Most moving companies — and many marketing agencies — run ads without knowing which jobs actually came from which ads. Google and Meta can see clicks and form submissions, but they can’t see what happens inside Chariot: booked jobs, estimated revenue, or actual revenue after the move.
This means the platforms often optimize for the wrong thing (cheap clicks or lots of leads), instead of optimizing for the moves that generate real revenue.
Chariot solves this by automatically sending your booked-job revenue back to Google and Meta as offline conversions.
What Are “Offline Conversions”?
An offline conversion tells Google or Meta:
“This customer originally came from your ad, and they ended up booking a job worth $X.”
Because moves rarely close on the website — they close through estimates, calls, texts, and back-and-forth with the customer — Chariot captures the full journey and reports the result to the ad platforms.
If you are sophisticated re: your in house ads or work with a good agency, they should be uploading offline conversions for you using your Chariot data and ads data.
But:
(1) We often see that movers/ agencies are NOT doing offline conversions. In that case, you're not telling Google which ads are really working, and are very likely leaving significant ROI on the table
(2) Even when someone is doing offline conversions, it's
(a) slow/ infrequent (every 2 weeks, 1x a month) -- limiting how fast Google / Meta can incorporate these insights into your ad placements
(b) it's labor intensive/ manual (spreadsheets, etc.) -- which means time and money needed
(c) it's incomplete -- it might only include jobs attributed to from submissions from desktop devices (Chariot uses enhancements to match up/ find attributions that most SEO agency approaches miss)
Chariot's Ads/ Marketing Platform handles offline conversions for you automatically, with no work for you. You can use this offline conversion data to run more effective ads.
How Chariot Sends Revenue to Google & Meta
Chariot automates the full process:
A person clicks your ad or calls from your ad.
Chariot stores a tracking ID with the lead.
Chariot ties the click/call to the lead in your CRM.
This creates a reliable match between the ad interaction and the job record.
When the job is booked, Chariot assigns revenue.
Before the job: Chariot uses estimated revenue.
After completion: Chariot sends the actual final revenue from Job Results.
Chariot pushes that revenue back into Google/Meta automatically.
This is sent every day as an offline conversion event (typically called “Purchase” in Google/ Meta).
So the flow becomes:
ad → lead → booked job → revenue sent back to the platform
There’s no manual exporting, no spreadsheets, no matching timestamps, and no agency work required.
How This Data Gets Used in Google & Meta Campaigns
This tells Google/Meta:
“Optimize for booked jobs, not just leads.”
In Google Ads:
Open your campaign settings → Conversions
Add the Chariot-created “Purchase” action
Switch bidding to Maximize conversion value
or set a Target ROAS
In Meta Ads:
Choose Performance Goal: Value
Select the “Purchase” event Chariot created
Meta will automatically try to find users who are likely to book higher-value moves
Why This Improves Ad Performance
With revenue data, Google and Meta can:
Learn which clicks lead to real booked jobs
Prioritize people who behave like past customers who booked
Shift budget toward long-distance or higher-value jobs
Avoid spending on low-intent leads or price shoppers
Improve your return on ad spend over time using their machine-learning models
Without revenue, the platforms optimize for:
low cost per click
high lead count
website activity
With revenue, the platforms optimize for:
jobs that book
jobs that generate more revenue
customers more likely to convert
This is why offline conversions are standard in e-commerce, home services, and now, through Chariot, for moving companies.
Summary
Chariot automatically matches ad clicks/calls to leads.
When a job books, Chariot sends the revenue back to Google/Meta as an offline conversion.
This creates a “Purchase” event you can use in your campaign settings.
Using revenue allows Google/Meta to optimize for profitable moves instead of cheap leads.
This leads to more efficient ad spend and more revenue from the same budget.