Case Study / Home Services
Case study: cutting a mover's cost per client from $700 to $400
How Air 1 Moving & Storage went from untracked ads and a 4.0 rating to 400% ROAS in five months — the county split, the funnel test, and the review lever.
In this article
The client, and the starting line
Air 1 Moving & Storage is a full-service moving and storage company in Los Angeles — residential, commercial, long-distance, international, and climate-controlled storage — with 20+ years of reputation and, when they came to us, almost no marketing infrastructure to match it. No CRM, no call tracking, no way to connect spend to jobs. An outdated site that undersold the operation. Ads running blind at a cost per acquisition around $700. And a 4.0-star Google rating quietly suppressing their Local Services Ads visibility in one of the most competitive moving markets in the country.
They had tried agencies before without meaningful results — which is worth saying, because skepticism was part of the starting line too.
What we built
The standard playbook, run properly, in order:
- Measurement before media: CRM for every incoming lead, CallRail on the phones, Google Tag Manager on the site, automated lead notifications and instant estimate tools — so from week one, every dollar had a paper trail.
- A site worth landing on: a rebuilt, mobile-optimized website with the services laid out, proof stacked near the CTAs, and load speed fixed — the landing-page levers, applied.
- The three-channel ecosystem: high-intent Google Search, Local Services Ads, and Meta with custom audiences and retargeting — each channel doing its own job on one scoreboard.
- The review lever: a review-generation program that moved the rating from 4.0 to 4.3 within months — which directly improved LSA placement, because ranking follows reviews and responsiveness.
The two decisions that mattered
Month two brought the pivot that shaped everything after: we split campaigns by county and let regional cost-per-job data set each budget — LA, Orange County, and Ventura County behave like different markets because they are. And we split-tested call-only ads against landing-page funnels head to head; instead of a winner, we found a mix — call-only for volume, the page for quality — and ran both.
The results, month by month
Five months in (and ongoing), as reported with full call and conversion tracking:
| Month | Ad spend | Channels | ROAS |
|---|---|---|---|
| January | $10,000 | Google LSA | 200% |
| February | $15,000 | LSA + Google Search | 250% |
| March | $20,000 | Google + Meta + LSA | 300% |
| May | $25,000 | Google + Meta + LSA, scaled | 400% |
The scoreboard
Cost per lead fell from $70 to $40. Cost per client fell from roughly $700 to $400. Qualified lead volume grew 4.4×. ROAS climbed every month to 400% in May — while spend was scaling up, not down, which is the part that makes a ROAS number mean something. And the 4.0 → 4.3 rating move unlocked better LSA placement, compounding everything else.
"GrowthKey turned marketing from a cost center into our primary growth engine. The new site, the automations — everything just works. We're closing bigger moves at record speed." — Amit Mines, CEO, Air 1 Moving & Storage
Next on the roadmap together: Phoenix and Las Vegas LSA expansion, YouTube for top-of-funnel brand, and pushing the rating past 4.5. If your marketing runs without a scoreboard, the arithmetic in our free audit is the same one this engagement started with.
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