Dolphin Home Packers & Movers
A movers business rebuilt around what Mumbai actually searches for
Dolphin was advertising into a site built on guesswork. We rebuilt the page architecture from 102 ranked keywords, fixed the reporting underneath it, and gave them a build order that runs for three months.
- Web Development
- Digital Marketing
- 102
- Keywords ranked by real monthly search volume
- 32
- Pages planned across hub, area, route and buyer guide
- 4
- Ad campaigns audited down to asset level
- Client
- Dolphin Home Packers & Movers
- Industry
- Packers and movers, local services
- Market
- Mumbai, India
- Timeline
- Phased over 3 months
Where they started
Dolphin Home Packers & Movers has been moving households across Mumbai since 2020. They had a website, a Google Business Profile and an active Google Ads account built up over time. Money was going out every day and the dashboard reported conversions, so on the surface the account looked like it was working.
The problem
In this business a lead is a phone call. Somebody who is moving house calls three or four companies and books whoever picks up and sounds competent. That makes two things decisive: being present for the searches people actually run, and knowing which of that spend turns into a ringing phone. The site was targeting neighbourhoods chosen by assumption, and the conversion column was adding clicks to call, requests for directions and contact page views together into a single number that was being read as calls.
What we built
Rebuilding the keyword basis from real data
The existing plan had been shaped around assumptions about which Mumbai neighbourhoods were worth targeting, and had landed on affluent and corporate districts that turned out not to appear in the search data at all. We worked from a list of 102 keywords ordered by actual monthly search volume and let that set the priority instead, which produced a very different and considerably less intuitive list of areas.
Auditing the ad account down to asset level
Rather than work from the campaign summary, we queried all four campaigns at asset level. The call asset was barely being served, the call details report held no rows, and the conversions in the dashboard were real events that mostly were not phone calls. Separating them meant the account could finally report on the thing the business is actually buying.
A page architecture designed not to cannibalise itself
Local SEO builds usually fail in one of two ways: a thin page per neighbourhood that says nothing specific, or several pages competing for the same search. We planned one hub page covering every generic Mumbai phrasing, deliberately never split, with 22 area pages in three priority tiers below it, eight bidirectional route pages, and a buyer-guide page for the best and cheapest keyword cluster. Each area page was researched for facts specific to that area so it has a reason to exist.
Fixing what the existing site was doing wrong
The audit of the eight existing pages found a duplicated FAQ block repeated across the service pages and meta titles and descriptions that did not reflect what the pages covered. These were corrected before new pages were added, on the basis that there is no point building on a foundation that is working against itself.
Declining the keyword that would have worked
A competitor brand name sat in the keyword list with real volume behind it. We left it out. Building a page against a competitor’s trademark reads as bait-and-switch to the person who lands on it, and it converts accordingly.
Where it landed
Reporting that measures the thing being bought
The account now separates a click to call from a request for directions and a contact page view, instead of presenting the sum as one conversion figure. Budget decisions are made against calls rather than against a number that merely resembled calls.
Area priority follows the search data
The build order is set by what people in Mumbai actually type into Google, which overturned the original assumption-led area list entirely.
An architecture that can be built out in phases
The 32-page plan is sequenced across three months, starting from the hub page that everything else links back to, so the site gains depth without producing a cluster of near-identical pages.
Built with
- WordPress
- Google Ads
- Google Business Profile
- Google Analytics 4
- Call tracking
This case study describes the work and the findings. We have not published campaign performance figures for this engagement.