Marketing dollars only go so far. Moving companies that track customer acquisition cost, CAC, are gaining clearer insight into which channels actually drive profitable growth.

Customer acquisition cost measures how much it takes to turn a lead into a booked move. This includes advertising spend, software tools, sales time, and marketing resources. When movers know their CAC by channel—Google ads, referrals, social media, or local SEO—they can adjust budgets toward what performs best.

Tracking CAC also protects margins. If acquisition costs climb too high relative to revenue per job, profitability shrinks even when bookings increase. Data helps leadership decide whether to refine messaging, improve conversion rates, or reallocate marketing spend.

In a competitive market, smarter growth comes from knowing not just how many leads you generate—but what each one truly costs.

Are you considering using AI for surveys in your moving company?