Kent Removals & Storage
The problem
Performance was driven by a single paid search engine that prioritised volume over value. Lead flow was high, but quality was inconsistent, costs were rising, and operations struggled to service demand evenly across branches. The disconnect between marketing activity and operational capacity was widening, creating friction across the business.
The fix
Together with the Kent team, we rebuilt the acquisition ecosystem from the ground up. We restructured paid search, diversified the channel mix, modernised the website experience, and shaped a customer journey built around real user behaviour and operational reality.
The impact
By shifting focus from raw lead volume to higher-quality demand, the performance engine has delivered an 18% increase in ROAS, a 26% increase in lead-to-transaction conversion, and two all-time record revenue weeks. This is the first phase of a broader transformation program that Kent and Juicebox will continue to evolve together.
The volume trap
Digital transformation is not a system upgrade. It is a structural and cultural shift in how a business generates, manages, perceives and converts demand.
With over 80 years experience - Kent Removals and Storage is one of Australia's most recognised logistics operators moving over one million customers. For years, the business relied heavily on paid search to fuel growth. It worked, but it created dependency. The channel delivered volume, but volume is a blunt measure. High lead counts often mask low intent, rising costs, and widening inefficiencies between marketing and operations.
Through workshops with Kent’s operations and branch teams, it became clear that demand peaks weren’t lining up with regional capacity. Marketing was spending money generating leads that certain branches couldn’t always service. Momentum looked healthy on paper, but conversion quality told a different story.
Building the engine
We stopped optimising for the click and started optimising for the business.
Our initial audit, conducted collaboratively across Juicebox’s performance, data, and UX teams with Kent’s internal stakeholders, revealed a fragmented Google Ads environment with overlapping campaigns and unclear structures. We rebuilt the entire account around real customer search behaviour, filtering out noise and improving data clarity.
But the real transformation was operational.
Together with Kent, we designed a performance engine that monitors the business. Budget, bidding, messaging, and channel mix now adjust to live branch capacity, product availability, and real-time customer intent.
If a branch is full, spend pulls back.
If capacity opens, the engine scales.
If certain days create higher cancellation risk, delivery shifts earlier in the week.
What was once a static ad account is now a smooth, self-regulating system that aligns every marketing dollar with Kent’s ability to deliver, convert, and capture greater revenue. This engine continues to evolve as both teams uncover new data patterns, customer behaviours, and operational insights.
“Our focus shifted from lead volume to actual revenue impact. This strategic change delivered greater consistency and confidence across our entire business.”
Closing the loop
A high-performance engine needs a destination capable of converting intent into action.
We redesigned the Kent website to act as the closer. Working with Kent’s marketing and sales teams, we nudged the brand positioning from utility service to lifestyle offering, reflecting the excitement of relocation rather than the logistics alone.
The new experience simplifies complex decision-making. It builds trust instantly and connects high-quality acquisition with seamless conversion. Navigation, quoting flows, and content hierarchy were crafted for how people actually compare, evaluate, and commit to a move.
This phase establishes the foundations of a modern, scalable platform that will continue to evolve as new insights, products, and customer behaviours emerge.
The payoff
The shift from volume to value was immediate and measurable.
Media spend now aligns with operational reality. Lead quality is higher. Survey completions and conversions have increased materially. Paid search has evolved from a high-cost pressure point into an efficient, disciplined growth engine.
With performance stabilised and the new website in place, Kent achieved two all-time record revenue weeks. And this is only the beginning. As the engine continues to learn and the platform scales, both teams are now working on the next phase of optimisation, expansion, and customer experience evolution.
Growth isn’t about shouting louder. It’s about connecting the system.
