CASE STUDY

How We Helped Mozart Moving
Book 288% More Moves,
Every Month

How We Helped
Mozart Moving Get 288% More Moves, Every Month.

We're the agency movers hire when ROI isn't optional.

Mozart Moving partnered with Fetch & Funnel two years ago. Owner Yan Kerefov had just won an award for Boston's Best Movers, and he saw this as the perfect opportunity to begin growing the business even faster. Yan was happy with his previous Google agency, but performance was stagnant, advertising costs were rising, and competition in the market was at an all-time high. We decided to assess campaign performance and quickly discovered that his marketing budget had been mismanaged for a long time.

Mozart hired Fetch & Funnel to revamp Google Ads and launch Facebook advertising before his competitors. Our goal was to scale revenue for his business by reaching the right people, and converting more website visitors into customers.

We're the agency movers hire when ROI isn't optional.

Mozart Moving partnered with Fetch & Funnel two years ago. Owner Yan Kerefov had just won an award for Boston's Best Movers, and he saw this as the perfect opportunity to begin growing the business even faster. Yan was happy with his previous Google agency, but performance was stagnant, advertising costs were rising, and competition in the market was at an all-time high.

Mozart Gets 975% More Leads at 87% Less Than Previous Agency With Google & Facebook Ads

Mozart Moving is one of the most trusted residential and commercial moving companies in Boston. The company has 150+ 5-star reviews on Yelp, and they won the prestigious "Best In Boston" award from Improper Bostonian.

Mozart is quickly amassing a large customer base for its core value prop: prompt response, great communication, and easy moving.

Mozart Gets 975% More Leads at 87% Less Than Previous Agency With Google & Facebook Ads

Mozart Moving is one of the most trusted residential and commercial moving companies in Boston. The company has 150+ 5-star reviews on Yelp, and they won the prestigious "Best In Boston" award from Improper Bostonian.

Mozart is quickly amassing a large customer base for its core value prop: prompt response, great communication, and easy moving.

Challenge

Moving is hyper-competitive in Boston. Advertising costs are high, there's a massive student population that favors low pricing and calls 24-hours ahead to book, seasonality is fierce, even Yelp is packed with a dozen competitors each with hundreds of 5-star reviews.

Mozart understood that that their customers were using social media, yet none of their competitors were advertising on Facebook. This presented a big opportunity for growth, even better it offered the ability to reach entirely new audiences before they began their search for a moving company.

Mozart needed a new advertising strategy, better analytics, better reporting, and professional campaign management on Facebook & Google to ensure they could profitably grow the business and outperform their competitors.

Our Approach

Advanced Google & Facebook Lead Funnel

Rebuild all campaigns and implement a top/middle/bottom of funnel approach. Segment campaign structure by age, gender, demographic, platform, geography, and ad placement. Segment retargeting by 7/14/28 day audiences for tailored messaging.

Traffic Segmentation & Hyper-Local Geo Targeting

Deliver specific adverts and messaging based on traffic temperature. Cold traffic must be treated differently than warm traffic in order to convert leads at a high rate.

SERVICES

  • Google Adwords - Search, Display, Gmail, Retargeting
  • Facebook & Instagram Ads
  • Cross-Channel Retargeting
  • Advanced Call Tracking
  • Web Conversion Optimization

Our Results

Over the past two years, costs and competition on Google have risen. Back in 2017, Mozart's average cost-per-click was $3.94. Since then costs have increased by 49%, up to $5.87. As a result, Mozart has had to spend about 36% more money.

But here's the best part - despite rising costs and increased competition - our campaigns generate 975% MORE CONVERSIONS (calls and leads)! Better yet, COST PER LEAD HAS DROPPED BY 87%, from $35.49 down to $18.98. As a result Mozart's business is growing faster than ever!

288%

MORE CUSTOMERS

975%

MORE LEADS

87%

LOWER COST PER LEAD

57%

MORE CALLS

Our Results

Over the past two years, costs and competition on Google have risen. Back in 2017, Mozart's average cost-per-click was $3.94. Since then costs have increased by 49%, up to $5.87. As a result, Mozart has had to spend about 36% more money.

But here's the best part - despite rising costs and increased competition - our campaigns generate 975% MORE CONVERSIONS (calls and leads)! Better yet, COST PER LEAD HAS DROPPED BY 87%, from $35.49 down to $18.98. As a result Mozart's business is growing faster than ever!

288%

MORE CUSTOMERS

975%

MORE LEADS

87%

LOWER COST PER LEAD

57%

MORE CALLS

How We Did It

Objective #1

Rebuild Google campaigns to eliminate wasteful spend, and increase results by aligning budgets with our most profitable service routes.

We immediately began rebuilding Mozart's Google Adwords account. Implementing a modern framework that allowed for precise geo-targeting, advanced bid management, and full control over our positioning in the market.

Launch Facebook Retargeting

Mozart's ideal customers plan ahead before booking. They begin by visiting Google to perform preliminary research...but most aren't ready to fill out a form just yet. Trust needs to be established, and the best way to do this is through retargeting. We installed a Facebook Pixel on Mozart's website to track visitors, and then we ran retargeting ads on Facebook & Instagram to educate and convince customers that Mozart was the best choice.

RESULTS (FIRST 60 DAYS)

  • 58% LOWER COST PER LEAD
  • +195% MORE LEADS

Objective #2

Hyper-Local Geo Targeting

After peak summer season, we took the opportunity to expand AdWords search campaigns into new keyword categories to extend reach and target higher value long-distance moves.

We did this by targeting keyword groups like Movers Boston To New-York. We then targeted a large audience of users making regional moves within Massachusetts using Dynamic Search Ads that automatically insert the city names based on the users Google search.

Next we began aggressively targeting long-tailed searches with Broad Modifier keyword match types.

Proactive Bid Management was ultimately the key to our success, along with frequent sweeps for Negative Keywords to eliminate wasted budget spent on low quality traffic.

RESULTS (90-180 DAYS)

  • +200% INCREASE IN LEADS
  • 2X MORE LEADS (SAME COST)

Objective #3

Optimize Mozart's website to increase conversion rate, improve call tracking, and leverage Google A.I. to expand targeting and find the right people.

After our first full season running campaigns, we began building out more robust conversion tracking, while optimizing Mozart's website to offer more opportunities for visitors to convert.

With additional Call Tracking capabilities in place, we were then able to best capture the full value of every click driven to the website. This opened the door for us to begin using automated bid management strategies. More tracked conversions let us take advantage of Google Machine Learning to target exactly the right customer, paired with the perfect bid...driving lead costs way down.

These new strategies along with continued keyword expansion generated more leads, at a 700% lower cost per lead!

RESULTS (180+ DAYS)

  • +264% INCREASE IN LEADS
  • 700% DROP IN COST PER LEAD

One of our biggest challenges was finding an agency that understands our market well enough to help us compete. We now have great local coverage in our campaigns, and our interstate business is much stronger than it used to be. Fetch & Funnel has great reporting, and my business has seen tremendous growth over the past two years. I’m handling many calls a day, it’s a good problem to have. 

Yan Kerefov

Owner, Mozart Moving

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