Piano Moving Company
0 to 37 Leads at $37.03 Each
A piano moving and storage company was spending on Google Ads every month and getting zero tracked leads in return. My audit found generic campaigns, no service segmentation and broken conversion tracking. I restructured the account by service, fixed the tracking and added negative keywords to stop wasted clicks. In the next two months the account produced 37 tracked leads at $37.03 per lead.
No contracts. Keep your account and data. Cancel anytime.
on $564 spend
at $37.03 CPL
Client Background
About the Client
The client is a specialist piano moving company in the US Mid-Atlantic region. They handle local piano moves, long-distance and nationwide transport, and climate-controlled piano storage. Google Ads was already running, but in the month before I took over it spent $564 on 138 clicks and recorded zero conversions.
My audit showed why. The campaign was generic, with every service mixed into one setup. Conversion tracking was not working properly, so even the real calls and form fills were never counted. Without data, Google could not optimize, and the budget drifted toward general moving searches that a piano specialist cannot serve.
Spending Every Month, Zero Leads Tracked
Generic Campaign Setup
Local moves, long-distance transport and storage were all lumped together. Ads and keywords could not speak to what each searcher actually needed.
Broken Conversion Tracking
Calls and form submissions were not being recorded. The account showed 0 conversions, so neither the client nor Google knew what was working.
Paying for General Moving Searches
Searches like "moving companies in my area" and "home packing service" were eating budget. These people need a household mover, not a piano specialist.
How I Restructured the Account
Service-Segmented Campaign Structure
I rebuilt the campaign around services, with separate ad groups for local piano moving and nationwide piano moving. Each ad group got its own tight keywords like [piano movers near me] and "professional piano movers", plus ad copy written for that specific job.
Fixed Conversion Tracking
I repaired the website lead form tracking and set up click-to-call tracking as primary conversions. Within two months the account recorded 20 website form leads and 12 tracked calls, giving Google real data to optimize toward.
Negative Keywords & Search Term Control
I reviewed search terms regularly and excluded general moving queries such as "home packing service" and "local moving companies in my area". Converting piano searches were added as exact match keywords, so the budget went only to people moving a piano.
Campaign Evidence & Timeline
Before (Aug 2026): 138 clicks and $564 spent with 0 tracked conversions.
After (Sep – Oct 2026): 255 clicks turned into 37 conversions at $37.03 per lead.
The Campaign Transformation
Key Business Impact
Tracking & Search Term Control
Conversion Setup: Website lead form and click-to-call now active as primary conversions, with 20 form leads and 12 calls recorded.
Search Terms Report: Piano searches promoted to keywords, general moving searches excluded.
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