Getting paid for the moves worth doing instead of every move going.
- ~$60k
- 3 days
- Profit share
How this was measured
Booked revenue attributed to the paid search account across a three-day window, out of their dispatch system and matched against ad platform spend for the same three days. Attributable means the job carries a click ID or a channel-tagged call back to the campaign — organic, repeat and referral work is excluded, as is storage revenue, which we did not touch. Long-haul jobs book at high ticket, so a small number of them move this figure a long way.
Situation
Mantis was busy and barely profitable, and the reason was not the crews. The lead flow was fine; the mix was not. Saturdays went on one-bedroom local moves that grossed a few hundred dollars and tied up a truck for most of a day, while the long-haul and commercial jobs that actually carry margin went to whoever bid faster.
What they did not have was a paid channel worth the name. No search account to speak of, nothing bidding on the work they wanted, and no way to put a thumb on the scale of which enquiries came in.
Strategy
The first thing built was not the campaign, it was the data layer. Every enquiry, quote request and call tap on the site now fires a structured event carrying what the job actually is — distance, size, local or long-haul — so the ad platforms stopped seeing "a lead" and started seeing which leads were worth money. That intent signal is what the optimisation runs on: fed back into the campaigns, the bidding learns to chase the jobs that return, and return on ad spend climbs because the spend is being pointed better rather than pushed harder. Our fee comes out of that increase.
Identity resolution did the rest. Matching enquiries to people across devices and sessions meant retargeting could keep working on someone still pricing a long-haul move without paying to chase anyone already booked, which is where most retargeting budget quietly goes.
One campaign, built properly. Spend went onto long-haul and commercial intent rather than the neighbourhood terms every mover in the county is already bidding on, negatives stripped out the small local jobs that were the problem in the first place, and quoting was rebuilt to return a long-haul number in about an hour instead of the next day — because on that kind of job, the fast quote wins it.
Results
Three days. About $2,000 of attributable ad spend returned roughly $60,000 in booked revenue — and the campaign was tuned the whole way toward the moves worth doing rather than the most of them, because volume was never the problem.
No rebuild, no rebrand, no new operational system. The business already worked. It needed one paid channel that worked as well as the crews did.
Tell us what you're trying to grow.
We'll look at your numbers and tell you honestly whether a performance deal makes sense. If it doesn't, we'll say so.