UK Taxi Company
Reducing Taxi Lead Cost From £9 to £3
£3
New cost per lead
£9 → £3
CPL reduction
~67%
Lower acquisition cost
Local search
Booking-focused intent
How we reduced cost per lead from approximately £9 to £3 (a ~67% reduction) for a UK taxi company by focusing Google Ads on local search demand and booking-focused intent, making every advertising pound work harder.
The Challenge
The taxi company was struggling to generate enough booking enquiries through its existing acquisition activity. The approximate cost per lead sat around £9 — a figure that quickly becomes difficult to sustain for a local service business when booking volume is inconsistent.
The campaign needed to improve efficiency while generating more relevant local enquiries. Simply spending more was not an option; the business required better targeting and lower acquisition costs.
Our Solution
We focused the Google Ads activity on capturing local users actively looking for taxi services. The campaign was structured around local search demand, booking-focused intent, relevant search queries, cost-efficient acquisition, and continuous lead-generation optimisation.
The objective was straightforward: generate more booking opportunities without paying excessive amounts for every lead. Every advertising pound had to work harder.
Strategies & Tactics
Local Search Demand Capture
Google Ads campaigns tightly focused on users searching for taxi services in the company’s operating areas.
Booking-Focused Intent
Keyword and ad strategies prioritising queries that signalled immediate booking intent rather than general information.
Relevant Query Filtering
Continuous refinement of search terms to exclude low-intent or irrelevant traffic and protect efficiency.
Cost-Efficient Acquisition
Bidding and targeting optimisations designed to drive down cost per lead while maintaining enquiry volume.
Lead Generation Optimisation
Ongoing testing of ads, landing experiences and conversion paths to improve the ratio of spend to qualified booking enquiries.
Results Achieved
Cost per lead reduced from approximately £9 to £3
~67% reduction in acquisition cost
Significantly improved efficiency of paid acquisition
More booking opportunities generated without increasing spend proportionally
Demonstrated that small improvements in paid-search efficiency can have a major impact on local business economics
"Cutting our cost per lead from £9 to £3 completely changed the economics of our paid acquisition. Every booking became more profitable."
— UK Taxi Company Operations Team
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