R&J Removals is a well-established removals company in Bristol. Like many successful removals businesses, R&J had a strong local reputation.  However, they wanted more new customers to find them – and their digital activity was no longer working as hard as it could.

R&J had been running Google Ads for some time, but the approach had not evolved in line with the changing market. They wanted clearer results, better performance, and more confidence that their marketing spend was genuinely supporting growth. 

To address this, R&J partnered with YBA, a BAR and SSA affiliate member and Google Premier Partner agency specialising in the removals and self-storage sectors. YBA has developed proven strategies that consistently deliver strong results in these sectors. 

The challenge 
Before working with YBA, R&J Removals were spending between £800 and £1,000 per month on Google Ads. While enquiries were coming in, there was little clarity around where those leads were coming from, how much each enquiry was costing, or which parts of the advertising were working best. 

Like many other removals businesses, their campaign tracking was limited, meaning phone calls and website enquiries could not be properly linked back to advertising activity. This made it difficult to answer simple but important business questions. Which searches were producing enquiries? Which adverts were worth the spend? And where was money being wasted? 

In a competitive removals market, this lack of visibility made it hard to plan ahead or confidently scale activity. 

The solution 
YBA’s role was to simplify and modernise R&J’s Google Ads activity so it worked as a reliable and repeatable source of enquiries rather than a background cost. 

The first step was to rebuild the Google Ads account with proven strategies that work. Campaigns were made more focused, with clearer structure and messaging aligned to how people search online and how to attract them to call.   

Proper tracking was introduced so that every phone call and enquiry form submission could be measured. This gave R&J complete visibility over how many enquiries were being generated and what they were costing. 

A dedicated landing page was also created for the campaign to make it easier for potential customers to get in touch once they clicked an advert. Rather than simply sending traffic to the website, this page was designed specifically to encourage enquiries. 

Monthly planning and review calls became part of the process, allowing performance to be discussed in plain English and adjustments made based on real results, not guesswork. 

Importantly, all of this was achieved without increasing the advertising budget. The same £1,000 per month was simply used more effectively. 

The results 
The improvements delivered clear and measurable outcomes. 

Monthly enquiries increased 83%, rising to an average of 35 leads per month. At the same time, the cost per enquiry reduced by 86%, dropping to around £30. Click through rates also improved by 50%, showing that the adverts were more relevant to people searching for removals services. 

For R&J Removals, this meant a more consistent flow of enquiries and far greater confidence in their marketing activity. Google Ads moved from being an uncertain cost to a predictable tool supporting business growth. 

According to R&J Removals' Directors Rob Clay and Matt Williams, “YBA has completely transformed our advertising. We now know exactly what drives our enquiries and our spend delivers far more than before. The increase in leads and the improvement in quality have been fantastic for the business.” 

Having clear data has also made it easier for the business to plan ahead, manage workload, and understand how marketing investment supports wider commercial decisions. 

Introducing Local Services Ads 
Following the success of the improved Google Ads performance, R&J Removals are now expanding their activity by introducing Google Local Services Ads. 

Local Services Ads appear at the very top of Google search results and are designed to capture enquiries from people actively looking to book a removals company. They include added trust signals and are particularly effective for service businesses competing locally. 

This step allows R&J to build on the strong foundations already in place, increasing visibility while maintaining control over costs and lead quality. 

Why it worked 
The success of the strategy came from making advertising simpler, clearer, and more accountable. 

Rather than spending more money, the focus was on understanding what was already happening and improving it. By aligning adverts with real customer searches, tracking every enquiry, and regularly reviewing performance, R&J were able to get far more value from the same budget. 

Crucially, the approach was designed around business outcomes rather than marketing jargon. The focus stayed on enquiries, costs, and confidence, not clicks for the sake of it. 

Lessons for the removals industry 
R&J’s experience highlights a common situation across the removals sector. Many long-established companies have strong reputations but marketing activity that has not kept pace with how customers now find and choose suppliers. 

Modern Google Ads, when set up correctly and properly tracked, can deliver a steady flow of enquiries and clear insight into performance. When combined with formats like Local Services Ads, removals companies can strengthen visibility at the point where customers are ready to book. 

Conclusion 
For R&J Removals, working with YBA has turned Google Ads into a reliable part of their growth strategy. With more enquiries, lower costs, and clear visibility over results, the business is now better placed to plan for the future and continue growing with confidence. 

Their story shows that established removals companies can thrive online when experience and reputation are supported by a clear, practical digital strategy built around real business outcomes. 

Photo: R&J Removals' Directors Matt Williams and Rob Clay (inset).