Bluebird Moving Digital Ads Case Study
How Digital Ads Boasted Business For Bluebird Moving
Bluebird moving has been a client since their launch and Motifize has been their marketing partner for the entire time. The account started as a boilerplate home services campaign focused on mainly keyword searches to capture moving demand inside the Boise metro area.
As the campaigns matured, we incorporated more display and specifically YouTube assets. By leveraging the (new at the time) PMax style campaigns, we built audiences around remarketing and competitor websites. The incorporation of a long form video (30 seconds) helped to grow brand awareness of the company.
Using the top performing audiences gathered from Google Search, we targeted those same people on YouTube which helped not only lower the cost per conversion but also increase overall volume.
Reducing Cost Per Lead
Another important detail is their cost has been relatively stable, hovering around $8k/month.
The initial spike in cost was used to first launch the brand and capture enough data to make decisions. Then, as cost per lead was cemented, we stabilized the costs to where they are now. All the while slowly reducing cost per lead.
It’s a long term strategy which has helped make Bluebird Moving one of the top movers in Boise, even with larger national brands out spending us constantly.
Conversions are counted as lead gen forms and phone calls. With a cost of <$3.00 we are able to maintain excellent brand awareness.
*Many of the phone calls are not quality but the sheer volume maintains a healthy ROI. Google Ads inflates conversion numbers by counting every phone call, not just closed leads. But this style of counting fuels the algorithm and allows us faster learnings to optimize the campaigns.
Leveraging Cheaper Channels to Beat Competition
The graph shown above highlights our unique strategy and constantly places us in the top 3 brands on Google. All My Sons moving out spends us 2:1 and even still, our market share does not budge. Throughout the year, other companies will increase spend to boost their own impression share but Bluebird remains steady at around 33% of top of page impression rate. This is largely due to excellent brand awareness and the leveraging of cheaper channels, such as display and YouTube without entering a war of attrition on Google Search.
SEO Website and Blog Strategy
Bluebird has minimal internal pages, a home page for general moving services and one unique landing page for small load movers.
Our SEO strategy is low cost but consistent. Publishing 1 blog every week, we maintain freshness without overspending on SEO strategies. This strategy has helped increase organic rankings and the weekly social media posts of the blog gain trust of users looking for movers and seeing activity on social media.
With a basic but good looking website and a bare bones SEO strategy, we are able to offer a bootstrap budget that nets results the larger players are forced to pay for with expensive budgets. It comes down to consistency and patience, a constant media presence with an easy to read ROI keeps Bluebird Moving at the top of the Google Algorithm, regardless of updates and new tech rollouts.
Using YouTube Ads for Home Services.
In the same way local TV ads were leveraged, YouTube is now used for low cast brand awareness which results in bottom of the funnel conversions.
Bluebird Moving: The Impact of YouTube on Campaign Growth and Lead Generation
Over the reporting period, Bluebird Moving generated:
5.44 million impressions
271,000 TrueView video views
32,800 conversions
$2.59 cost per conversion
While search campaigns are often credited for capturing existing demand, the data suggests that YouTube played a significant role in creating demand and supporting overall conversion growth.
Building Awareness at Scale
The campaign delivered more than 271,000 video views, exposing the Bluebird Moving brand to a substantially larger audience than search alone could reach. In moving services, many potential customers are not actively searching months before a move. YouTube allowed Bluebird to remain visible during the consideration phase, well before a search was performed.
The relationship between video views and overall impressions is particularly important. The campaign generated over 5.4 million impressions, creating repeated brand exposure across the market. This increased familiarity likely improved click-through rates and conversion rates across other channels when users eventually searched for moving-related services.
Supporting Conversion Volume
The campaign generated 32,800 conversions, and the trend lines show that periods of stronger video engagement generally aligned with stronger conversion performance.
This is a common pattern in local service advertising:
YouTube introduces the brand.
Prospects become familiar with the company.
Users later search for the business or related moving terms.
Conversion rates improve because the brand is already recognized.
Without YouTube, search campaigns are forced to rely entirely on existing demand. With YouTube, Bluebird was actively creating future demand while simultaneously supporting search performance.
Improving Overall Campaign Health
One of the clearest indicators of campaign health is the ability to maintain or increase conversion volume while keeping acquisition costs under control.
Despite generating tens of thousands of conversions, Bluebird maintained a remarkably low $2.59 cost per conversion.
This suggests several positive outcomes from the video strategy:
Increased branded search activity
Higher audience familiarity and trust
Improved conversion efficiency across channels
Larger remarketing audiences
Reduced dependence on expensive bottom-funnel keywords
As video audiences grew, Google's machine learning systems gained access to larger pools of engaged users, improving optimization opportunities across Search, Display, and YouTube campaigns.
Why This Matters for Future Growth
The success of Bluebird Moving demonstrates that YouTube should not be viewed solely as an awareness channel. In this campaign, video served as a demand-generation engine that strengthened the entire marketing ecosystem.
The combination of:
271,000 video views
5.44 million impressions
32,800 conversions
$2.59 CPA
shows how upper-funnel video advertising can contribute directly to lower-funnel performance and long-term account growth.
Rather than treating YouTube as a standalone branding tactic, Bluebird used video to expand audience reach, increase brand recognition, improve conversion efficiency, and support sustained lead generation at scale.