🚛 How OttawaBestMovers.ca Lowered Cost-Per-Lead While Attracting Better Clients Through Facebook

In the summer of 2025, we partnered with OttawaBestMovers.ca, a reputable moving company based in Canada’s capital city. Their goal wasn’t just lead generation — it was high-quality, pre-qualified moving inquiries at a sustainable price. By leveraging our proven HYPE Ads methodology and a streamlined lead form designed for maximum clarity and conversion, we achieved impressive results: qualified leads for as low as 9.85 CAD.

But this wasn’t just about volume. It was about getting the right kind of leads: individuals or families ready to move, with a clear plan, budget, and timeline — not tire-kickers looking for rough estimates or vague pricing.

🎯 The Challenge: Getting Better Leads Without Overpaying

The Canadian moving market, especially in cities like Ottawa, is highly competitive. Many companies rely on platforms like Google Ads or Yelp Ads, where search intent is strong but lead quality is mixed. These platforms often attract price-driven users who are comparing 5+ movers at once and choosing the cheapest.

Our client wasn’t looking to compete in that race to the bottom. Instead, they wanted leads early in the planning cycle, people who would value their experience and trust the process — even if it wasn’t the cheapest option.

🧠 The Strategy: HYPE Ads + Lead Form With Smart Approach

We approached the campaign with two core principles:
🔹 Create emotionally compelling video ads that speak to common fears and frustrations of moving
🔹 Implement a multi-step lead form to pre-qualify and build trust before the sales conversation even begins

Let’s break down each component. 🧐

🎬 Video Ads That Speak to Real Concerns

The first step was launching high-converting video ads on both Facebook and Instagram. These ads focused on the actual moving process — not stock imagery, not vague “we’re great” messages, but real movers handling real furniture, wrapping plates, and carefully preparing items for relocation.

Our ads are intentionally designed to reflect the core concerns of people actively searching for moving services. We focus on what truly matters to them: working with responsible movers, making sure everything happens on time, guaranteeing that their belongings arrive 100% safe and undamaged, and delivering a process that feels stress-free and convenient. Rather than generic branding, we lead with clear, emotionally grounded messaging that speaks directly to those priorities — because that’s exactly what drives action.

By keeping the tone professional but human, and focusing on everyday moving fears and pain points, we drew in users who resonated with the message. These people weren’t just curious — they had intent.

📋 The 5-Step Lead Form That Filters for Quality

Clicking through on the ads brought users to an in-platform Facebook lead form, designed with a clean interface and structured progression. Each step had a purpose:

🔹 Headline with a promise:
“Get your quote for a hassle-free move.”
This opening message set the tone. It was friendly, casual, and made it clear that the process would be short and informative. Emojis and a conversational tone added warmth and approachability.

🔹 Move size selection:
Instead of asking vague questions, we offered concrete choices: “Studio apartment,” “Small 1 Bedroom,” “Large 2 Bedroom,” etc. This helped the sales team estimate effort and set realistic expectations.

🔹 Date input:
Users were asked when they planned to move — not just for scheduling, but to gauge urgency. Someone moving “next week” is very different from someone just browsing for the fall.

🔹 Postal code:
We asked for a future postal code to better map out logistics and potential costs. Even if users didn’t have the final address yet, this question prompted a level of commitment.

🔹 Contact information verification:
Before submission, users were prompted to double-check their phone number and email. This reduced junk leads and minimized the chance of sending incorrect info to the sales team.

Together, this structure created a low-friction but high-intent form. Users didn’t feel overwhelmed, but each question added context and value. By the time a submission came in, the sales team had enough detail to follow up with confidence.

⚙️ Automation and Sales Process Integration

Lead capture was just the first step. We plugged each lead directly into an automated CRM workflow that included:
🔹 Instant SMS and email confirmations
🔹 Internal notifications to the client’s team
🔹 A suggested follow-up script based on user selections

This tight integration meant zero lead delay, keeping response times fast — a critical factor in conversion rates.

💡 Why Facebook Beats Google for This Use Case

Many businesses default to Google or Yelp Ads for lead generation. These platforms have high search intent, but in moving services, this often comes at a cost: price-sensitive shoppers, late-stage comparisons, and increased competition. It’s a race to the lowest bid.

Facebook, on the other hand, allowed us to:
🔹 Reach users earlier, before they even starting gathering information
🔹 Control the narrative, showing why this mover is trustworthy and efficient
🔹 Pre-frame expectations, emphasizing experience over low cost

In short, Facebook gave us the space to market the value, not just the service.

📈 The Results: High Quality, Low CPL, and Happier Clients

By the end of June 2025, the numbers spoke for themselves:
🔹 Cost per Lead: as low as $9.85 CAD
🔹 Average Lead Conversion Rate (to booked move): up to 25%
🔹 Lead Quality: Pre-filtered, with complete information including move size, date, and location
🔹 Average Job Value: Significantly higher than those coming from Google Ads

More importantly, the type of customers changed. Instead of price-hoppers asking for 5 quotes, our client was talking to homeowners and renters looking for a stress-free experience, willing to pay for quality.

🏁 Why This Approach Works — And Keeps Working

For service-based businesses like moving companies, Facebook advertising for movers remain one of the most underutilized tools when deployed with the right strategy. It’s not just about reach — it’s about positioning, pre-qualification, and automation.

OttawaBestMovers case proved that you don’t need to spend a fortune on leads — you just need to be intentional about who you’re targeting and how you capture their interest.