Moving is one of the clearest cases for Google Ads. People search with a date in mind and often book within days.
The word “removal” causes trouble, though. People use it for tattoos and tree stumps as often as for furniture, and loose targeting will pay for those clicks.
This page covers how to set up Google Ads for a Perth removals business. For the wider picture, see our removalist marketing guide and the main removalist marketing page.
What to target
Split your campaigns by type of move. Each has different searches and a very different job value.
- Local: “removalists Perth”, “removalists Baldivis”, “furniture removals Ellenbrook”, “movers near me”.
- Interstate: “Perth to Melbourne removalists”, “interstate removalists Perth”, “backloading Sydney to Perth”.
- Regional WA: “Perth to Bunbury removalists”, “removalists Karratha”.
- Specialty: “piano removalist Perth”, “pool table movers Perth”.
- Commercial: “office relocation Perth”, “office movers Perth”.
Only advertise routes you actually run, or can serve through a reliable partner. Use phrase and exact match while you build up data.
What to exclude
Removalist accounts need a long negative keyword list. Start with these groups:
- Other removals: tattoo, tree, stump, rubbish, asbestos, hair, mole, wart, graffiti, car removal.
- Jobs: jobs, driver jobs, offsider, hiring, salary.
- Do it yourself: truck hire, van hire, ute hire, trailer hire, DIY.
- Supplies: free boxes, packing boxes, moving boxes. Leave these out if you sell packing materials.
- Services you do not offer, such as self storage or car transport.
Check the search terms report weekly for the first couple of months. Removalist accounts tend to turn up new irrelevant terms for a while.
Location and schedule settings
For local moves, target the Perth suburbs and regions you serve. Choose the option that shows ads to people located in or regularly in those areas.
Interstate campaigns work differently. Someone in Melbourne searching for “Melbourne to Perth removalists” is a real lead, so these campaigns may need to reach people outside WA, as long as the search names your route.
Run ads when someone can answer the phone. Moving customers often call several businesses in a row, and a missed call usually goes to the next one. Outside those hours, make the quote form the main call to action.
Ad wording
Lead with what customers worry about. Clear quotes and careful handling speak directly to the fears people bring to a move.
For local ads, mention the areas you cover and how soon you can book. For interstate ads, mention the route, how the move works and typical transit times.
Any price shown in an ad must be honest and include the charges most customers will pay. Hidden extras are exactly what customers fear, and Australian Consumer Law applies.
The landing page
Send local ads to your local moves page and interstate ads to the matching route page. A Perth to Brisbane search should not land on a page about local Perth moves.
Each page needs a phone number at the top and a quote form that asks for suburbs, date, home size and access issues. Add photos of your trucks and recent reviews. Our web design team can build these pages.
Call and form tracking
Most removalist leads arrive by phone. Use call assets in your ads and a tracked number on the website, and count only calls long enough to be real enquiries.
Track quote form submissions as a separate conversion. Then record which enquiries became booked moves.
Where possible, import booked moves and their value back into Google Ads. One interstate move can be worth many local jobs, and the system needs to know that.
Budget thinking
Local and interstate campaigns should have separate budgets. Interstate leads cost more to win, but each one is worth more.
Plan around demand. Many moves cluster around lease ends and settlement dates, so watch your own booking data for busy weeks and adjust spend.
When the trucks are fully booked, scale back. Paying for enquiries you cannot take wastes money and frustrates customers.
Common mistakes for removalists
- Bidding on “removal” or “removals” without a strong negative list.
- Advertising interstate routes you do not run regularly.
- Sending every ad to the home page.
- Missing calls on moving days, with no backup when the crew is busy.
- Judging local and interstate campaigns on the same cost per lead.
- Quoting low in ads, then adding charges on the day.
Ad policies and claims
Removals has no special Google restrictions, but general policies still apply. Any claim about price or insurance must be accurate.
You can usually bid on competitor brand names as keywords. Using another company’s trademark in your ad text can be restricted if they complain, so keep their names out of your ads.
Google verifies advertisers, so your details should match your ABN and Google Business Profile. Policies change, so check Google’s current advertising policies before launching.
Getting help
If you’d like help setting up or reviewing your campaigns, our Google Ads management service is run by senior people in Perth, with no lock-in contracts. Ask for a free quote and we will look at your account or help you start one.
