9 min read

Care to Move

Published on

07 Sep 2025

Key Results and Impact

Better Leads, Same Budget

Faster Conversions

Customer Trust + Visibility

Contributors

Holly Adelaide

Brand Messaging Specialist

Rohit Sood

Managing Director

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Campaign Breakdown

Care to Move needed more qualified enquiries from older Australians and their families who were wrestling with downsizing. SoudCoh built a sizzling Meta lead-gen machine that paired heartfelt storytelling with crisp conversion design. We ran image and short-form video creative showing calm, reassuring move moments, then drove to Instant Forms with custom questions that screened for location, time frame and support needed. Advantage creative and headline variations kept fatigue low, while campaign budget optimisation and a highest-volume bid strategy ensured a steady, booming flow of leads.

We piped submissions to the CRM via Zapier for same-minute follow up and used message templates that sounded like a caring coordinator, not a call centre. Headlines like Helping seniors relocate with care and Downsizing? Let us handle it all did the heavy lifting, supported by primary text about compassionate decluttering, selling or clearing unwanted items and stress-free moving day support.

Across the flight, the account logged hefty reach and impressions, with multiple ad sets showing cost per lead in the sweet spot around the low teens. One standout creative produced north of 100 leads on its own, while retargeting mopped up warm families who needed a nudge. The net effect was a punchy, electrified funnel that turned browsers into booked assessments at a jaw-dropping clip.

The Problem: “Moving Hearts, Not Just Boxes”

Downsizing is emotional. Families needed trust as much as trucks, yet the brand’s thoughtful services were getting lost in a sea of generic removalist messages. Care to Move had reliable word of mouth but needed a mega lift in digital visibility and a path to affordable, ready-to-speak leads.

Low brand visibility in noisy feeds

Competing services shouted price. Seniors and carers scrolled past anything that felt rushed or salesy, so engagement was patchy and cost per result crept up when creative tired.

Trust gap for sensitive decisions

Moving a parent is loaded. Without proof of care and competence, families hesitated. That hesitation stretched cycles and deflated conversion rates.

Fragmented messaging across audiences

Adult children, retirees and aged-care professionals each needed different angles. A single blunt message could not land with all three groups.

Slow, inconsistent follow up

Leads cooled quickly when responses lagged, making media look pricier than it truly was and hiding real demand.

By naming these blockers and designing around them, we gave Care to Move a clear runway to a booming, more predictable pipeline.

Strategy: “Compassion at Speed”

We built a human-first performance strategy that mixed zesty creative, on-platform forms and fast follow up. The heartbeat was empathy. Every ad and message made stressful decisions feel lighter, while the media system kept CPL disciplined and volume roaring.

Overview
‍
Creative framed Care to Move as trusted guides for seniors: gentle visuals, calm colours and plain-English promises. We deployed multiple text and headline variants, let Advantage creative remix top lines and used the 7-day click attribution window to balance efficiency with scale. Instant Forms carried custom qualifiers so sales time stayed on warm prospects. Zapier pushed leads into the CRM with source tags, and message templates kicked off nurturing within minutes. Weekly creative refreshes iced fatigue before it bit, and we retargeted engagers with social proof and service specifics.

Empathy-led ads

Photos and bite-size videos showed respectful support, not cardboard chaos, boosting dwell time and intent.

Qualifying Instant Forms

Smart questions filtered tyre-kickers and routed high-need cases fast.

Advantage creative and variants

Meta’s auto-mixing kept the best copy and imagery in play for jaw-dropping consistency.

Speed-to-lead playbook

Templates for SMS, email and Messenger halved reply time and lifted booked assessments.

Solutions: “From Scroll to Support Call”

Families needed quick clarity and gentle guidance. We answered with solutions that made action feel easy and safe.

What we rolled out
‍We launched conversion-ready Meta assets tied to Instant Forms, plugged straight into the CRM through Zapier and backed by a tidy nurture stack. Each touchpoint echoed the same caring promise so momentum never fell flat.

Creative library with purpose

A suite of image and video variations spotlighted compassionate decluttering, selling or clearing unwanted items and stress-free move day help. Rotations kept ads fresh and costs punchy.

Smart, short forms

Custom questions captured suburb, timeline and service type so coordinators phoned with context. Completion rates climbed because it felt quick and considerate.

Message templates that sound human

Pre-approved SMS, email and Messenger scripts mirrored ad language and offered easy next steps such as a free 15-minute consult.

Embedded proof

We added a lightweight carousel of before-and-after scenes and a simple chart visual showing average time saved, building trust in a snap.

Together, these sizzling pieces transformed casual interest into booked assessments with a hefty uplift in consistency.

Results and Impact

Momentum arrived fast and stuck around. Within weeks, Care to Move enjoyed a confident lift in both volume and quality, with costs staying in the jaw-dropping good zone.

Lead volume surged

The account produced a roaring stream of enquiries, with top creatives each clocking triple-digit leads and total submissions comfortably north of prior monthly highs. Pipelines stayed full across weekdays and weekends.

CPL in the money pocket

Average cost per lead settled in the low-to-mid teens, with multiple ad sets landing in the 9 to 12 dollar pocket. Budget efficiency improved as winning variants took centre stage.

Faster follow up, higher bookings

Speed-to-lead dropped sharply thanks to templates and CRM routing. Booking rates for consults rose meaningfully, especially from carers who had engaged with proof-based retargeting.

Quality you can feel

Form data showed clearer intent signals such as defined timelines and required services, cutting admin time and lifting team morale.

All up, the campaign delivered a hefty, sustainable step-change: more caring conversations, more scheduled assessments and a pipeline that finally matched the brand’s reputation.

Future Growth Strategy: What's Next for Brad?

With the machine humming, the next phase is all about scale without losing the human touch.

On-site conversion upgrades

Add instant scheduling and live chat from coordinators during peak hours to keep response times sizzling.

Creative sprints every fortnight

New testimonial snippets, before-and-after carousels and 6-second video cutdowns to refresh engagement and hold the CPL line.

Partnership retargeting

Build audiences from allied services such as retirement villages and estate planners to capture ready-to-move families.

Attribution sanity checks

Keep an eye on assisted conversions and phone call logs so budget follows true business impact, not vanity metrics.

Conclusion

Care to Move set out to turn quiet admiration into consistent demand. With SoudCoh’s performance engine, they now enjoy a steady, affordable stream of qualified seniors and families who feel supported from the first scroll to the final box. Empathy-led creative, smart Instant Forms, lightning-fast follow up and disciplined optimisation delivered a hefty lift in leads and booked assessments while keeping CPL punchy. The brand’s promise is clearer, the pipeline is healthier and the team spends time with people who are ready for help. Next up, we scale this roaring framework into new postcodes, add bite-size education assets and keep sharpening the speed-to-lead edge. It is a simple formula, executed with care, that turns a stressful life moment into a calm, confident move.

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