The Challenge
Let's Get Moving Group had built something most moving companies never get to: a capable in-house marketing team running their own paid media. That is the right move for a brand at their scale. But as they expanded, their backend account structure had grown into a tangled web.
To accommodate individual franchises paying for their own ads separately, they had created a different Google Ads account for every single location. This setup introduced a cascade of hidden risks and inefficiencies:
- The Suspension Risk: Running multiple ad accounts that point to the same root domain, even with location-specific landing pages and distinct geographic targeting, is a red flag for Google. It can put the entire brand at risk of being flagged for "Circumventing Systems" policy violations, which can trigger sweeping, permanent account suspensions.
- Fragmented Data: Because conversion tracking was set up individually per account, the setup was fragmented. Google’s bidding algorithms were starved for data, unable to share conversion signals or learnings across different markets.
Furthermore, running Google Ads in-house generally comes with a specific visibility problem: your team doesn't get the pattern recognition that comes from managing dozens of moving company accounts at once, watching what works across markets, seasons, and competitive sets.
Tiam wanted a second set of eyes to untangle the structure and elevate performance. Not a vendor to take over, and not a generalist agency to spread thin across services. He wanted specialists who could look at the campaigns the way someone who lives inside this vertical every day would, and tell his team exactly what to change.
Why Encipher
Moving is roughly 70 percent of what we do. We run Google Ads and Meta Ads for moving companies across North America, and we have built tracking infrastructure, bidding playbooks, and creative frameworks specifically for this industry.
How We Worked Together
Our engagement was structured as ongoing consultation rather than account management. The Let's Get Moving team kept their hands on the levers. We brought:
- Account Consolidation: We recommended collapsing the sprawling multi-account setup into ONE unified Google Ads account. This would immediately neutralized the policy suspension risk and pooled their data to supercharge Google’s algorithm.
- Tracking Overhaul: We guided their team through cleaning up their isolated conversion setups, establishing a single, accurate source of truth for lead attribution across the entire brand.
- A Full Structural Audit & Ad Group Playbook: Their existing ad groups were cluttered and unfocused. We walked them through our exact playbook: structuring exactly one ad group per specific service (e.g., local, long-distance, packing). This tightened their campaign architecture and ensured that ad copy and landing pages precisely matched the user's search intent.
- Targeting and Audience Guidance: We shared insights based on what we see actively converting across the wider moving vertical.
- Bidding Strategy Input: We identified where automated bidding was helping them scale, and where it was quietly leaking spend.
- Offline Conversion Tracking Optimization: We tied our recommendations to the metrics that actually matter for movers: cost per booked job, not just cost per lead.
- Responsive Support: We acted as a sounding board when the team hit specific questions or needed a sanity check before making a major change.
We did not give surface-level advice. We sat with the campaigns, understood the operational hurdles, and gave clear, structural guidance the team could actually execute.
The Result
The impact was immediate. Tiam's team was able to cut inefficiencies in spend, improve campaign performance, and make smarter decisions across their paid media program. The internal team kept ownership of execution while gaining the perspective of a specialist agency that sees this exact playbook run dozens of times a month.
In Tiam's Words
"We brought in Encipher Digital Marketing as a consultation partner to support our internal marketing team with our Google Ads efforts, and the impact was immediate. Their depth of knowledge in paid search and social advertising is outstanding. They are true specialists in their field.
Encipher did not just offer surface level advice. They took the time to understand our goals, reviewed our campaign structure in detail, and provided clear guidance on targeting, bidding, and performance optimization. Their input helped us cut inefficiencies, improve results, and make smarter decisions overall.
Their communication is excellent, their support is responsive, and their understanding of advertising platforms is top tier. Unlike many agencies, Encipher focuses only on what they are best at, and it truly makes a difference.
If you are looking for experts to guide your internal team or take your paid media performance to the next level, I would strongly recommend working with Encipher."
— Tiam Behdarvandan, Owner, Let's Get Moving Group
The Takeaway
You do not have to hand over your Google Ads account to get specialist-level performance. If you have an internal team that knows your business, what they often need is a partner who knows the platform and the vertical at a level no generalist hire can match. That is the model we ran for Let's Get Moving, and it is one of the most efficient ways for an established moving company to get more out of paid media without rebuilding the marketing function.