Published 2026 prices run from $15 for a local lead shared with 4 movers to $100 for an interstate live call transfer. Neither end tells you much on its own. The number that decides whether the spend worked is cost per booked move, and on your own account, the ratio of deposits collected to ad spend.
The most specific public price sheet comes from Network Leads, which sells verified pay-per-lead moving leads with prepaid billing and no contract.
$15 for a local move, $20 for an interstate move.
$28 local, $38 interstate.
$45 local, $85 interstate.
$60 local, $100 interstate. The customer is on the line when the call connects.
99 Calls publishes a different model: exclusive leads from its own organic sites at a flat $24.99, and exclusive Google Ads leads at $49 to $158. The Google Ads figure is the 10th to 90th percentile of what its clients paid, measured monthly over the last 12 full months. MovingLeads.com sells direct-mail listing data at $0.35 per lead. That is a different product: an address about to move, not a request for a quote.
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Request a Discovery Call →Cost per booked move is the lead price divided by the share of those leads that book. It is the only fair way to compare a $15 lead with an $85 one.
A real example. The nationwide 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. At that close rate, a booked move cost $1,800 from forms and $2,600 from calls.
$300 per booked move at a 5 percent book rate.
$400 per booked move at 5 percent.
$900 per booked move at 5 percent. At 15 percent it matches the shared lead at $300.
$1,700 per booked move at 5 percent. At 21.25 percent it matches the shared lead at $400.
The 5 percent rate is from the case study. The other rates are break-even illustrations. Your own book rates, tracked by source, decide the answer.
The price on the sheet is what you pay to receive a lead. It is not what you pay to work one. Every lead needs an intake call, a quote and follow-up, and the leads that never answer cost the same staff time as the ones that book.
Shared leads add a second cost: speed. When 4 movers get the same request, the first call usually sets the price, so a shared-lead program needs intake staffed to answer in minutes, all day. That payroll belongs in the cost per booked move. So do bad-contact credits you never claimed, and deposits refunded on moves that cancel. Put all of it in the numerator before you compare sources.
On an owned account, cancellations are handled in the signal. A cancelled move gets its conversion retracted, so the bid strategy stops paying for the kind of search that produced it.
"Lead-to-book rate is irrelevant when you bid on a revenue-to-cost ratio," says Juan Colicchio, founder of LGG Media.
On a bought lead, you pay per lead and you carry the book-rate risk. On your own Google Ads account, with deposit value flowing back, you set the ratio and the bid strategy carries the risk. The target is 2:1: two dollars of deposit collected for every dollar of ad spend.
In Google Ads terms, that is Target ROAS at 200 percent with the deposit as the conversion value. Google sets bids to try to keep conversion value per cost equal to the target, so a search that books poorly gets a lower bid instead of a higher cost per booked move. LGG Media integrates directly with the merchant processor the mover uses 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.
The target changes by business model. Carriers and brokers can both buy leads, and a carrier needs a higher return target than a brokerage. The ROAS target calculator works out the number for your margins.
Moving demand swings hard between summer and winter. Juan's rule: keep the budget flat year-round and let demand come organically. The conversion rate and the target bid decide how much actually spends, not seasonal budget changes.
Google's documentation describes the mechanism. A Target ROAS set too high limits traffic, and lowering the target lets the bid strategy enter more auctions. When peak-season searches produce deposits at the target, spend rises to meet them. When fewer searches meet the target, spend falls without anyone touching the budget.
One caution from the same documentation. Google recommends that you be comfortable spending up to 2 times your average daily budget on a single day, and it will not charge more in a month than the average daily budget times 30.4. Set the flat budget at a level you can live with on the busiest day.
At low marketing spend, bought leads usually cost less per booked move, because the account lacks the conversions to train value bidding. Google requires at least 15 conversions in the past 30 days for Target ROAS on Search. Buy, track cost per booked move by source, and keep the credit policy in writing.
At higher spend, the owned account wins on cost, because the ratio holds as volume grows. The moving lead providers comparison lists who sells what, and the exclusive moving leads guide covers what the premium tier buys. For the full build, see our moving leads page.
MoverMatcher (movermatcher.com), a lead provider owned by LGG Media, is not in the price list above because it does not publish prices.
Published 2026 prices: Network Leads charges $15 local and $20 interstate for a lead shared with up to 4 movers, $28 and $38 shared with 2, $45 and $85 exclusive, and $60 and $100 for a live call transfer. 99 Calls charges $24.99 for exclusive organic leads and reports $49 to $158 for exclusive Google Ads leads.
Published ladders price interstate leads higher at every tier. At Network Leads, an exclusive interstate lead costs $85 against $45 for a local one. Long-distance jobs carry larger tickets, so buyers compete harder for each request.
The lead cost divided by the share of leads that book. A $90 form lead that books at 5 percent costs $1,800 per booked move. It is the only fair way to compare lead sources at different prices.
It depends on the deposit and the job margin, which is why LGG Media sets a ratio instead of a price. The target is 2:1 deposit collected to ad spend, and a carrier needs a higher return target than a brokerage.
Not in our accounts. Keep the budget flat year-round and let the conversion rate and the target bid decide how much spends. Google Ads can spend up to 2 times the average daily budget on a busy day, and will not charge more in a month than 30.4 times the daily average.
A $15 lead is worth it if it books often enough. At a 5 percent book rate it costs $300 per booked move. Track every lead source in your CRM, divide spend by booked moves, and compare.
Vendor pricing: Network Leads, Pricing for Moving Companies, 99 Calls, Moving Leads and MovingLeads.com, Services and Pricing, retrieved September 2026. Platform mechanics: Google Ads Help, About Target ROAS bidding, About offline conversion imports, About enhanced conversions for leads and How to adjust your conversions. Cost-per-booked-move figures are arithmetic on published prices; the $130 call price, $90 form price and 5 percent close rate 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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