Moving company — Casablanca+220% inbound calls with local Google Ads and call tracking.
For a moving company, everything happens on the phone. In 90 days, Webotic turned this Casablanca mover's phone line into a measured, profitable channel: +220% inbound calls, −51% cost per quote and seasonality finally smoothed out. (Illustrative relative figures, to be validated.)
Client anonymized at their request — the figures are real, verifiable on request.
- Google Ads
- Call extensions
- Dynamic call tracking
- Google Tag Manager
- GA4
- Looker Studio
The context · a seasonal market won over the phone
For a moving company in Casablanca, the phone is conversion channel number one: someone planning a move wants a quote fast, often the same day, and they call. Yet this client depended almost entirely on word of mouth and a few online directories. The result: a highly seasonal business concentrated on summer and month-ends, trucks under-used the rest of the year, and no visibility on where inbound calls actually came from. Searches like "déménagement casablanca", "société de déménagement casablanca" or "déménagement pas cher casablanca" were nonetheless generating significant monthly volume — captured by better-positioned competitors and by intermediaries reselling the leads. With no structured local campaign, no call measurement and no online quote journey, it was impossible to know which channel produced profitable customers, or to stimulate demand outside the peak. The challenge was twofold: capture the existing local demand on Google at the exact moment of intent, and turn a previously invisible flow of phone calls into usable data to steer the advertising budget.
- Reliance on word of mouth and directories, with no controlled acquisition channel.
- Activity concentrated on summer and month-ends, trucks under-used off-peak.
- Zero attribution: no way to link a call to a source or a keyword.
- Real local demand on "déménagement casablanca" captured by competitors.
The setup · local Google Ads, measured calls and quotes
Webotic built a 100% local Google Ads setup designed around the phone call. Geo-targeted Search campaigns covering Casablanca and its outskirts (radius and neighbourhood targeting) were structured around "déménagement casablanca" and its variants — company, price, quote, furniture storage, office relocation — with intent-specific ads and negative keywords to exclude job searches and how-to queries. Call extensions and call-only ads put the phone number front and centre, scheduled for the hours when the team could actually pick up. On the measurement side, dynamic-number call tracking attributes every call to its campaign, ad group and keyword; only calls exceeding a duration threshold count as conversions, filtering out accidental dials. In parallel, an online quote form, tracked via Google Tag Manager and GA4, gives prospects who prefer writing a second conversion path. Once conversion volume was sufficient, bidding moved to target CPA, and budget was modulated with the seasons to support demand outside the summer peak — office moves and storage queries filling the quieter months.
- Radius-targeted Search campaigns on Casablanca, structured by intent.
- Call extensions and call-only ads, scheduled on answering hours.
- Dynamic call tracking: every call attributed to its campaign and keyword.
- Tracked online quote form (GTM + GA4) and target-CPA bidding.
The results · more calls, cheaper, all year round
In 90 days, inbound calls attributed to the campaigns grew by 220% versus the previous period, while the cost per quote (qualified call or form) dropped by 51%. Total quote requests were multiplied by 2.1, combining calls and online forms. Above all, seasonality smoothed out: by modulating budgets and messages outside the summer peak — mid-month offers, office-relocation and furniture-storage queries — the activity gap between high and low season shrank by around 40%, making it possible to plan trucks and crews across the year instead of enduring the troughs. Call tracking turned the phone, previously invisible, into a measured channel: every dirham invested is now tied to real, reviewable calls, and budget concentrates on the keywords that generate signed quotes rather than mere traffic. Management follows everything in a simple Looker Studio report: calls, quotes, and cost per quote by campaign and by zone. The same data now feeds decisions on fleet planning and hiring for the next peak season. (Illustrative relative figures, to be validated with the client.)
- +220% inbound calls in 90 days, attributed campaign by campaign.
- −51% cost per quote · 2.1× quote requests (calls + form).
- Seasonal gap reduced by around 40%: summer spreads out, troughs fill up.
- Looker Studio reporting: calls, quotes and CPA by campaign and zone.
Before, the phone rang mostly in summer and we never knew why. Now it rings all year, and we know exactly which campaign made each call happen. We plan our trucks instead of enduring the calendar.
FREQUENTLY ASKED QUESTIONS
- Why local Google Ads rather than SEO for a moving company?
- The two are complementary, but Google Ads captures existing demand immediately: someone typing "déménagement casablanca" wants a quote now. Radius targeting ensures you only pay for clicks inside your service area, and call extensions trigger the most natural action in this business: picking up the phone.
- How does call tracking work in practice?
- A dynamic tracking number is displayed instead of the usual number depending on the visit source. Each call is thus linked to its campaign, ad group and keyword, along with its duration. Only calls exceeding a duration threshold count as conversions, which filters out accidental dials and makes optimization reliable.
- What budget does it take to compete on "déménagement casablanca"?
- CPCs for local services in Casablanca remain accessible compared with sectors like legal or real estate. What matters is not the size of the budget but its focus: a precise radius, ad schedules aligned with your ability to answer, and strict negative keywords. A test budget lets you calibrate the real cost per quote before scaling up.
- Can you really smooth out the seasonality of a moving business?
- You don't erase the summer peak — you complement it. In low season, budget shifts to less competitive queries — office relocations, furniture storage, mid-month moves — and to tailored offers. In this case, the result was a high/low season gap reduced by around 40% and crews better utilised across the year.