A moving company in New York, specializing in relocations for both individuals and small businesses, approached an advertising agency with the goal of increasing the number of clients through contextual advertising. The company provided services for organizing moves, packing and transporting belongings, as well as offering temporary storage. The main task for the advertising agency was to create and optimize a campaign that would attract more inquiries from interested clients and increase the conversion of these inquiries into orders.
Against the backdrop of high competition among moving companies in New York, the client was looking for a way to stand out in the market and get more requests for their services. The main request to the advertising agency was to develop a campaign targeting New York residents who are planning to move. The company also wanted to increase its market share among small businesses moving to new offices or warehouse spaces.
The project was managed by the account manager Ethan Davis, who interacted with the client at all stages Greenberg, a project manager, coordinated the team to ensure that the task was completed on time and met the client's requirements. Contextual advertising specialist Kati Jarvinen took on the development of the campaign, starting from market and competitor analysis to setting up and launching ads on Google Ads and Bing platforms.
Kati Jarvinen conducted a study of the target audience, which allowed to create segmented advertising campaigns. Advertisements were developed that emphasized the key advantages of the company, such as a professional approach to packaging and transportation, safety, and flexibility in planning the move. Kati also implemented a local targeting strategy to maximize the effectiveness of the advertising budget, focusing on specific areas in New York with high demand for moving services.
During the first month of the campaign, we managed to get 640 leads with an average CPC of $1.99. Out of them, 112 applications were converted into orders for moving services, which significantly exceeded the client's expectations. The average cost of one lead was $19.98, while the cost of acquiring one customer was $114.15.
The average bill for services was $1,475.30, which resulted in a total turnover profit of $165,633.60 for the first month of the campaign. Taking into account a 30% margin, the net profit amounted to $36,890.08, which was a significant success for a company operating in such a competitive market as New York.
The advertising campaign had a significant impact on the client's business, allowing them to increase the number of inquiries and conversion into orders. This led to an increase in turnover and profit. Thanks to the successful work of the agency team, the company was able not only to strengthen its position in the market but also to attract new clients, both among individuals and small businesses. A high ROMI (388.59%) demonstrated the effectiveness of investments in contextual advertising, and the client decided to continue cooperation with the agency for further development and market share growth.
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