Performance Marketing

How we filled a moving company's calendar in dead season — without raising ad spend

Fully booked January — first time in 10 years, with zero extra ad spend

Fully booked January — for the first time in 10 years
Zero increase in monthly ad spend
Account untouched by previous agency for months
Lead volume and conversion rate both up

Background

Behind the audit

Tutifuvar runs a moving service — the kind of business where most of the year’s leads come in late spring and summer, and January is industry-wide a dead month.

They had multiple killer offers, and one of the best execution in this market - so why did the lack conversions?

When they came to us, they were paying a marketing agency every month for an account no one was actually running. It hadn’t been touched in months. Results were drifting down quietly, and on the agency side nobody seemed to notice.

The problem

The account was a mess.

Untouched by the previous agency for months
Structural flaws across campaigns, ad groups, and keyword match types
Budget pacing chasing the wrong intent
Conversion tracking partially broken
No seasonality strategy — the same setup running in peak and dead season

Most underperforming ad accounts aren’t broken. They’re abandoned.

The insight

The account didn’t need more budget. It needed someone to actually run it.

Months of inattention had compounded into real structural problems — and structural problems don’t get solved by adding spend. They get solved by sitting down and doing the work.

The solution

What we changed

We rebuilt the paid ads operation from the ground up — strategy and execution.

Full account restructure (campaigns, ad groups, match types)
Conversion tracking rebuilt and verified end-to-end
Seasonality plan — what to run when, and what to pause
Search intent mapping — different copy for different stages
Negative keywords + audience exclusions to kill waste
Weekly bid and budget management instead of “set and forget”

Same budget. Same channels. Different operation.

Why it worked

Why the numbers moved

Spend stopped leaking on broad and irrelevant queries
High-intent searches got the bulk of the budget — exactly when buyers were actually shopping
Landing experience matched the search intent, so conversion rate climbed
Tracking finally told the truth, so we could optimize against real outcomes

Results

The results

A few months in, the dead season showed up — and it didn't matter.

January calendar fully booked

First time in 10 years of operation

Lead volume and conversion rate both up

Zero increase in monthly ad spend

Key takeaway

Most paid ads accounts don’t fail because of budget — they fail because nobody’s running them
Neglect compounds: months of inaction become structural decay
The same budget, actively managed, will outrun a bigger one on autopilot

Ready to see what your channels could actually return?

30 minutes. No deck. We map the leaks worth fixing first.

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