A shared moving lead goes to several movers at once. An exclusive lead goes to one. Published vendor ladders price the difference at 3 to 4.25 times. This page covers what the exclusive tier buys, what it cannot, and the version of exclusive that no vendor sells.
A shared lead is one quote request sold to more than one moving company. The first mover to reach the customer usually sets the price the others have to beat. An exclusive lead is sold to one company only.
Network Leads sells local shared leads at $15 when up to 4 movers get the request, and $28 when 2 do. Interstate shared leads cost $20 and $38. The customer hears from every buyer, often within minutes of the request.
Network Leads sells exclusive leads at $45 for local moves and $85 for interstate moves. 99 Calls sells exclusive leads from its own organic sites at a flat $24.99 and reports $49 to $158 for exclusive Google Ads leads. One mover gets each request.
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Request a Discovery Call →A price per lead means nothing without the book rate. The break-even question: how much better must an exclusive lead book to cost the same per booked move? Divide the exclusive price by the shared price.
At the roughly 5 percent close rate our case-study broker saw on shared leads, a booked move costs $400.
To match $400 per booked move it has to book at 21.25 percent, 4.25 times the shared rate.
At a 5 percent book rate, a booked move costs $300.
It needs a 15 percent book rate to match $300, 3 times the shared rate.
These are illustrations built on published prices and one real close rate. Your own book rates decide which tier wins. Track both tiers by source in your CRM for the same period before you commit budget.
It buys time. No other mover calls the customer first, so your intake team gets a clean first conversation instead of a race.
It cannot change where the lead came from. A vendor-exclusive lead is still generated by the vendor's ads, on the vendor's account, optimized on the vendor's signal. "Third-party lead providers can only optimize on signals that can be faked," says Juan Colicchio, founder of LGG Media: form fills, even with conditional logic, or inbound calls with a duration buffer. The vendor's machine learns what makes a form get filled. It never learns what makes a deposit get paid, because your deposit never reaches its account.
So an exclusive vendor lead fixes the competition problem and leaves the quality problem in place.
A lead from your own ad account is exclusive by construction. The customer clicked your ad and called your number. Nobody resells it, because nobody else holds it.
The signal solves the quality problem, not the exclusivity. LGG Media integrates directly with the merchant processor movers use to collect deposits, and with the mover's CRM so it knows when estimates are issued. Bidding uses deposit revenue when it is available and estimate-issued events when it is not, with a target ratio of ad spend to deposit collected. "Bidding on revenue removes the lead-quality problem," Juan says. "Volume scales and quality stays consistent." The conversion event is the quote, then the revenue from the deposit.
This is the order LGG Media works in for every vertical. Build the tracking architecture first. Run ads to build conversion data. Then upgrade bidding to events that cannot be faked, cash collected or projected lifetime value, so the channel can tell a high-ticket customer from a small one. For a mover, an interstate deposit and a two-bedroom local deposit enter Google Ads with different values, and Target ROAS bids on that difference.
Google documents each step. Offline conversion import, or enhanced conversions for leads through the Data Manager API for new setups since June 15, 2026, carries the deposit back to the click. Conversion adjustments retract a cancelled job or restate one that changed. Google gives an adjustment 7 days after the conversion is first recorded to influence automated bidding, and accepts adjustments for up to 54 days.
A nationwide moving broker came to LGG Media paying $130 per inbound call and $90 per form submission for shared moving leads that closed at roughly 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 and scaled from $20,000 to over $100,000 per day at a sustained 2.5x ROAS, with 93 percent attribution accuracy.
Google has published case studies naming LGG Media across moving and other lead-generation verticals. The full moving numbers are in the moving case study.
MoverMatcher (movermatcher.com) is an LGG Media property. Its partner page says it sells exclusive long-distance moving leads to DOT-licensed movers. In the terms of this page, that is a vendor tier: exclusive to the buyer, generated on an account the buyer does not own. We mention it so you read the comparison above knowing who wrote it.
At low marketing spend, buy. Start with shared leads only if your intake answers form inquiries in under two minutes, because speed is the one edge a shared lead rewards. Move to the exclusive tier when your tracked book rate on exclusive leads clears the break-even multiple above.
At higher spend, build. At that spend the account has the conversion volume to bid on deposits, and every dollar sent to a vendor trains a machine you do not own. The moving lead providers comparison covers who sells what, and the guide to moving lead costs shows the cost-per-booked-move math. The owned version is described in full on our moving leads page.
Quote requests sold to one moving company only. Vendors sell them as a premium tier: Network Leads lists exclusive leads at $45 for local moves and $85 for interstate moves. A lead from your own Google Ads account is also exclusive, because no one else holds it.
A shared lead goes to several movers at once, up to 4 at the lowest Network Leads tier, so the first mover to call usually wins. An exclusive lead goes to one mover. Published prices put exclusive at 3 times the shared rate for local moves and 4.25 times for interstate moves.
Only if they book enough better to cover the multiple. At published Network Leads prices, an exclusive interstate lead has to book at 4.25 times the rate of a lead shared with 4 movers to cost the same per booked move. Track both by source in your CRM before you decide.
They fix competition, not quality. The vendor still generates the lead on its own ad account and optimizes on form fills or call duration. Quality improves when bidding runs on revenue, meaning deposit value sent back to your own Google Ads account.
Run Google Ads on your own account, connect the merchant processor that collects your deposits and the CRM that records estimates, and send those events back as conversions. Bidding uses deposit revenue when it is available and estimate-issued events when it is not. LGG Media targets 2:1 deposit collected to ad spend, and a carrier needs a higher return target than a brokerage.
Vendor pricing: Network Leads, Pricing for Moving Companies and 99 Calls, Moving Leads, retrieved September 2026. Disclosure: MoverMatcher partner page. Platform mechanics: Google Ads Help, About offline conversion imports, About enhanced conversions for leads, How to adjust your conversions and About Target ROAS bidding. Break-even figures are arithmetic on published prices; the 5 percent close rate and all results come from the LGG Media moving case study. Operator statements are from Juan Colicchio, founder of LGG Media, September 2026, and are labeled as such.
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