How Much Should a Moving Company Spend on Facebook Ads? (2026 Budget Tables)
Most small moving companies should start Facebook and Instagram ads at $600 to $1,500 a month in ad budget. At the 2026 benchmark cost per lead of about $43 for home services, that buys roughly 13 to 34 leads a month. The right number for you depends on how many moves you can handle and what a booked move is worth to your business.
The benchmark we use
There is no public benchmark for moving companies alone, so we use the closest category: Home and Home Improvement. In 2026, Facebook lead campaigns in that category averaged a cost per lead of $42.95, a cost per click of $2.18, a click-through rate of 2.14% and a conversion rate of 5.32% (LocaliQ and WordStream, 2026). The all-industry average cost per lead was $27.39. These figures come from US campaigns. Costs in Australia and in your own city will differ, so treat them as a starting point and replace them with your own numbers after a few weeks.
Table 1: Leads per month by budget
| Monthly ad budget | About per day | Leads at $25 each | Leads at $43 each (benchmark) | Leads at $60 each |
|---|---|---|---|---|
| $300 | $10 | 12 | 6 | 5 |
| $600 | $20 | 24 | 13 | 10 |
| $1,000 | $33 | 40 | 23 | 16 |
| $1,500 | $49 | 60 | 34 | 25 |
| $3,000 | $99 | 120 | 69 | 50 |
Leads are rounded down. $25 is a strong result, $43 is the 2026 benchmark and $60 is a tough market or a weak ad.
Table 2: From leads to booked moves
Your team, not the ad, turns a lead into a booked move. This table shows what the leads above could mean if your team books one in five leads (20%) or three in ten (30%). Use your own booking rate if you know it.
| Monthly ad budget | Leads | Booked moves at 20% | Booked moves at 30% |
|---|---|---|---|
| $600 | 13 | about 3 | about 4 |
| $1,000 | 23 | about 5 | about 7 |
| $1,500 | 34 | about 7 | about 10 |
| $3,000 | 69 | about 14 | about 21 |
What does one booked move cost you in ads?
Divide your cost per lead by your booking rate. At a $43 cost per lead, booking one in five leads means about $215 in ad spend per booked move, and booking three in ten means about $143. If your average move is worth well above that, the ads can pay for themselves. If it isn't, fix the offer or the follow-up before you raise the budget.
How to pick your starting budget
- Start from capacity. If your crews can take 10 more moves a month and you book about 20% of leads, you need about 50 leads, which is about $2,150 a month at the benchmark.
- Start small if cash is tight. $600 a month is enough to test two or three ads and learn your real cost per lead.
- Keep the setup simple. Meta's system learns faster with fewer ad sets. An ad set leaves the "learning phase" after about 50 results in 7 days, which few small movers reach, so one campaign with one ad set and three ads is usually enough.
- Give it four weeks before you judge it. Week one is noisy.
- Then replace our benchmark with your own cost per lead, and redo the tables above with your numbers.
What changes the cost per lead
- The offer. In our Australian and US ad studies, about four in ten moving ads had no offer at all. A clear offer usually lowers cost per lead.
- The first line. Specific hooks that name a city or a price give the right people a reason to stop. See our 30 ad hook templates.
- The season. Moving demand peaks in summer and at the end of the month, so costs can rise when competitors spend more.
- Lead form or website. Instant forms often bring cheaper leads but lower quality; a website quote form brings fewer, more serious enquiries.
Frequently asked questions
How much should a small moving company spend on Facebook ads?
Most should start with $600 to $1,500 a month in ad budget. At the 2026 home services benchmark of about $43 per lead, that is roughly 13 to 34 leads a month.
What is a good cost per lead for a moving company on Facebook?
There is no public moving-only benchmark. The closest category, Home and Home Improvement, averaged $42.95 per lead in 2026, so under $40 is a solid result and under $25 is strong.
Is Click Orchard's fee included in the ad budget?
No. The ad budget is paid directly to Meta. Click Orchard's monthly fee is separate and listed on our pricing page.
Does Click Orchard follow up the leads?
No. Click Orchard creates and runs your Meta ads and delivers the leads. Following up and booking the move is done by your team.
Not sure what budget fits your business? Book a Free Soil Test and we'll look at your numbers with you.