Orion Movers case study · Google Search Ads
How Orion Movers got 3.2× more enquiries from Google Ads at half the cost per click
More moving enquiries for every rupee spent
Orion Movers, one of India's fastest-growing packers and movers, was paying too much for every click across three metro cities. In 90 days we rebuilt their Google Search Ads so every rupee worked harder.
Hyderabad · Bengaluru · Chennai
Client
Orion Movers
Industry
Packers & Movers
Platform
Google Search Ads
Cities
Hyderabad · Bengaluru · Chennai
Timeframe
90 Days
The challenge
Every click cost ₹80. Every lead cost ₹1,600.
Orion Movers was competing for moving enquiries in three of India's most competitive metro markets. Expensive clicks meant fewer enquiries for every rupee spent.
The Challenge
- Paying ₹80 for every click across Hyderabad, Bengaluru and Chennai
- A ₹1,600 cost per lead that made scaling all three cities hard
- Only 3.6% of people who saw an ad clicked it
- A Quality Score of 6/10, so Google charged a premium for each click
What Success Looked Like
- A lower cost per click in every city
- More enquiries without raising the budget
- Ads and landing pages that match what each city searches for
- A setup Orion can scale city by city
The starting point
Four numbers that showed where the money was leaking
₹80
Average cost per click
Every visitor from search cost more than it needed to.
₹1,600
Cost per lead
Too high to grow across three metros at once.
3.6%
Click-through rate
Most people scrolled past the ads.
6/10
Quality Score
Google saw the ads as only partly relevant, and priced clicks higher.
Expensive clicks weren't a budget problem. They were a relevance problem.
What we did
4 Changes. 90 Days. 52% Cheaper Clicks.
We didn't raise the budget. We made the account smarter.One campaign per city, tuned every week
01StructureOne campaign per city
Separate campaigns for Hyderabad, Bengaluru and Chennai, each with its own budget and bids, so money went where results were strongest.
02KeywordsHigh-intent keywords only
Tight keyword groups around people ready to book a move, plus negative keywords to block searches that would never become an enquiry.
03RelevanceRelevant ads & landing pages
City-specific ad copy and matching landing pages. Google rewarded the relevance with a higher Quality Score and cheaper clicks.
04OptimiseWeekly bid optimisation
Every week we shifted bids, schedules and budgets towards what was producing leads. Small, steady changes added up over 90 days.
The result
More Enquiries for Less, in 90 Days
3.2× more enquiries on a lower monthly budget, at less than half the cost per click.
3.2×
More enquiries from Google Search Ads.
80%
Lower cost per lead, from ₹1,600 to ₹317.
52%
Lower cost per click, from ₹80 to ₹38.
Click-through rate
2.2×
3.6%
8%
Conversion rate
2.4×
5%
12%
Quality Score
+2 pts
6/10
8/10
Results over 90 days across 3 campaigns in 3 cities.
The impact
What Changed for Orion Movers
Every rupee goes further
A lead that used to cost ₹1,600 now costs ₹317, so the same spend brings in about five times as many enquiries.
More clicks, more enquiries
Ads are now 2.2× more likely to be clicked, and visitors are 2.4× more likely to send an enquiry.
Room to grow
With a lower cost per lead in all three metros, Orion can scale city by city without costs getting out of hand.
Takeaways
Lessons for Packers and Movers Running Google Ads
What worked for Orion works for moving companies of any size, in one city or ten.
Is your ad budget leaking too?
Take our free digital marketing health check and see exactly which of these lessons apply to you.
- 01
Split campaigns by city
Demand and competition vary between cities. One combined campaign hides what's working and what's wasting money.
- 02
Pay for intent, not traffic
Someone searching to book a move is worth far more than someone reading moving tips. Negative keywords matter as much as the ones you target.
- 03
Treat Quality Score as a cost lever
Matching ads and landing pages to the search lowers what Google charges per click.
- 04
Optimise every week
Bids and budgets set at launch go stale. Steady weekly changes based on lead data add up quickly.
- 05
It works at any budget
Cutting wasted clicks matters most when every rupee counts, so smaller movers benefit the most.
FAQ
Frequently Asked Questions
1. How did CGAlive lower Orion Movers' Google Ads cost per click?
We split the account into one campaign per city, focused on high-intent keywords with negative keywords to cut waste, wrote city-specific ads and landing pages that raised Quality Score from 6 to 8, and optimised bids every week. Average cost per click fell from ₹80 to ₹38.
2. How long did it take to see results?
The results in this case study were achieved within 90 days across three campaigns in Hyderabad, Bengaluru and Chennai.
3. Why does Quality Score affect cost per click?
Google rates how relevant your keywords, ads and landing pages are to each search. A higher Quality Score can lower what you pay per click and improve where your ad appears.
4. Can this approach work for a small moving company or a single city?
Yes. A city-focused structure, high-intent keywords and relevant landing pages work at any budget. For smaller businesses, cutting wasted clicks often makes the biggest difference.
5. Does CGAlive run Google Ads for other industries?
Yes. CGAlive has delivered 400+ projects for 350+ clients since 2006, across website design, SEO, branding and digital marketing.
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