$352K in Booked Moves from $51K in Facebook Ads

A multi-city moving company booked $352,640 in moves from $50,980 in Facebook ad spend between June and October 2026: a 6.9x return, with every dollar tracked to a booked job.

• $352,640 in booked moves
• $50,980 in ad spend
• 6.9x return on ad spend
• 2,397 leads at $21.27 each
• $1.80M in quotes sent

The client and the goal

The client is a moving company operating in several cities across different states, offering local moves, long-distance moves and storage.

Most movers think Google is the best place to be. These results come from Facebook and Instagram ads alone, with none of the client’s Google results included. Meta’s algorithm is incredibly powerful at finding the right people, and it is in Meta’s interest to make getting results like this as simple as possible.

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Step 1: One campaign, one ad set per city

The whole account is one Leads campaign. Under it sits one ad set for each city the client serves, and every ad set carries the full mix of persona ads.

We split by city for one reason: each city needs its own budget and its own location targeting. Put every city in one ad set and Meta will just spend in whichever city is cheapest. Separate ad sets keep you in control of what each city gets.

Only in one city? It’s even simpler: one campaign and one ad set. Campaign budget or ad set budget makes no difference there.

Campaign settings

• Objective: Leads
• Budget strategy: ad set budget (Advantage+ campaign budget off)
• Budget sharing between ad sets: off

Ad set settings

• Conversion location: Website
• Performance goal: maximize number of leads
• Conversion event: Lead (the client’s pixel)
• Attribution model: Standard
• Bid strategy: highest volume, no cap

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Step 2: Almost no targeting

Each ad set has three controls and nothing else:

• Location: one city plus a radius.
• Age: 25 and up. If your market skews younger, go lower.
• Placements: Audience Network excluded, so the ads only show on Facebook and Instagram.

Zero interest targeting, zero demographic targeting beyond age, no lookalikes and no custom audiences. That surprises a lot of people, but it is how Meta works now. Andromeda, Meta’s ad retrieval and delivery engine, no longer targets from the inputs you set at the ad set. It reads the ad itself: the headline, the primary text, the image or video and its transcript, and the landing page. Then it finds the person who fits and puts the ad in front of them. The targeting has moved into the creative.

Step 3: The creative does the targeting

Everyone who is moving is a different person, so every ad speaks to exactly one of them. When an ad names a route, a fear or a type of move, Meta finds the people it describes. Each city’s ad set runs the full set, so Meta always has the right message for whoever is scrolling.

• Route mover: “Moving from [City A] to [City B]?”
• Long-distance mover: “Moving out of state?”
• Local mover: “Moving across town?”
• Needs storage: “Between homes?”
• Burned before: “Last mover no-showed?”
• Fears damage: “Worried about damage?”

Take the route ad: “Are you moving from City A to City B? One crew, one truck, door to door, no handoffs.” Meta reads that headline, the primary text and the words in the image or video, then shows it to the people most likely to be making that move. The same happens for every persona. Creative diversity is the one thing that matters most.

We use AI to do the heavy lifting. We paste a prompt into Claude with all the business context: where the client operates, the services they offer, and their branding assets (colors, logo and the photos we want in the ads). It researches the personas in that market and writes ads that speak to each one. This isn’t AI slop: every ad uses the client’s own branding, photos and messaging.

Step 4: One mobile-first page per city

The ads go narrow; the landing page stays broad. Every ad in a city’s ad set sends people to that city’s page, and that one page answers every persona who might land on it.

Above the fold, always:

• The main headline and promise
• A quote form that’s easy to fill out
• Reviews and social proof

Don’t overcomplicate it: the simpler the page, the better it usually converts. Further down, short sections speak to each persona who might have clicked: long distance and the main routes, local moving and the service areas, storage, an FAQ for people who were burned by a mover before, and reviews and a guarantee for people with fears to settle.

Step 5: Every lead tracked to the booked move

A cheap lead means nothing if it never books. Every form fill and phone call from the landing pages is captured in WhatConverts with its source, campaign and ad. Each lead is then marked quotable, pending or not quotable, and gets a quote value and a sales value once the move books.

That granular data is the point. We can see that a lead came from a Facebook ad in a specific city, which ad they clicked (say, the one about the guarantee and why the client is different), and that it turned into a $10,000 quote, most likely a long-distance move. That is why we can say the ads produced $352K in booked moves, not just 2,397 leads.

The results

Together, those leads produced $352,640 in booked moves, from $50,980 in ad spend.

Why Facebook works for movers

If you’ve run Facebook ads before, you might think you need detailed demographics and interest targeting. You don’t anymore. Here is the whole system:

1. Keep the structure simple. Split only where budgets and locations need it: one ad set per city.
2. Get out of the algorithm’s way. Set location, age and placements, and leave the rest open.
3. Let the creative target. Write one ad per persona, and run many personas in every ad set.
4. Give each city one strong page. Mobile first, with the headline and form above the fold.
5. Track to revenue. Judge everything by booked moves, not cost per lead.

Want results like this for your moving company?

Encipher runs Facebook ads for movers and tracks every lead to the booked move. Book a call with us below.