Case Study: How ChoiceLocal Helped University Moving Achieve Growth Amidst Industry Decline

University Moving, a long-term partner of ChoiceLocal, sought to expand their marketing efforts to offset the seasonal downturn in the moving industry. Historically, the winter months had led to decreased leads and revenue, and the industry as a whole was experiencing an 11% year-over-year decline. To counteract this trend, University Moving decided to integrate Pay-Per-Click (PPC) advertising and Local Services Ads (LSA) alongside their ongoing SEO efforts.

The goal was to increase lead generation and revenue despite the broader industry slowdown. Specifically, University Moving wanted to:

Expand their service reach through PPC and LSA.
Improve SEO performance to maintain organic growth.
Maximize marketing efficiency by targeting high-conversion locations and keywords.

ChoiceLocal implemented a multi-faceted strategy to drive growth:

Optimized Paid Campaigns – Adjusted PPC and LSA campaigns to focus on priority markets with high lead potential.
SEO Enhancements – Developed micro-sites for multiple locations and shifted content focus to “logistics” and commercial moving keywords to capture new business segments.
Continuous Performance Monitoring – Made consistent PPC optimizations and refined keyword targeting to enhance both paid and organic search results.

The combined efforts led to outstanding results, exceeding industry benchmarks:

Overall Leads (Calls + Forms) Increased by 43% YoY, significantly outperforming the industry decline of -11%.
Estimated Revenue Increased by 43%, reaching $28,080 in Nov-Dec 2024 compared to $19,620 the previous year.
SEO-Specific Growth:
- Leads increased by 23% YoY, surpassing the industry average by 34%.
- 125 leads in Nov-Dec 2024 vs. 101 leads in Nov-Dec 2023.
PPC Success:
- Leads skyrocketed by 287% YoY, jumping from 8 to 31 leads.
- Cost per lead decreased by 40%, improving return on investment.

Conclusion

Through targeted paid advertising, refined SEO strategies, and continuous campaign optimizations, ChoiceLocal helped University Moving thrive despite industry challenges. This case study highlights the power of a strategic, data-driven approach to digital marketing, proving that even in a declining market, businesses can achieve growth with the right marketing partner.