First Move Direct Mail – Market Leaders in Direct Mail Services
First Move Direct Mail first came across Pleon through one of our “How to Take Your Google Ads to the Next Level” workshops. As an industry leader, they had been running their own Google Ads accounts for far longer than we had even been working with Google.
With a deep understanding of their market, they were cautious about using an external agency. But with rising competition and increasing cost-per-click, they knew that to maximise value from their ad spend, they needed a fresh perspective.
Tangible Results
Decades of In-House Campaign Management
- The First Move team had successfully managed their own ads for years, making it a significant decision to bring in an external agency.
Highly Competitive Market
- Direct mail is a specialist service, and not all leads hold the same value—making precision and efficiency critical.
Maximising Value from Budget
- The goal wasn’t just to generate more leads—it was to attract the highest-value opportunities while maintaining efficiency.
Strategic Plan
Strategic Campaign Optimisation
- Rather than a complete overhaul, we refined what was already working while restructuring areas where performance could be improved.
- Focus shifted towards higher-value keywords and audience segments to ensure budget was spent on the best possible opportunities.
Precision Tracking for Lead Value
- We implemented custom lead tracking to identify which inquiries were turning into real business opportunities.
- This allowed us to prioritise high-value leads over low-intent searches, improving efficiency.
Proactive Strategy & Ongoing Refinements
- First Move’s market is constantly evolving, and so is their ad strategy.
- Monthly reviews ensure we stay ahead of trends, refine campaigns, and make data-led decisions to improve results.
The Results
Stronger Lead Quality
- By focusing spend on high-value searches, First Move now attracts more of the right type of customers.
Better Budget Efficiency
- With tracking in place, ads now drive maximum value for every pound spent.
A Trusted Google Ads Partner
- The transition from in-house to agency management has resulted in continuous collaboration to fine-tune campaigns.
Testimonial
“We have been running our own Google Ads accounts for years and were naturally cautious about work with an external partner. Pleon earned our trust by developing an understanding of our market, refining our existing campaigns rather than making unnecessary changes, and focusing our budget on attracting the most valuable leads.
Their approach to tracking, targeting, and optimisation has helped us improve results while maintaining full transparency, and we’ve seen a real improvement in lead quality. The transition from in-house management to working with Pleon has resulted in us now having a trusted partner who helps us to continually improve our Google Ads”
David Amor – Chairman – First Move Direct Marketing
Our Thoughts
Trust is often the biggest barrier when experienced businesses consider outsourcing their Google Ads.
First Move had been successfully managing their own campaigns for years, so this wasn’t about fixing a broken system—it was about making something good even better.
By focusing on budget efficiency, lead value, and strategic refinements, we helped them get more from their ad spend without disrupting what already worked.
For industry leaders like First Move, Google Ads isn’t just about generating leads—it’s about ensuring every click brings real business value.