Google Ads case study

How R&J Removals get over 35 removals enquiries per month with a smarter Google Ads strategy – and no extra costs.

R&J Removals is a well-established removals company in Bristol. Like many successful removals businesses, R&J had a strong local reputation. However, they wanted more new customers to find them – and their digital activity was no longer working as hard as it could.

R&J had been running Google Ads for some time, but the approach had not evolved in line with the changing market. They wanted clearer results, better performance, and more confidence that their marketing spend was genuinely supporting growth. To address this, R&J partnered with YBA, a BAR and SSA affiliate member and Google Premier Partner agency specialising in the removals and self-storage sectors.

The challenge

Before working with YBA, R&J Removals were spending between £800 and £1,000 per month on Google Ads. While enquiries were coming in, there was little clarity around where those leads were coming from, how much each enquiry was costing, or which parts of the advertising were working best. Campaign tracking was limited, meaning phone calls and website enquiries could not be properly linked back to advertising activity. In a competitive removals market, this lack of visibility made it hard to plan ahead or confidently scale activity.

The solution

YBA’s role was to simplify and modernise R&J’s Google Ads activity so it worked as a reliable and repeatable source of enquiries rather than a background cost. Campaigns were made more focused, with clearer structure and messaging aligned to how people search online. Proper tracking was introduced so that every phone call and enquiry form submission could be measured. A dedicated landing page was also created to make it easier for potential customers to get in touch once they clicked an advert. Monthly planning and review calls became part of the process, allowing performance to be discussed in plain English and adjustments made based on real results.

Importantly, all of this was achieved without increasing the advertising budget. The same £1,000 per month was simply used more effectively.

The results

The improvements delivered clear and measurable outcomes. Monthly enquiries increased 83%, rising to an average of 35 leads per month. At the same time, the cost per enquiry reduced by 86%, dropping to around £30. Click through rates also improved by 50%, showing that the adverts were more relevant to people searching for removals services.

According to R&J Removals’ Directors Rob Clay and Matt Williams, YBA has completely transformed their advertising. They now know exactly what drives their enquiries and their spend delivers far more than before. The increase in leads and the improvement in quality have been fantastic for the business.

Introducing Local Services Ads

Following the success of the improved Google Ads performance, R&J Removals are now expanding their activity by introducing Google Local Services Ads. Local Services Ads appear at the very top of Google search results and are designed to capture enquiries from people actively looking to book a removals company. They include added trust signals and are particularly effective for service businesses competing locally.

R&J’s experience highlights a common situation across the removals sector. Many long-established companies have strong reputations but marketing activity that has not kept pace with how customers now find and choose suppliers. Modern Google Ads, when set up correctly and properly tracked, can deliver a steady flow of enquiries and clear insight into performance.

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