Off-Season Facebook Ads for Moving Companies: Keep Booking Through Winter
Moving demand in the US dips in winter, but it does not disappear. In 2024, one large US moving company recorded about 34% fewer moves in January than in its busiest months, and Google searches for movers in January 2026 were only about 21% below the July peak. The movers who keep a smaller, smarter ad budget running through winter keep booking jobs while others wait for spring.
How much does demand really drop?
| Measure | Busiest month | Slowest month | Drop |
|---|---|---|---|
| Moves at a large US moving company, 2024 | May and August, about 21,300 each | January, about 14,100 | about 34% |
| US Google searches for movers, 2026 | July, 443,513 | January, 349,504 | about 21% |
The same company recorded about 37% of its 2024 moves from May to August. That means almost two thirds of its moves happened outside the summer peak.
Sources: All My Sons Moving and Storage, 2024 data (published February 2025); Netpeak US using Ahrefs keyword data (published July 2026).
Why switching your ads off in winter costs you
- You still have people moving. Job transfers, leases ending, divorces, downsizing and new builds do not wait for summer.
- You lose the ads that were working. Starting again in spring means testing from scratch when every competitor is spending.
- You give up cheap attention. When fewer movers advertise, your ads compete with fewer moving ads for the same people.
What to change for the off-season
- Lower the budget, don't stop it. A smaller, steady budget keeps your best ads running.
- Change the offer. Winter customers are price-aware and often flexible on dates. Lead with winter rates, midweek discounts or flexible-date pricing. In our US study, one mover's winter rates ad had been running for over two years.
- Speak to who is still moving. Downsizers, people relocating for work, office moves and short-notice moves.
- Show you work in bad weather. A short video of your crew protecting floors and furniture on a wet day answers the biggest winter worry.
- Test new hooks cheaply. Winter is the best time to find the ads you will scale in spring.
A simple off-season calendar
| Month | Focus | Offer idea |
|---|---|---|
| November | End-of-year moves before the holidays | Book before [date] and lock in this year's rate |
| December | Short-notice and holiday-break moves | Midweek moves at winter rates |
| January | New-year relocations and job transfers | Flexible-date discount for January moves |
| February | Downsizing and lease endings | Free packing materials with any move booked this month |
| March | Early spring bookings | Book your spring move now at winter rates |
5 off-season ad templates
These are based on our 30 ad hook templates.
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Moving in [city] this winter? Our winter rates run until [date].
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Flexible on dates? Move midweek in [month] and save $[amount].
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Short-notice move in [city]? We have crews free this [week or month].
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Downsizing this winter? We move the furniture you keep and protect it from the weather.
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Book your spring move now and keep this winter's rate.
Common mistakes
- Switching ads off completely in November and restarting from zero in spring.
- Running summer ads in winter, with sunny photos and summer prices.
- Cutting the offer along with the budget. Winter customers need more reason to act, not less.
In Australia the seasons are reversed, so check your own booking history to find your quiet months.
Frequently asked questions
When is the moving off-season in the US?
Roughly September to April, with January usually the slowest month. One large US mover recorded about 34% fewer moves in January 2024 than in its busiest months.
Should moving companies stop Facebook ads in winter?
Usually not. Lower the budget and change the offer instead. Demand drops in winter but does not disappear, and keeping your best ads running makes spring easier.
What offers work for winter moves?
Winter rates, midweek or flexible-date discounts, and offers for short-notice moves. Make the offer specific and give it an end date.
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.
Want a winter ad plan for your moving company? Book a Free Soil Test.