The brief
Beaver Movers is a moving company in Ottawa, Ontario, owned by Andrei Duk. It runs residential and commercial moves across the city and the surrounding region, with its own crews and trucks.
Ottawa is a crowded market for movers. A household planning a move compares several companies in an afternoon, reads reviews, checks whether the address and the insurance look real, and gives the job to whoever answers first and sounds trustworthy. The demand is seasonal, and most of the competition buys the same lead marketplaces.
The engagement opened on 13 July 2026 with a review of the live beavermovers.ca site. The site did its descriptive job, and two findings from that review shaped everything that followed.
The first was a price the company was already publishing and nobody was buying: a labour-only tier at $89 per hour, sitting on their own pricing page with nothing in the site pointing at it. The second was the reviews page, which answered 404 — a hole in exactly the thing a customer goes looking for.
What the site lacked was a way to turn an anonymous visitor into a named enquiry with a date, an address and a size attached, fast enough for the owner to call while the person is still choosing.
What we built
A seven-screen quote quiz
One question per screen, mobile-first, built in Beaver Movers' own brand colours and fonts with the beaver-mascot truck artwork from their live site, so a person arriving from an ad lands on something that looks like the company they just saw.The quiz is hardened for the Facebook and Instagram in-app browser, where most paid social traffic actually arrives: each screen fits a short phone viewport without scrolling, the policy text stays clear of the answer buttons, and the submit button was rebuilt after it failed inside that browser in testing.
Leads in Telegram, with the answers attached
Every completed quiz posts into the client's Telegram group within seconds, carrying the answers the person gave — service, size, date, address, contact. The owner reads the context before he dials, so the first call is already about the job rather than about who is calling and why.
Meta Conversions API with event deduplication
Each lead is also sent to Meta server-side through the Conversions API, carrying the same event id as the browser-side event so Meta counts one lead instead of two. That keeps campaign optimisation working on real numbers as browser tracking keeps thinning out.
CRM
The client works the leads in a CRM as well, so a quiz answer becomes a record with a status instead of a message that scrolls away in a chat.
The ads
Meta, across Facebook and Instagram, pointed at the quiz. Audience: Ottawa, aged 30 and over.
The creatives used the client's own material rather than stock: photographs and video from real jobs — the crew loading, the trucks, wrapped furniture — plus the owner himself on camera, because a face attached to a moving company answers the trust question faster than any claim about it. A later set was aimed specifically at commercial moving, a different buyer and a different size of job.
What happened in the first weeks
The media buyer reported the following on 7 August 2026, covering the period since launch: $164.23 spent, 16 leads, a cost per lead of $10.26, 9,606 impressions, 135 clicks, a click-through rate of 1.41% and a cost per click of $1.22. On 10 August total ad spend since launch was reported at $177.12, running at roughly $15 to $20 a day.
The client kept his own count alongside that. In the first week: 7 leads, 3 contacted, 2 booked moves. On 1 August a quiz lead arrived, the crew had room the same evening, and the move was completed that day. On 10 August he wrote that the flow and the quality of leads for 29 July to 5 August suited him.
One detail belongs in this case because it is part of the picture: several leads never answered the phone, even though each had filled in seven screens by hand. The client calls first and messages after, and he still lost contact with some of them. He also buys leads on another platform, where he reports a no-answer rate of around 40%, so this is a property of the category as much as of the channel.
The campaign is still running. Totals since then are higher and are being re-confirmed with the client, so the numbers above describe the first weeks — July and August 2026 — and nothing beyond them.
The people behind it
Andrei Duk came to Canada from Ukraine after the full-scale invasion. So did Maksym Stepanenko, who founded Marketing MIX. The working language between the studio and the client is Russian and Ukrainian; everything facing the client's customers is English and French.
What we would do next
Speed to lead. The no-answer rate is the largest single loss in the funnel, and the fix is mechanical: an automatic message the moment the quiz is submitted, so the person has the company's name in their phone before the first ring, and a second attempt scheduled rather than remembered.
A review flow. The dead reviews page is half the problem. The other half is asking: a Google review request sent on move day, while the crew is still in the driveway. Reviews feed the map pack, the ads and the AI assistants people now ask for shortlists.
Google Local Services Ads. Movers are an eligible Local Services category in Canada, and the format charges per lead and leans on reviews and responsiveness — the natural next channel once the review flow runs.
Seasonality. Moving demand in Canada peaks in summer and around month-ends and lease turnovers. Budget planned against that calendar, with creatives ready before the peak, buys more moves for the same money.
Related
The full playbook for this trade is at Moving company marketing: websites, ads, SEO. The same quiz mechanism, written up for movers in another city: quote quiz for movers. For the build itself: Landing page development that converts. For the campaigns: Paid social and search ads.
Project lead: Marketing MIX. Client: Beaver Movers (beavermovers.ca), Ottawa, Ontario. Year: 2026. Published with the client's permission.