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Reducing Cost Per Booking for a UK Taxi Company

  • Client: Local Taxi Company
  • Industry: Transport / Private Hire
  • Service: Google Ads Management
  • Location: UK
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The Challenge

A local UK taxi company was running Google Ads, but the results simply weren’t there. Despite ongoing campaigns, they were trapped in a cycle of high costs and poor performance.

Their cost per booking consistently sat between £10-£12—unsustainable for a high-volume, low-margin business. Poor campaign structure was attracting irrelevant traffic, ad relevance was suffering, and their budget was leaking with nothing to show for it. They came to Legend DigiTech needing a complete rescue job.  

The Results

The impact was immediate and dramatic. Within just two weeks of launching the restructured campaigns, Legend DigiTech delivered: 

  • CPA reduced from £10-12 to as low as £3.09 (a ~70% cost reduction)
  • CTR increased to 10.27%, indicating highly relevant ads
  • ~21% conversion rate from one campaign snapshot
  • 70+ bookings from a scaled campaign at just £4.80 per acquisition

The solution

Legend DigiTech conducted a full account audit and foun`d a campaign structure that was holding everything back. Here’s how we started:

  • Complete campaign restructuring: We rebuilt everything with tightly themed ad groups focused exclusively on high-intent booking keywords. Wasted spend was cut-down through aggressive negative keyword targeting.
  • Ad copy overhaul: New ad copy with stronger local intent signals dramatically improved ad relevance and Quality Score.
  • Smarter bidding and targeting: We switched to conversion-focused bidding, refined geo-targeting to focus on high-demand service areas, and implemented device-level bid adjustments.
  • Landing page alignment: The booking journey was streamlined to remove friction and improve conversion rates.   

What the client said:

“Legend DigiTech turned our Google Ads around in two weeks. Our cost per booking dropped by 70% and we’re finally getting consistent, profitable results. They have helped us rebuild everything the right way.” 

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