Setting Up Google Ads Series, Section 5: Write Your Ads (for Moving Companies)

So far in this series, we’ve walked through setting up your Google Ads account, choosing the right campaign goals, setting your campaign settings, and creating keyword ad groups. Now comes the fun (and sometimes tricky) part: actually writing your ads.

For moving companies, your ad copy is often the first impression a customer will have of your business. If your ad isn’t clear, trustworthy, and compelling, they’ll scroll past you and call your competitor. But when written well, your ads can convince someone searching “movers near me” to click on you instead of the ten other options on the page.

Why Ad Copy Matters

Your ad is the bridge between your potential customer’s search and your landing page. Strong copy tells them:

• You understand what they need.
• You’re trustworthy and professional.
• You’re ready to help right now.

With the right structure, even a small moving company can compete with bigger names — because clarity and trust often win over sheer budget.

Structure of a Great Search Ad

Each search ad has three main parts:

1. Headlines (up to 3, max 30 characters each)
2. Descriptions (up to 2, max 90 characters each)
3. Extensions (extra info like phone numbers, links, and services)

Let’s break these down.

Headlines

Headlines are the most important part of your ad. They should grab attention while staying relevant to the keywords in your ad group.

Examples for a Wilmington moving company:

• “Trusted Wilmington Movers”
• “Get a Free Moving Quote”
• “Fast, Affordable Moving Service”

Tips:

• Include your main keyword (e.g., “movers near me”).
• Use action language (“Book Today,” “Get a Free Quote”).
• Test variations — Google rotates them and learns which perform best.

Descriptions

Descriptions give you space to expand on why someone should choose you.

Examples:

• “Licensed & insured movers. Reliable and affordable. Call now!”
• “Local & long-distance moving with no hidden fees. Free quotes available.”

Tips:

• Keep it simple and focused — you don’t have much room.
• Highlight your competitive advantage (family-owned, same-day service, 5-star reviews).
• End with a clear call-to-action (“Book today,” “Request a quote now”).

Extensions

Extensions are optional, but for movers, they’re game changers. They make your ad bigger, more clickable, and more informative.

Types to use:

• Call Extension: Add your phone number so people can click to call.
• Sitelink Extensions: Link to “Get a Quote,” “About Us,” “Reviews.”
• Callout Extensions: Short benefits like “No Hidden Fees,” “Family-Owned,” “Same Day Service.”
• Structured Snippets: Services like “Local, Long Distance, Packing, Storage.”

These add-ons help you stand out and give potential customers multiple reasons to click your ad instead of someone else’s.

Common Mistakes to Avoid

• Being too generic: “Best movers around” doesn’t mean anything. Be specific.
• Forgetting the keyword: If someone searched “apartment movers,” your ad should say “apartment movers.”
• No CTA: People need to be told what to do — “Call today,” “Book online,” “Get a free quote.”

Final Thought

Writing ads isn’t about being flashy — it’s about being clear, relevant, and persuasive. Test multiple headlines, descriptions, and extensions, and let Google show you what works best.

When your ads speak directly to what customers are searching for, you’ll get more clicks, more calls, and more booked moves.

And if writing ads feels like more trial-and-error than you have time for, Triple L Marketing can handle the heavy lifting — so you can stay focused on running your moving crews while we bring in the leads. Let’s talk.