In last week’s post, we kicked off this series by walking through how to choose the right campaign goals for your Google Ads account. Today, we’re moving into Section 2 of our step-by-step guide: Campaign Settings. This is where your ads start taking shape — deciding where they’ll show, who will see them, and how much you’ll spend. If you get this part wrong, you could waste money fast. But if you get it right, you’ll give your moving company the best chance at bringing in quality leads.
Name Your Campaign
This might feel small, but keeping things organized will save you headaches later.
Use a clear name that describes the purpose of the campaign. Example:
- “Wilmington Movers – Search”
This way, when you scale to multiple campaigns (like Long Distance Movers or Packing Services), you’ll know exactly which is which.
Networks
Google loves to push the Display Network by default, but for movers, it’s usually a money pit. Display ads are those banner-style ads that follow people around the web, and they don’t have strong intent like searchers do.
👉 Uncheck Display Network and stick to Search Ads for now. This keeps your budget focused on people actively searching for movers.
Location Targeting
This is one of the most important settings for a moving company.
- Choose your city, zip codes, or even a radius around your office.
- If you’re based in Wilmington but only want jobs within 50 miles, set that radius.
- Avoid targeting “United States” unless you actually handle long-distance moves everywhere.
💡 Pro Tip: Use “Presence” targeting so your ads only show to people in your area, not people just Googling from far away.
Language
For most moving companies in the U.S., English is the default. If your area has a large Spanish-speaking population, consider running a separate Spanish-language campaign.
Budget
How much should you spend?
- Start small but realistic. $20/day = about $600/month.
- This is usually enough to test ads, collect data, and begin getting steady leads.
- Later, you can scale up as you see results.
Bidding Strategy
Google will ask how you want to bid. Here’s the breakdown:
- If you have conversion tracking set up: choose Maximize Conversions. This tells Google to focus on getting you leads.
- If you don’t have conversion tracking yet: choose Maximize Clicks. It’s not as precise, but it gets you traffic while you get tracking in place.
As you gain data, you can test more advanced options like Target CPA (Cost Per Acquisition) or manual bidding.
Why Campaign Settings Matter
Think of your campaign settings as the foundation of a house. If you pour it wrong, everything else — keywords, ads, landing pages — wobbles. Getting these basics locked in ensures your money is spent on the right audience, in the right place, at the right time.
✅ Next up in the series: we’ll cover conversion tracking (Step 4), which is the key to making sure your ads bring in real leads — not just empty clicks.
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