Google Ads Audit Checklist for Moving Companies

Use this Google Ads audit checklist for a moving company in order: define move type and route, validate service-area intent, check quote pages, test calls and estimates, reconcile deposits and completed moves, and compare collected margin with crew and truck capacity. Keep addresses and inventory details in approved systems.

This is an educational checklist, not moving, insurance, legal, pricing, or automated adz.so advice. Consult Google Ads Help and applicable requirements.

1. Define scope and stages

[ ] Record dates, move types, origins, destinations, areas, crews, trucks, move dates, pages, phones, forms, dispatch stages, campaigns, budgets, and conversions.
[ ] State whether the question concerns local, interstate, commercial, specialty, packing, labor-only, storage, or another service.
[ ] Separate click, call, form, qualified request, inventory review, estimate, deposit, booking, dispatch, completion, invoice, payment, cancellation, claim, and referral.
[ ] Separate jobs, vendors, existing customers, wrong numbers, and spam.
[ ] Record currency, time zone, attribution window, consent assumptions, seasonality, fuel, and capacity changes.

2. Check route and move intent

[ ] Map campaigns to route, move type, service, page, quote route, phone owner, dispatch team, and booking path.
[ ] Review location targeting, exclusions, presence assumptions, radius or city settings, and geographic pairs in searches.
[ ] Classify local, long-distance, interstate, commercial, apartment, packing, labor, storage, specialty, quote, price, date, jobs, supplies, competitor, and irrelevant intent.
[ ] Confirm route, date, service, licensing, and capacity match advertised availability.

3. Validate pages and claims

[ ] Follow searches through ad, page, origin and destination form, phone, quote, and confirmation.
[ ] Check identity, service area, move types, inventory questions, estimates, deposits, cancellation, valuation or insurance, hours, and response expectations.
[ ] Flag guaranteed price, no-surprise, zero-risk, fastest, lowest-cost, and universal-availability claims.
[ ] Confirm discounts, packing, storage, and quote-expiration terms are current.

4. Test calls, forms, and estimates

[ ] Use an approved test identity; do not submit real addresses, access codes, inventory, or financial data to an uncontrolled system.
[ ] Test mobile and desktop routes during office, evening, weekend, and peak moving conditions.
[ ] Check number ownership, estimator routing, response time, voicemail, missed-call follow-up, disposition, recording notice, and source value.
[ ] Test form validation, consent, duplicate handling, origin and destination capture, inventory handoff, calendar, quote owner, and confirmation.
[ ] Distinguish inquiry, route-qualified request, estimate, deposit, booking, dispatch, completion, invoice, and payment.

5. Reconcile bookings and deliveries

[ ] Compare ad events with calls, quote requests, estimates, bookings, deposits, dispatches, completed moves, invoices, payments, cancellations, reschedules, claims, and referrals.
[ ] Break down by route, service, campaign, query, page, device, move month, crew, and cohort.
[ ] Check source IDs, call and form definitions, deduplication, route joins, dates, dispatch imports, and revenue lag.
[ ] Mark recent moves immature.
[ ] Do not send offline values into bidding before the join is proven.

6. Review route economics and capacity

[ ] Record spend, quote and booking rates, deposits, completed moves, collected revenue, crew labor, truck, fuel, travel, tolls, packing, storage, subcontractors, insurance, claims, refunds, discounts, and rework.
[ ] Keep estimate, booked value, invoice, and collected cash separate.
[ ] Compare demand with trucks, crews, route density, loading windows, move dates, and seasonal capacity.
[ ] Identify overfilled routes, low-margin labor work, and estimator time without deposits.
[ ] Mark missing inventory, travel, claims, costs, and job outcomes unknown.

7. Check privacy and consumer claims

[ ] Review forms, calls, analytics, customer lists, remarketing, dispatch imports, quote notifications, access, retention, and consent.
[ ] Keep addresses, access details, inventory, and personal information in approved systems.
[ ] Review license, valuation, insurance, price, cancellation, damage, storage, and delivery claims with the responsible owner.
[ ] Escalate moving, insurance, legal, consumer, and privacy questions.

8. Close findings and retest

For each failure, capture move type, route, campaign, query or page, device, evidence, impact, owner, priority, action, proof condition, retest result, and limitation. Prioritize broken calls or forms, wrong-route targeting, false availability, missing consent, unsupported claims, and booking-stage gaps.

After each repair, repeat the same journey and compare comparable cohorts. Annotate seasonality, fuel, weather, staffing, capacity, and pricing changes.

Moving-company handoff

End with what is proven, what must be corrected, what requires compliance review, what should be tested, and what remains unknown. For context, see how to audit Google Ads for moving companies, free Google Ads audit for moving companies, and best Google Ads audit tools.