How In Front Marketing Helped a Taxi Service Client Achieve an 88% Increase in Phone Through Rate & a 98% Boost in Conversion Rate
In Front Marketing prioritizes data-driven strategies & when a taxi service client approached us for assistance, we conducted an audit to identify areas ripe for enhancement. By focusing on critical elements such as geotargeting, keyword optimization & tracking, we quickly discovered potential within their Google Ads campaigns. With strategic changes, we aimed to elevate their performance & deliver measurable results.
At In Front Marketing, we’re all about data-driven decision-making. When this taxi service client came to us looking for solutions, we performed a full audit of their current account to uncover opportunities for improvement.
From geotargeting to keywords to tracking, we immediately recognized the potential this client had with their Google Ads. We knew with some effective changes, they could see better results for their business.
Let’s take a look at how we did this and what results that client received as a result of our management.
The Challenge: Lowering Cost Per Call
Our client faced a critical issue: their cost per call was excessively high, leading to inefficient spending in their budget.
The original Google Ads campaigns were riddled with problems, including 300+ wasted keywords per ad group and poorly optimized targeting. Duplicated tags and analytics in their tracking systems meant that conversions were inaccurately recorded, leading to a skewed understanding of campaign performance.
It was clear they needed a change.
The Solution
When our team took over, the first step was a complete rebuild of the Google Ads account.
We focused on eliminating those wasted keywords by understanding how the client wanted to show up. By setting up specific time zones for performance measurement and targeting cities of high value, the campaigns would only run where and when they were most effective.
With access to Google Analytics and Google Tag Manager, we corrected the duplicated tags and tracking, setting up GA4 tags for seamless integration between Google Ads and Google Analytics. This overhaul allowed the client to properly track traffic and conversions, providing a clear view of user behaviour and campaign effectiveness.
Our PPC specialists adjusted campaign settings and schedules to minimize learning and optimization periods, ensuring that the campaigns were running at peak efficiency. This included building out accelerated weekend campaigns, which allowed the client to adjust budgets for high-traffic periods easily.
With these changes, the client, their team, and our team were set up to track metrics from their website and campaigns accurately. And we were able to make data-informed decisions with campaign strategy. Our team worked to implement more effective strategies and start bringing the client real results.
Results: A Complete Turnaround
The impact of IFM’s strategy was immediate and significant.
Where the client had previously seen 50 – 70 users per day on their site, the updated tracking systems began showing a fuller and more accurate view of user traffic. With better data, we could refine targeting even further, building audiences based on data and user behaviour.
Within the first 90 days of In Front Marketing running the account, key results included:
- Phone-Through-Rate, which measures the percentage of users who click on a phone button on an ad directly, increased by 88%.
- Conversion Rate, which measures the percentage of users that complete an action on-site, rose by 98%.
- Cost-Per-Conversion, which is how much money the client pays per click on their ad, is reduced by 73%.
- Click-Through Rate (CTR) increased by 93% and is now sitting at 13.42% (on non-branded keywords).
- Clicks increased by 161% with a Cost-Per-Click (CPC) decrease of 45.8%.
- Market Share in the local dispatch area increased, outpacing competitors like Lyft and becoming a key competitor with services such as GoGoGrandparent and Uber.
| April 2024 | July 2024 |
| CPC – $1.39 (Avg) | CPC – $0.75 (Avg) |
| Cost/Conv – $6.91 | Cost/Conv – $1.89 |
| Conversions – 2,185.51 | Conversions – 11,323.31 |
| PTR (Phone Through Rate) – 0.04 | PTR (Phone Through Rate) – 0.08 |
| Total Calls – 5,909 | Total Calls – 6,054 |
Conclusion & Future Plans
Our comprehensive approach not only lowered costs and boosted performance metrics but also positioned the taxi service client as a stronger competitor in their market. We plan to continue refining the client’s digital marketing strategy, leveraging the insights gained to drive even greater results.
For businesses looking to optimize their digital marketing efforts and achieve measurable success, contact In Front Marketing for a free consultation on your PPC advertising strategy. Let us help you turn your challenges into opportunities for growth.
If you want to pick someone’s brain for anything from social media to display advertising, pick John's. Today, John’s putting businesses in front of millions of users and he can do the same for your business.
