2026
White Moving - Zero Conversions to 10 Moves a Month in 7 Months
Client: White Moving - international moving and freight company based in Cluj-Napoca, Romania Year: 2026 Services: Performance Marketing · Google Ads · Conversion Tracking Category: Logistics / International Moves Timeline: Seven months, March to September 2026
THE HERO NUMBERS
6.5–7.7x Return on ad spend
10 Moves closed in September (2x June)
€14,400 Total ad spend
€104k–124k Revenue generated
THE CHALLENGE
White Moving was spending about 3,000 lei a month on Google Ads and recording zero conversions. Nobody could say which searches, if any, brought customers.
The market made it harder. Only about 370 of 16,470 monthly searches from Romania around moving furniture concern international moves; most demand comes from Romanians searching from abroad.
Customers call or write on WhatsApp rather than fill in forms, and they move three to six weeks after enquiring. So the ads had to be judged on contracts that arrived a month later, through channels that are hard to track.
THE APPROACH
01 - Build around the routes people type
Customers don't search for "international moves"; they search for a country pair, like "transport mobila germania romania".
We rebuilt the campaign around those routes in phrase match. The conversion rate rose from 5.5% in March to 14.7% in July.
02 - Track what matters
Calls, WhatsApp messages and form submissions became the only primary conversions.
When the quote calculator moved to its own subdomain and form conversions went silent, we traced the click from ad to thank-you page. The cause was a Google Tag Manager update that had never been published; publishing it restored tracking.
03 - Separate contacts from customers
In July the account recorded 66 conversions; White Moving closed 5 moves. One person often calls and messages, so conversions overstate leads.
We built a contract-by-contract tracker and compared each month's ad spend with the next month's moves. That kept us from cutting the campaign in August, when cost per conversion jumped but closed moves rose from 5 to 7.
04 - Put the budget where it converts
The moving campaign switched to Maximize Conversions on 22 July. The freight campaign followed in early September, and its cost per conversion fell from 103 lei to 45 lei in a month.
An English-language test that cost 810 lei per conversion was cut to a small research budget.
THE RESULTS
Metric | Result |
|---|---|
Return on ad spend | 6.5–7.7x ¹ |
Moves closed per month | 5 in June → 10 in September |
Contracts tracked, June–November | 31, including 4 already booked for October–November |
Share of contracts from Google Ads | About 90% |
Ad cost per closed move | About 1,100 lei (€220) ² |
Conversions recorded | 611 at 118 lei each, from zero |
Freight cost per conversion | 63 lei overall; 45 lei in September |
Share of eligible searches won | 72–76% |
The cost-per-move math: an international move with White Moving averages about €2,400, and Google Ads cost about €220 for each move closed. That is roughly 9% of the value of a move ³, spent on a customer who searched for the exact route and called directly.
The account also left White Moving with assets it owns: a contract-by-contract revenue tracker, conversion data for every route, and a clear map of which country pairs bring customers and which don't.
Monthly progression: March, the first month, went from zero conversions to 17. By June, the first month tracked contract by contract, White Moving closed 5 moves. July held at 5, August rose to 7, and September reached 10, the best month so far. On 8 October, 4 more moves were already booked for October and November.
THE TAKEAWAY
Service businesses with long sales cycles don't need more clicks. They need to know which searches turn into signed contracts, and an account judged on that number rather than on the dashboard.
For White Moving, that meant building around the routes customers type, tracking every call and message, and moving budget to what closed.
Running a moving, logistics or transport company and paying for ads you can't trace to contracts?
We'll show you where your budget goes and what it brings back.
[Book a Free 15-Minute Strategy Call]
NOTES
¹ Revenue: €73.9k tracked contract by contract (June–November) plus €30–50k for March–May estimated by White Moving, so €104k–124k. Google Ads share at 90%: €93.5k–111.6k. Ad spend: 72,127 lei for the whole account, 1 February–8 October, about €14,400 at roughly 5 lei per euro. 93.5k ÷ 14.4k ≈ 6.5; 111.6k ÷ 14.4k ≈ 7.7.
² Cost per move: moving-campaign spend May–August ≈ 26,000 lei, set against the 26 moves closed June–September (one month later, to match the sales cycle). At 90% from Google Ads that is ≈ 23.4 moves; 26,000 ÷ 23.4 ≈ 1,111 lei.
³ Average move: €73,928 across 31 contracts ≈ €2,385. €220 ÷ €2,385 ≈ 9%.
More Works
(GQ® — 02)
©2024
Let's Work Together
(HOM® — 13)
©2025
Contact Now
Contact Me!
Let’s create something amazing together! Reach out I’d love to hear about your project and ideas.
Available Worldwide
2026
White Moving - Zero Conversions to 10 Moves a Month in 7 Months
Client: White Moving - international moving and freight company based in Cluj-Napoca, Romania Year: 2026 Services: Performance Marketing · Google Ads · Conversion Tracking Category: Logistics / International Moves Timeline: Seven months, March to September 2026
THE HERO NUMBERS
6.5–7.7x Return on ad spend
10 Moves closed in September (2x June)
€14,400 Total ad spend
€104k–124k Revenue generated
THE CHALLENGE
White Moving was spending about 3,000 lei a month on Google Ads and recording zero conversions. Nobody could say which searches, if any, brought customers.
The market made it harder. Only about 370 of 16,470 monthly searches from Romania around moving furniture concern international moves; most demand comes from Romanians searching from abroad.
Customers call or write on WhatsApp rather than fill in forms, and they move three to six weeks after enquiring. So the ads had to be judged on contracts that arrived a month later, through channels that are hard to track.
THE APPROACH
01 - Build around the routes people type
Customers don't search for "international moves"; they search for a country pair, like "transport mobila germania romania".
We rebuilt the campaign around those routes in phrase match. The conversion rate rose from 5.5% in March to 14.7% in July.
02 - Track what matters
Calls, WhatsApp messages and form submissions became the only primary conversions.
When the quote calculator moved to its own subdomain and form conversions went silent, we traced the click from ad to thank-you page. The cause was a Google Tag Manager update that had never been published; publishing it restored tracking.
03 - Separate contacts from customers
In July the account recorded 66 conversions; White Moving closed 5 moves. One person often calls and messages, so conversions overstate leads.
We built a contract-by-contract tracker and compared each month's ad spend with the next month's moves. That kept us from cutting the campaign in August, when cost per conversion jumped but closed moves rose from 5 to 7.
04 - Put the budget where it converts
The moving campaign switched to Maximize Conversions on 22 July. The freight campaign followed in early September, and its cost per conversion fell from 103 lei to 45 lei in a month.
An English-language test that cost 810 lei per conversion was cut to a small research budget.
THE RESULTS
Metric | Result |
|---|---|
Return on ad spend | 6.5–7.7x ¹ |
Moves closed per month | 5 in June → 10 in September |
Contracts tracked, June–November | 31, including 4 already booked for October–November |
Share of contracts from Google Ads | About 90% |
Ad cost per closed move | About 1,100 lei (€220) ² |
Conversions recorded | 611 at 118 lei each, from zero |
Freight cost per conversion | 63 lei overall; 45 lei in September |
Share of eligible searches won | 72–76% |
The cost-per-move math: an international move with White Moving averages about €2,400, and Google Ads cost about €220 for each move closed. That is roughly 9% of the value of a move ³, spent on a customer who searched for the exact route and called directly.
The account also left White Moving with assets it owns: a contract-by-contract revenue tracker, conversion data for every route, and a clear map of which country pairs bring customers and which don't.
Monthly progression: March, the first month, went from zero conversions to 17. By June, the first month tracked contract by contract, White Moving closed 5 moves. July held at 5, August rose to 7, and September reached 10, the best month so far. On 8 October, 4 more moves were already booked for October and November.
THE TAKEAWAY
Service businesses with long sales cycles don't need more clicks. They need to know which searches turn into signed contracts, and an account judged on that number rather than on the dashboard.
For White Moving, that meant building around the routes customers type, tracking every call and message, and moving budget to what closed.
Running a moving, logistics or transport company and paying for ads you can't trace to contracts?
We'll show you where your budget goes and what it brings back.
[Book a Free 15-Minute Strategy Call]
NOTES
¹ Revenue: €73.9k tracked contract by contract (June–November) plus €30–50k for March–May estimated by White Moving, so €104k–124k. Google Ads share at 90%: €93.5k–111.6k. Ad spend: 72,127 lei for the whole account, 1 February–8 October, about €14,400 at roughly 5 lei per euro. 93.5k ÷ 14.4k ≈ 6.5; 111.6k ÷ 14.4k ≈ 7.7.
² Cost per move: moving-campaign spend May–August ≈ 26,000 lei, set against the 26 moves closed June–September (one month later, to match the sales cycle). At 90% from Google Ads that is ≈ 23.4 moves; 26,000 ÷ 23.4 ≈ 1,111 lei.
³ Average move: €73,928 across 31 contracts ≈ €2,385. €220 ÷ €2,385 ≈ 9%.
More Works
(GQ® — 02)
©2024
Let's Work Together
(HOM® — 13)
©2025
Contact Now
Contact Me!
Let’s create something amazing together! Reach out I’d love to hear about your project and ideas.
Available Worldwide
2026
White Moving - Zero Conversions to 10 Moves a Month in 7 Months
Client: White Moving - international moving and freight company based in Cluj-Napoca, Romania Year: 2026 Services: Performance Marketing · Google Ads · Conversion Tracking Category: Logistics / International Moves Timeline: Seven months, March to September 2026
THE HERO NUMBERS
6.5–7.7x Return on ad spend
10 Moves closed in September (2x June)
€14,400 Total ad spend
€104k–124k Revenue generated
THE CHALLENGE
White Moving was spending about 3,000 lei a month on Google Ads and recording zero conversions. Nobody could say which searches, if any, brought customers.
The market made it harder. Only about 370 of 16,470 monthly searches from Romania around moving furniture concern international moves; most demand comes from Romanians searching from abroad.
Customers call or write on WhatsApp rather than fill in forms, and they move three to six weeks after enquiring. So the ads had to be judged on contracts that arrived a month later, through channels that are hard to track.
THE APPROACH
01 - Build around the routes people type
Customers don't search for "international moves"; they search for a country pair, like "transport mobila germania romania".
We rebuilt the campaign around those routes in phrase match. The conversion rate rose from 5.5% in March to 14.7% in July.
02 - Track what matters
Calls, WhatsApp messages and form submissions became the only primary conversions.
When the quote calculator moved to its own subdomain and form conversions went silent, we traced the click from ad to thank-you page. The cause was a Google Tag Manager update that had never been published; publishing it restored tracking.
03 - Separate contacts from customers
In July the account recorded 66 conversions; White Moving closed 5 moves. One person often calls and messages, so conversions overstate leads.
We built a contract-by-contract tracker and compared each month's ad spend with the next month's moves. That kept us from cutting the campaign in August, when cost per conversion jumped but closed moves rose from 5 to 7.
04 - Put the budget where it converts
The moving campaign switched to Maximize Conversions on 22 July. The freight campaign followed in early September, and its cost per conversion fell from 103 lei to 45 lei in a month.
An English-language test that cost 810 lei per conversion was cut to a small research budget.
THE RESULTS
Metric | Result |
|---|---|
Return on ad spend | 6.5–7.7x ¹ |
Moves closed per month | 5 in June → 10 in September |
Contracts tracked, June–November | 31, including 4 already booked for October–November |
Share of contracts from Google Ads | About 90% |
Ad cost per closed move | About 1,100 lei (€220) ² |
Conversions recorded | 611 at 118 lei each, from zero |
Freight cost per conversion | 63 lei overall; 45 lei in September |
Share of eligible searches won | 72–76% |
The cost-per-move math: an international move with White Moving averages about €2,400, and Google Ads cost about €220 for each move closed. That is roughly 9% of the value of a move ³, spent on a customer who searched for the exact route and called directly.
The account also left White Moving with assets it owns: a contract-by-contract revenue tracker, conversion data for every route, and a clear map of which country pairs bring customers and which don't.
Monthly progression: March, the first month, went from zero conversions to 17. By June, the first month tracked contract by contract, White Moving closed 5 moves. July held at 5, August rose to 7, and September reached 10, the best month so far. On 8 October, 4 more moves were already booked for October and November.
THE TAKEAWAY
Service businesses with long sales cycles don't need more clicks. They need to know which searches turn into signed contracts, and an account judged on that number rather than on the dashboard.
For White Moving, that meant building around the routes customers type, tracking every call and message, and moving budget to what closed.
Running a moving, logistics or transport company and paying for ads you can't trace to contracts?
We'll show you where your budget goes and what it brings back.
[Book a Free 15-Minute Strategy Call]
NOTES
¹ Revenue: €73.9k tracked contract by contract (June–November) plus €30–50k for March–May estimated by White Moving, so €104k–124k. Google Ads share at 90%: €93.5k–111.6k. Ad spend: 72,127 lei for the whole account, 1 February–8 October, about €14,400 at roughly 5 lei per euro. 93.5k ÷ 14.4k ≈ 6.5; 111.6k ÷ 14.4k ≈ 7.7.
² Cost per move: moving-campaign spend May–August ≈ 26,000 lei, set against the 26 moves closed June–September (one month later, to match the sales cycle). At 90% from Google Ads that is ≈ 23.4 moves; 26,000 ÷ 23.4 ≈ 1,111 lei.
³ Average move: €73,928 across 31 contracts ≈ €2,385. €220 ÷ €2,385 ≈ 9%.
More Works
©2024
Let's Work Together
©2025
Contact Now
Contact Me!
Let’s create something amazing together! Reach out I’d love to hear about your project and ideas.
Available Worldwide