How Removalists Can Fill Backloads With Facebook Ads
A backload is a trip your truck is already making, so every extra load on it is close to pure profit. Facebook and Instagram ads suit backloads well: you can show a specific route, a specific date and a clear price to people in one city. Yet in our study of 50 active Australian removalist ads, not one opened by mentioning backloading. Here is how to run backload ads, what to say, and the wording to avoid.
What is a backload?
A backload is when a removalist fills spare space on a truck that is already travelling a route, often on the return leg of an interstate job. The customer shares the truck and pays for the space their items take up, which is usually cheaper than booking a whole truck. The trade-off is a less exact delivery window, because the truck makes more than one stop.
Why backloads suit Facebook ads
- The offer is specific. A route, a departure date and a price give people an instant reason to act.
- The deadline is real. The truck leaves on a set day, so the ad can say so honestly.
- The audience is local. You only need to reach people in the city where the truck loads.
- The budget can be small. A backload ad only needs to run for the week or two before a trip.
How to set up a backload ad, step by step
- Pick one route and one date. For example, Sydney to Brisbane, leaving on a set Tuesday.
- Target the loading city. Set the location to the city and nearby suburbs where you will collect. Leave the audience broad and let the ad copy name the route, so the right people pick themselves.
- Lead with the route and the date in the first line.
- State a price or a price range. People choosing a backload are price-conscious, and a price filters out enquiries that will not book.
- Make it easy to enquire. In our study, Australian removalists sent 15 of 50 ads to Messenger, three times the rate of US movers, so Messenger works well here. A short instant form also works if it asks for pickup suburb, delivery suburb, a rough list of items and how flexible the dates are.
- Run it for 7 to 14 days before the truck leaves, then switch it off.
- Reply fast. Backload customers are comparing a few quotes at once, and the first clear reply often wins. Following up is your team's job, so have someone ready to answer.
Wording to avoid
Meta places ads about housing into a restricted category with limited targeting, and its system reads the words in your ad and on your landing page. Phrases about availability such as "spaces left", "space available" or "move-in ready" can look like a housing ad. Describe the service instead: "room on our truck for your furniture" or "we have a truck heading to Brisbane on the 14th".
5 backload ad templates
These follow the route, date and price pattern from our 30 ad hook templates.
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Moving [city A] to [city B]? Our truck leaves on [date]. Room for your furniture from $[price].
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Heading to [city B] this month? Share our truck on [date] and pay only for the room your items take.
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[City A] to [city B] on [date]. Small loads welcome. Message us your list for a price today.
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Interstate move on a budget? Our [city A] to [city B] backload leaves [date]. Ask for a quote.
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Don't pay for a whole truck. Our [city A] to [city B] run leaves [date], fully insured, from $[price].
Common mistakes
- Running one generic "interstate removals" ad all year instead of route and date ads.
- Leaving the ad running after the truck has left.
- No price or price range, which brings enquiries that never book.
- Using availability wording that can trigger Meta's housing rules.
Frequently asked questions
What is a backload in removals?
A backload is spare space on a removalist truck that is already travelling a route, often the return leg of an interstate move. Customers share the truck and pay for the space they use.
Can removalists advertise backloads on Facebook?
Yes. A short ad for one route and one departure date, shown to people in the loading city, is a cost-effective way to fill spare truck space.
How long should a backload ad run?
About 7 to 14 days before the truck leaves. Switch it off once the truck has departed or the space is filled.
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 job is done by your team.
Have trucks running half empty? Book a Free Soil Test and we'll show you how a backload ad could work for your routes.