LGG Media builds exclusive moving leads on Google Ads for operators spending $30,000 or more per month. No aggregators, no resold inquiries. Booked-job value flows back to the bidding algorithm, weighted by real margin, so budget moves toward the jobs that keep your trucks profitable, not the quotes that keep your phones busy.
Aggregators sell the same inquiry to several competing operators at once. The moving broker in our case study was paying $130 per inbound call and $90 per form submission for shared moving leads that closed at roughly 5 percent, and ROAS sat pinned at 1.5x no matter how much spend increased. That is not a bidding problem, it is a data-quality ceiling: when every competitor is calling the same prospect, more budget buys more of the same erosion. The way out is owned demand with a conversion signal built on booked jobs.
The difference is not lead quality, it is what the ad platform gets to learn from. A vendor reselling moving leads at $130 per shared call can only ever optimize on the shallowest signals. In-house infrastructure feeds the deep ones.
A form fill scored as marketing-qualified by the answers in it. An inbound call, or a call that crosses a duration threshold. That is the entire list. A vendor’s algorithm can chase more of those, but it optimizes across every operator it resells to, never on whether your trucks made money.
Sales-qualified leads. Booked contract value at deposit. Cash collected. Gross profit after fuel, labor, and deadhead miles. These signals only exist inside your CRM, and only in-house infrastructure can feed them back to the ad platforms, on your account, for your jobs only.
Our proprietary tracking architecture ties every call, quote, and booked job back to the originating click, then teaches the algorithm what a job is actually worth. Four rules make the signal trustworthy:
Estimated booking value passes when the contract is signed and the deposit lands, not when cash is collected after the unload. Waiting for collection adds 14 to 45 days of lag, and bidding algorithms learn best inside a loop of about seven days.
A job that completes normally locks its signal. Scope creep and upsells push a restatement upward. A cancellation or no-show before execution retracts the value to zero through the conversion adjustments API, which trains the algorithm off price-shoppers who drop before moving day. Reschedules keep their value: the intent and the revenue remain valid.
Local residential jobs at 50 to 60 percent gross margin pass at full base value. Long-distance jobs, at 25 to 35 percent margin after fuel, deadhead miles, subcontracted labor, and lodging, pass only 60 to 70 percent of gross contract value. Commercial jobs pass tiered pipeline value at COI signature.
The conversion fires on Deposit Collected or Scheduled, never on Quote Sent, which would train bidding on price-comparison hunters. Structured CRM dispositions, from Qualified Quote Sent to Out of Area to Price Too High, keep every outcome feeding the signal.
A $10,000 long-distance job won on a $200 lead reads as 50x ROAS on the platform dashboard. After deadhead miles, subcontracted labor, lodging, and multi-day delays, the net cash can trail four 6-hour local moves with zero travel. Unweighted top-line bidding quietly skews budget toward high-ticket, low-margin routes, which is exactly why our conversion values are weighted by net margin before the algorithm ever sees them. The dashboard flatters the long haul; the bank account prefers the truck that sleeps at home.
Exclusive moving leads only outperform purchased ones when the operation can catch them. Three prerequisites, in order: speed to lead under 120 seconds on form inquiries, because contact inside two minutes yields roughly 390 percent more connections than a 30-minute response; calls answered within zero to two rings by dedicated intake or direct dispatch routing, because a missed call on an exclusive channel is burnt capital, not a shared loss; and structured CRM dispositions so every quote, booking, and dead end feeds the bidding signal. Once those held, the operator in our case study replaced every third-party lead source in 90 days.
When demand outruns the trucks, targets tighten to filter out budget movers and keep every crew at full, profitable capacity. The constraint is capacity, not clicks.
Volume drops 30 to 40 percent, so the account widens radiuses, captures early planners, and leans into commercial office relocations on Q4 and Q1 budget cycles plus storage-line revenue.
Competitors and aggregators cut budgets after peak, media costs drop 20 to 35 percent, and an exclusive first-party channel captures the remaining intent at lower cost per click.
In our case study, off-season revenue at month 13 exceeded the prior peak season. That result generalizes when the three conditions above hold and messaging targets off-cycle demand: commercial shifts, lease turnarounds, warm-climate relocations.
A nationwide moving broker came to LGG Media spending $20,000 per day on shared moving leads closing at 5 percent, with ROAS stuck at 1.5x. On booking-value bidding over our tracking architecture, the account replaced every third-party lead source in 90 days, scaled past $100,000 in peak daily spend at a sustained 2.5x ROAS with 93 percent attribution accuracy, and posted off-season revenue at month 13 above the prior peak season. Google has published case studies naming LGG Media across health insurance, moving, and immigration lead generation. Owning exclusive channels makes results like these an operational math problem, not campaign guesswork.
No. Every lead is generated exclusively for your company through your own ad accounts, with your brand on every ad and landing page. Aggregator leads are sold to competing operators at the same time and close at roughly 5 percent. A prospect who called off your own ad has already chosen you.
Estimated booking value at job confirmation, meaning signed contract plus deposit, weighted by job-type margin. Waiting for cash collection on moving day would add 14 to 45 days of feedback lag, and bidding algorithms learn best inside a loop of about seven days. If a job cancels or no-shows before execution, the value is retracted to zero through the conversion adjustments API. If the scope grows, the value is restated upward. Reschedules are left alone because the intent and the revenue remain valid.
Because that trains bidding on price-comparison hunters. The conversion fires only on Deposit Collected or Scheduled, backed by structured CRM dispositions such as Qualified Quote Sent, Deposit Paid, Out of Area, and Price Too High, so the algorithm learns from booked revenue rather than quote volume.
Three things. Speed to lead under 120 seconds on form inquiries, because contact inside two minutes produces roughly 390 percent more connections than waiting half an hour. Calls answered within zero to two rings by dedicated intake or direct dispatch routing, because a missed call on an exclusive channel is burnt capital. And structured CRM dispositions so every outcome feeds the signal. The operator in our case study replaced all third-party lead sources in 90 days once these were in place.
From May to September the trucks are the constraint, so targets tighten to filter out budget movers and keep capacity fully booked at profitable rates. From October to April, when volume drops 30 to 40 percent, the account goes volume-aggressive: broader radiuses, early planners, commercial office relocations on Q4 and Q1 budget cycles, and storage-line revenue. Competitors cut budgets in November, media costs drop 20 to 35 percent, and an exclusive first-party channel captures the remaining intent at lower cost.
$30,000 per month in ad spend, month to month, no long-term contract. The moving company in our case study scaled from $20,000 to over $100,000 per day at a sustained 2.5x ROAS on this infrastructure.
Next Step
Send us the account. We will show you which jobs your budget actually favors, what margin-weighted bidding would change, and whether your intake is ready for exclusive volume. Month to month, no lock-in, minimum $30,000 per month in ad spend.
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