Project Details
The Result at a Glance
Before
- Local competition made it harder to stand out
- Lead flow was inconsistent, especially during slower periods
- The existing conversion rate needed improvement
- Ad spend needed to generate more qualified enquiries.
After
- 20%+ conversion rate achieved.
- Location-focused targeting improved lead quality.
- Mobile optimization captured more users searching on the go.
- Conversion tracking showed which keywords and ads were driving leads.
About the Client
Value Cars Taxi Services is a local transportation provider based in Basildon, offering airport transfers, business travel, and local taxi services. The company serves customers travelling to and from Stansted, Gatwick, Heathrow, Southend, London City, and Luton airports, with fixed-price fares.
The Challenge
Value Cards Taxi Service Operated in a crowded local market where customers had plenty of options. The campaign needed to solve three problems:
- Generate a consistent flow of leads.
- This particular service has intense local competition.
- Reach customers actively searching for taxi services.
- Improve conversions without wasting ad spend.
Goal & Objectives
- Improve the efficiency of the paid search campaign.
- Reach customers across the client’s local service area.
- Capture more mobile users looking for taxi services.
Our Strategy
We focused the Google Ads campaign on high-intent searches, tighter targeting, and efficient budget use, making sure the spend went toward people most likely to become leads.
Keyword Research
We researched location-based, high-intent searches that matched the services customers were looking for. Keywords included “Basildon taxi service,” “airport transfers Basildon,” “local taxi service,” and other booking-focused searches.
Targeted Ad Campaigns
We created ads around the services customers cared about, including competitive pricing, reliable service, quick bookings, and airport transfers. Each ad was matched closely with the search to improve relevance.
Geo-Targeting
We focused the campaigns on Value Cars’ service areas so the ads reached people who could actually use the service. This helped reduce irrelevant clicks and keep the advertising budget focused on local customers.
Ad Scheduling
We adjusted ad schedules around periods when people were more likely to need a taxi, including busy travel hours, weekends, airport travel, and other high-demand periods, helping the campaign focus spend when demand was stronger.
Conversion Tracking
We tracked the actions that mattered to the business, including phone calls and form submissions. This helped us identify which keywords and ads were generating leads and where the campaign was performing best.
Mobile Optimization
We optimized the campaigns for mobile users, who often search for taxis while travelling or when they need a ride quickly. Mobile bid adjustments helped the ads reach these users more effectively.
The Takeaways
Value Cars generated 500+ high-quality leads with a 20%+ conversion rate through a focused PPC strategy . The campaign created a consistent lead flow, improved conversion performance, and helped the business compete more effectively in the local taxi market.