Hi there,
Thanks for reaching out about your campaigns for the senior relocation service. It sounds like you've put in some good initial effort, and it's definitely frustrating when you don't see the results you expect, especially with a service like this.
It's a bit of a tricky niche, combining local services with a really sensitive, high-trust decision point. You're not just selling a simple move; you're helping families navigate a significant life change for their aging parents. This means the decision-making process is likely longer and involves more emotional consideration than a standard move.
Let's look at what you've tried. You ran Facebook Lead Ads and a Google Search campaign. You spent around $248 in total, which tbh, isn't a huge amount yet, especially for a service with a potentially high lead value, but it should give you some initial clues.
We'll need to look at traffic quality and your website...
The Google Search campaign sounds promising in principle because people are actively searching for this type of service. You're getting clicks (59 of them), but only one phone call and zero form fills. This usually points to the issue being something that happens *after* someone clicks the ad and lands on your website.
You mentioned using Hotjar and seeing people read, scroll, and spend time on the landing page before bouncing. That's good information! It means your ads are likely attracting relevant traffic (people interested enough to look around), and the initial page content isn't immediately scaring them off. However, they aren't taking the desired action.
For a service like senior relocation, trust is paramount. People need to feel extremely comfortable and confident in your company before they hand over contact details or pick up the phone (though you did get one call, which is a start!). Your landing page needs to build that trust incredibly fast and address potential anxieties.
Just thinking about it, maybe the specific call to action (filling out a detailed form) is too much commitment for someone who is still in the research phase or feeling overwhelmed? For a complex or emotionally charged decision, people might not be ready for a full consultation form right away. They might prefer something less committal.
I'd say you need to give it more time...
The Facebook Lead Ad results (or lack thereof) aren't entirely surprising. While Facebook *can* work, targeting people who are *actively* searching on Google is usually much more efficient for service businesses because the intent is higher. Facebook targeting for specific, urgent service needs can be hit or miss. Plus, Lead Ads, while easy for the user, often result in lower quality leads because it's just a couple of clicks to submit details. Someone willing to fill out a detailed form on a landing page after reading about your service is usually more qualified.
Your friend getting a couple of general leads with less effort on Facebook could just be luck, or they perhaps stumbled upon an audience that was lower quality but happened to have some general moving interest. It doesn't necessarily mean your approach is fundamentally wrong for senior relocation specifically.
The budget spent so far is quite small in the grand scheme of things. $177 on Google and $71 on Facebook over a week or ten days gives you some initial data points, but not enough to say for sure if you're "bad" at ads. It's more likely that the campaigns, particularly the landing page experience for the high-intent Google traffic, need refinement based on this early data.
Here's a quick overview of recommended actions:
| Area | Action / Consideration |
|---|---|
| Google Campaign | Review search terms report carefully. Are you showing up for the *right* searches? Refine keywords. |
| Landing Page (for Google) | Focus intensely on trust signals: testimonials, reviews, clear explanation of process, photos of your team (if appropriate), affiliations/licences. Ensure the copy speaks directly to the specific anxieties/needs of senior relocation. |
| Landing Page Offer | Test a less-committal offer than a detailed form fill. Maybe a downloadable guide ("Checklist for Relocating an Aging Parent") in exchange for an email address? This captures leads earlier in their journey. |
| Facebook Campaign | If continuing, refine targeting to be as specific as possible. Test different creative angles focusing on empathy and solving specific problems related to senior moves. Be prepared for potentially lower lead quality than Google Search. Consider if your audience is *really* spending time on FB/IG searching for this solution. |
| Tracking | Double-check all tracking is working perfectly - form submissions, button clicks, phone calls. Make sure you're capturing everything. |
Implementing these changes, especially improving the landing page experience and potentially testing a different offer, will require more testing and budget. It's common in service businesses, particularly for high-consideration services, for the cost per lead to be higher than for simpler products or services. For context, we're running a campaign for an HVAC company currently, and they are seeing costs around $60/lead in a competitive area. Your costs might vary depending on your specific market and competition, but it gives you an idea that conversions won't be pennies.
This is where having expert help can make a real difference...
Navigating paid ads, especially in a niche like this, can be complex. It requires not just setting up campaigns but deeply understanding the target audience, split testing creatives and landing pages constantly, analysing data, and making strategic adjustments. It sounds like you've done the basic setup, but optimising from here requires deeper expertise to unlock profitability.
Sometimes, getting an outside perspective from someone who has experience with service businesses and understanding conversion funnels can help identify the sticking points quickly and implement the right tests to get you results faster.
If you'd like to discuss this more and get a specific plan for your business, I'd be happy to hop on a free consultation call. We can dive deeper into your campaigns and website to see exactly what's needed.
Regards,
Team @ Lukas Holschuh
