$4.5M Annual Revenue & Fleet Scaled by 800% for SEKA Moving
Scaling a local mover into a major NYC player via Google Ads.
About The Client
SEKA Moving & Storage is a premier moving company based in New York City. They provide full-service residential and commercial moving, packing, and storage solutions. They are known for their customer-centric approach and “Guaranteed Flat Rate” pricing model.
Industry: Moving & Storage
Services Provided:
- Google Ads Management
- Conversion Rate Optimization (CRO)
- Strategic Consulting
Overview
We began working closely with SEKA Moving & Storage in 2020. At the time, they were a modest local operation with a fleet of just 4 trucks.
Before partnering with us, SEKA relied heavily on third-party “Pay Per Lead” platforms and organic traffic from Google My Business. While these channels provided a baseline, they lacked scalability. The Pay Per Lead platforms forced them to compete with 5+ other movers for the same lead, often resulting in a “race to the bottom” on price.
SEKA approached us with the ambition to transition from a small local mover into a dominant force in the NYC market. In 2020, we took full control of the Google Ads spend, working directly with their sales and operations managers to align marketing with fleet capacity.
Fast forward to 2023, and SEKA has grown from 4 trucks to a massive fleet of 32 trucks.
Goals
Scaling a moving company in New York isn’t just about getting more leads; it’s about getting the right leads that actually convert into booked jobs.
We sat down with Sales and Operations Managers to define clear objectives:
- Scale Under Control: The goal wasn’t just “more volume.” We needed to increase lead flow in perfect sync with truck availability so no lead was wasted.
- Maintain Profitability: We needed to aggressively scale the budget without letting the Cost Per Acquisition (CPA) skyrocket.
- Own The Lead: Move away from shared leads on aggregator sites and generate exclusive enquiries directly for SEKA.
Challenges
- The Most Competitive Market in the World, NYC is arguably the toughest market for moving companies. SEKA was going up against established giants with massive budgets, such as Flat Rate, Roadway, and Dumbo Moving. These competitors had high brand recognition and deep pockets.
- The “Zip Code” Problem In NYC, not all leads are created equal. A lead from one zip code might be a high-value full-home move, while a lead from three blocks away might be below heir minimum level of engagement (MLE).
- Balancing Volume vs. Capacity. If we sent too many leads, the sales team couldn’t call them fast enough. If we sent too few, the crews would be sitting idle. The campaign required constant monitoring.
Strategy
- Hyper-Local Granularity. Instead of targeting “New York City” as a whole, we broke the campaigns down by borough. We ran separate search campaigns for Manhattan, Brooklyn, Queens, etc. This allowed us to control the budget based on performance in each specific area.
- Ruthless Data Exclusion. We didn’t just look at clicks; we looked at closed jobs. By analyzing the data, we identified specific zip codes that drained the budget but resulted in low-value jobs or difficult logistics. We systematically excluded these zip codes to focus the budget entirely on high-converting neighborhoods.
- The “Guaranteed Flat Rate” Offer. To combat the skepticism customers feel toward hourly movers (who often delay to increase the price), we centered the ad copy around SEKA’s “Guaranteed Flat Rate Pricing Based On Inventory”. This value proposition cut through the noise and immediately built trust.
- Ops-Marketing Feedback Loop. This was not a “set it and forget it” campaign. We established a direct line of communication with the sales and operations managers. If the trucks were fully booked for the upcoming weeks, we slightly pulled back. If they purchased new trucks, we uncapped the budget.
Results
By shifting the focus from “buying leads” to “building a machine,” we helped SEKA achieve massive growth over a 3-year period.
Comparing Live Campaign Performance (2020 vs. 2023)
- Ad Spend: Increased by 439% (profitably scaled)
- Click Volume: Increased by 316%
- Conversions: Increased by 234%
- Cost Per Conversion: Maintained at a profitable $54.82
Business Impact
- Annual Revenue: Grew to $4.5 Million
- Fleet Growth: Expanded from 4 trucks to 32 trucks
By maintaining a steady Cost Per Conversion while quadrupling the spend, we proved that you can scale aggressively in a competitive market without sacrificing profitability.