Before24→After4
CLIENT REVENUE GENERATED$9,720,200+Independent consulting ยท Since 2008
SEO + PPC CASE STUDY
Generate more quote requests for interstate moves from Melbourne to Sydney, Brisbane, Adelaide and Perth, while improving Google Ads lead quality and reducing wasted paid-search spend.
RESULTS SNAPSHOT
Compare the project results below. Any estimates are identified separately.
CLIENT / BUSINESS CONTEXT
Generate more quote requests for interstate moves from Melbourne to Sydney, Brisbane, Adelaide and Perth, while improving Google Ads lead quality and reducing wasted paid-search spend.
Client / sector: Interstate Removals Company
Industry: Interstate removalists / moving services
Market: Victoria, Australia
Duration: 8 months
THE PROBLEM
These were the challenges that shaped the work.
THE DIAGNOSIS
My assessment was that broad PPC targeting and a lack of route-specific SEO pages meant the business was competing for interstate moving demand without clearly separating high-intent route searches from irrelevant or local intent.
These challenges set the priorities for the project.
The work needed strategic interpretation before implementation.
This is my assessment of why the work was needed, separate from the measured outcomes below.
THE STRATEGY
The strategy flow shows the sequence of decisions without turning the project into a generic checklist.
WHAT WE ACTUALLY DID
The work is categorized so it is easier to understand than a long activity dump.
Keyword research, route-specific pages, interstate/removal/backloading/packing/storage/furniture transport page improvements, titles, headings, internal links, FAQs and CTAs.
Mobile usability fixes, broken-link cleanup, duplicate metadata correction and crawl fixes.
Campaign restructuring by service and route, negative keyword management, ad-copy improvement and quote-focused landing pages.
Form, call and email tracking plus monthly search-term, bid and lead-quality review.
BEFORE -> WORK -> AFTER
The cards explain the transition. Verified screenshots can be added later in the evidence gallery.
The Problem
The Intervention
The Movement
RESULTS
Estimated values are labelled separately from measured results.
Top-10 keywords improved from 11 to 49.
Organic users increased from 1,140 to 3,980 per month, with 249% organic traffic growth and 318% more visits to interstate route pages.
Organic leads increased from 49 to 155 per month, and total tracked monthly enquiries increased from 123 to 287.
Google Ads leads increased from 74 to 132 per month while PPC CPL moved from AUD $65 to AUD $47.
Quote conversion rate moved from 2.7% to 4.1%.
RANKING TABLE
Compare the recorded rankings before and after the work.
| Keyword | Before | After |
|---|---|---|
| Interstate removalists Melbourne | 24 | 4 |
| Melbourne to Sydney removalists | 31 | 3 |
| Melbourne to Brisbane removalists | 38 | 5 |
| Melbourne to Adelaide removalists | 29 | 6 |
| Interstate movers Melbourne | 22 | 7 |
| Backloading Melbourne to Sydney | 41 | 8 |
WHAT CHANGED
Route-specific pages created dedicated search destinations for high-intent Melbourne-to-city queries, while PPC restructuring reduced irrelevant paid searches and made lead quality easier to review.
High-intent geographic routes were important enough to deserve dedicated search architecture rather than being treated as variants of one generic interstate removals page.
CLIENT FEEDBACK
“We started receiving more genuine interstate moving enquiries, especially for Melbourne to Sydney and Melbourne to Brisbane moves. The paid campaigns also became much more cost-effective.”
Client feedback
NEXT STEP
If you need to solve a similar search, visibility or tracking problem, start with the business context and the problem you are trying to fix.