Campaign Breakdown
SoudCoh partnered with Xcel Movers to build a sizzling always-on lead engine across Meta placements. We rebuilt the account into a clean structure focused on Lead objective and Highest Volume bidding, paired with 7-day click attribution. Creative was king, so we launched a mega test program with 118 variations across short UGC videos, behind-the-scenes clips and bold blue graphics that shouted benefits like upfront pricing, local and interstate moves and free quotes. Primary text leaned on punchy, trust-stacking lines such as Stress-free moves across Melbourne, Book in minutes and Fully insured movers. Headlines did the heavy lifting with Book Your Move Now, Last-Minute Movers Available and Get a Free Quote.
Across the optimisation window, Ads Manager showed a hefty 182k+ reach and just under 600k impressions, with a whopping 865 leads recorded on best-performing sets. Average cost per lead settled around the high-teens, with lows from 14.95 where creative and audience clicked. Layered message templates in Messenger and WhatsApp pre-qualified prospects in minutes, speeding up bookings and lifting close rates. The result was a booming pipeline of ready-to-move customers and a calmer operations schedule for the crew.
The Problem: When Urgent Moves Meet Lukewarm Leads
Xcel Movers had demand, but the flow was spiky and the enquiries messy. Weekends would explode, weekdays went quiet, and staff were stuck chasing forms that lacked move details. The brand’s ads looked fine, yet they blended into the feed. People scrolling saw “movers” but didn’t feel the spark to act now. The team needed a zesty fix that captured intent, screened time-wasters and got serious jobs onto the calendar faster.
Lead quality drift
Too many forms arrived with missing essentials like date, suburbs, bedrooms and stair access. Sales time ballooned as staff played phone tag, and quotes stalled. Without tighter questions and smart auto-replies, conversion to booked jobs stayed stubborn and the calendar kept its gaps.
Creative fatigue
Static ads and generic claims didn’t stop thumbs. Competitors looked identical. Without punchy hooks such as last-minute availability, upfront rates or insured crews, the ads failed to earn attention. Performance dipped whenever frequency rose, driving up CPL and stressing the weekly target.
Operational mismatch
Enquiries piled up after hours. Response lag meant hot prospects cooled. The lack of structured triage made it tough to prioritise high-value moves, which meant revenue walked. A nimble, electrified messaging flow was missing, and the team felt the squeeze.
Bottom line: interest existed, but the path from scroll to scheduled truck was clunky.
Strategy: The Zesty Full-Funnel Play
We built a funnelling system that made action effortless. Step one, overhaul creative into two families. Family A used gritty UGC of real movers on the job, with overlays like Book now, Last-minute spots and No hidden fees. Family B used branded blue graphics highlighting discounts, insured crews and local or interstate options. Step two, sharpen copy. Primary text hit needs fast, using short lines, power verbs and suburb callouts. Headlines became punchy prompts that matched the form and the follow-up. Step three, engineer speed. Instant Forms with custom questions captured the must-knows. Messenger and WhatsApp templates fired immediately, confirming details and offering a booking link.
Creative sprints
We mixed broad VIC geo with interest stacks and recent engagers, letting Meta find volume while our creatives signalled intent. Frequency guardrails kept freshness high and CPMs sane.
Conversion plumbing
Templates collected date, suburbs, bedrooms and stairs. Auto-replies nudged photos of access points and confirmed preferred time, lifting qualification and shortening quoting time.
Solutions: From Scroll To Scheduled In Minutes
We turned a clunky enquiry trail into a smooth, electrified booking lane. The solution combined creative that stops the thumb, copy that answers objections in one breath and automation that gets the job on the board without back-and-forth. Leads hit an Instant Form tuned for movers, then went straight into pre-qualification via messaging templates that felt human, not robotic.
Thumb-stopping UGC
Short vertical videos with first-frame hooks like Last-minute movers and No hidden fees. On-site clips, branded shirts, fast captions and a clear CTA: Book now.
Benefit-led graphics
Bold blue tiles featuring Your reliable moving company, Up to 35% off weekday moves and Free quote in minutes. Perfect for top-of-funnel reach.
Sharp copy and headlines
Primary text focused on outcomes: Stress-free move, insured crew, friendly rates. Headlines kept urgency: Book Your Move Today and Get a Free Quote.
Results and Impact: A Hefty Lift In Qualified Leads
The campaign fired on all cylinders. Across the period, reach topped 182k and impressions neared 600k. Lead flow stabilised weekday demand and smoothed weekends. Sales time dropped as reps received fully formed briefs instead of vague pings.
Leads up, CPL down
A roaring 865 qualified leads recorded on the strongest sets. Average CPL in the high-teens, with best days clocking 14.95. That represented a 38 percent improvement versus prior baseline.
Faster conversions
With clearly placed CTAs and simpler user journeys, visitors are turning into customers in fewer clicks.
Bigger jobs booked
With stairs, access and inventory captured early, quoting accuracy jumped. Close rate on 3-bedroom moves rose 2.1x, lifting average job value and crew utilisation.
Creative clarity
UGC plus blue graphics delivered a balanced mix of volume and efficiency. Fatigue was kept in check through weekly sprints and first-frame testing.
Overall, revenue pipeline swelled, cancellations shrank and the operations board finally looked calm. A punchy, systemised engine replaced hope marketing.
Key Lessons from the Strategy
Great moving ads sell certainty, not just muscle. The strategy worked because every step reduced friction and every word spoke to what busy Aussies actually want: speed, clarity and trust.
Lead with proof of action
First frames showing real movers at work beat stock every time. People book what they can picture.
Ask smarter, not longer
Five tight questions beat twenty loose ones. Collect what sales needs to quote accurately.
Copy earns the click
Short, benefit-led lines with suburb hints feel local and relevant. Keep headlines command-driven.
Speed closes deals
Auto-replies that feel human win the race. Three minutes is the magic window for intent.
Future Growth Strategy
We will keep the engine booming while unlocking fresh pockets of demand and lifting job value.
Geo micro-expansion
Spin suburb clusters based on historic win rates. Tailor copy to local landmarks to lift CTR.
Value tier offers
Test weekday saver promos vs premium white-glove packs to grow average revenue per job.
Creative studio cadence
Monthly film days with the crew, capturing specific scenarios like lifts, tight hallways and interstate packing.
Deeper automation
Push qualified leads to a booking calendar with dynamic truck and crew availability to reduce phone time.
Review flywheel
Automated post-move review requests feed fresh UGC snippets and social proof into creative sprints.
Conclusion
Xcel Movers came to SoudCoh with solid demand but a leaky funnel. We plugged the gaps with punchy UGC, confident blue graphics, benefit-led copy and message templates that worked while the team slept. The account now hums along with stable weekday demand, stronger weekend control and a jaw-dropping lift in qualified enquiries. Sales gets richer briefs, quotes roll out faster and bigger jobs land more often. Most importantly, the brand feels unmistakably reliable in the feed. With geo micro-expansion, smarter automation and ongoing creative sprints, this engine is set to keep delivering hefty results for Melbourne households on the move.
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