendly Movers,” “Family-Owned Since 2001”
Structured Snippets: Services included “Packing,” “Storage,” “Local Moves,” “Office Moves”
Call Assets: Direct phone line linked to tracking
🧠 Optimization Techniques
✅ Set up conversion tracking via Google Tag Manager for both form submissions and phone calls
🔍 Implemented negative keywords to block irrelevant searches (e.g., “jobs,” “U-Haul,” “truck hire only”)
🧪 A/B tested RSA headlines like “Top-Rated Brisbane Movers” vs. “Fast & Affordable Moving Help”
📈 Reviewed Search Term Reports weekly to harvest converting search queries and expand keywords
🕒 Adjusted ad scheduling based on high-converting time windows (mornings + weekends)
📊 Results Snapshot
| Metric | Result |
|---|---|
| Cost Per Conversion | $1.78 AUD |
| Click-Through Rate (CTR) | 3.22% |
| Avg. Cost Per Click (CPC) | $1.17 AUD |
| Phone Call Leads | 1,741 |
| Quote Form Submissions | 60 |
These were high-intent leads, with most calls going directly to the booking team. The quote forms also captured qualified prospects planning moves within the service zone.
📈 Key Tools & Platforms Used
Google Ads (RSA campaign setup and performance tracking)
Google Tag Manager (custom conversion events for phone clicks and form submissions)
Google Analytics 4 (user behavior tracking)
Call Assets + Sitelinks (to increase engagement and give more CTA options)
💬 Client Outcome
Scotty’s The Movers saw a significant spike in booked jobs from local leads, and the team reported that call quality was “the best they’d seen from any advertising channel.” With this success, we’re now scaling into Performance Max and remarketing campaigns.
🧠 What I Learned
Tracking both form and phone conversions allows for a better understanding of lead source behavior
Regular keyword refinement based on real search terms drives both lower CPCs and higher quality leads
RSA, when paired with full-funnel tracking, remains one of the most efficient ways to reach local intent-based traffic
Call to Action:
Need more phone calls and quote requests for your service business? Let’s build a conversion-focused Google Ads strategy that drives real leads—fast.
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