While international movers often begin with a Google search, many businesses miss opportunities because they aren’t visible enough at this critical moment. Laura Moxham, Managing Director of YBA (Your Business Angels) shows us some common mistakes and solutions – ahead of an exclusive FIDI webinar for Affiliates on this essential topic.
Every day, people are searching online for exactly what your business offers – whether it’s complex international relocations, corporate moves, private overseas shipments, or another service. But if you’re not showing up when it counts, potential customers will quietly drift toward a competitor who does.
It’s not about having the flashiest website or spending the most. It’s about being found at the right moment. And for many businesses, particularly those in competitive international sectors, that visibility just isn’t there.
So, why is that? And, more importantly, how do you fix it?
This is exactly what we’ll be covering in an FIDI-exclusive webinar on September 25 hosted by YBA (Your Business Angels), a Google Premier Partner and top 3 per cent agency, that works closely with organisations including IAM, BAR, and the SSA.
Let’s start with one of the most overlooked areas: international work. These usually high-value jobs tend to come with better planning, bigger budgets, and customers who are ready to make a serious commitment. They often come from thoughtful, often emotional, decisions – and often begin with a Google search.
Specific searches
Here’s the opportunity: international search terms tend to be more specific. That means less competition and clearer intent. Instead of someone typing ‘removal company,’ they’ll search for ‘moving from London to Spain’ or ‘shipping furniture to New Zealand.’ These are the kinds of searches that give you a clear window into what they want – and the chance to match your ad messaging directly to it.
The good news is, getting visibility on Google in these moments isn’t as complicated as many think. At its core, it works like this: someone searches for a specific route or service, your ad shows up at the top, they click, land on a page that feels relevant and trustworthy, and then they get in touch. That’s it. Right place, right time.
But here’s where most businesses slip up.
We frequently see ads pointing to a homepage that has a variety of messages and no clear journey for the user to find that they want. It’s like walking into a shop that sells everything from shoes to sandwiches when you just wanted a new jacket. The experience doesn’t feel tailored to their requirements.
We also see businesses targeting broad terms, when more buyer intent terms – such as ‘UK to Dubai removals’ – with a matched landing page, which tends to produce far better results. The more specific the search, the greater the intent and the better enquiries it generates.
Timing also plays a huge role. We consistently see seasonal spikes in international enquiries – spring for summer relocations, autumn for moves ahead of the new school year. But the trick is to start before the spike. Being visible when the demand starts to rise is what gives companies an edge. Those who delay often miss the wave entirely.
Now, let’s talk about how campaigns are structured. Rather than putting all destinations into one big ad campaign, the smarter approach is to break them down by route. That way, the ad and landing page can be tightly matched – ‘Need help moving to Australia?’ followed by a page with relevant copy, FAQs, and an easy quote form. That level of personalisation increases the likelihood of turning a click into a customer.
YBA has worked with many companies who had tried Google Ads, but felt it wasn’t working. A client was spending consistently on ads but getting very few international enquiries when they joined us. After reviewing their account, we found the structure was too generic, the landing pages weren’t relevant, and they had no visibility on which keywords were performing. Once we overhauled the setup tailoring campaigns to routes, updating the copy, and setting up simple tracking, they started getting more than 10 qualified international leads per month. These were high-ticket enquiries they would never have seen before.
Quick SEO wins
So, what works right now to help convert traffic to enquiries? Keep it simple. Build destination-specific landing pages. Make sure your phone number is clickable on mobile. Use short enquiry forms. Show clear trust markers – things like insurance, FIDI memberships, and testimonials. And make sure your website looks good on a phone, because that’s where most searches are happening.
It’s also important to track where your leads are coming from. Many businesses have no idea which ads are working, and which aren’t – which means they can’t improve performance or double down on what’s generating revenue. With just a few simple tools, you can set up clear tracking and know exactly which keywords and ads are pulling their weight.
The digital landscape doesn’t need to be complicated but it does need to be intentional. With the right setup, a clear message, and a smart structure, Google Ads can be one of the most powerful tools in your lead generation toolkit, allowing you to show up for the right customer, at the right time, with the right solution.
If you’re ready to grab more high-value international enquiries, now’s the time.
Join us on 25th September for the FIDI-exclusive webinar, where we’ll walk you through the three biggest mistakes companies make with Google Ads, how to avoid them, and what’s working right now to bring in quality international leads.
Or, if you’d prefer a personalised look at how visible your business is today, grab your free visibility review – no jargon, just honest advice on how to improve your Google presence and take away an action plan you can book a free review at : ybappc.team/fidi
FIDI Affiliates can book a place on this exclusive webinar using the following links: