24 Hour Taxis

The Brief

24 Hour Taxis are a company based close to Stansted Airport and the vast majority of their business comes from Stansted transfers, mostly into London. When they came to us their business was struggling, their brand, website and general marketing was completely inadequate for what they needed. Coupled with this, their Google AdWords spend had crept up to unsustainable levels, crippling their monthly cashflow and causing them real problems.

They needed rebranding, they needed a new website which they had access to for making changes and they needed to get a grip on their AdWords spend whilst avoiding turning off the tap in terms of leads into the company.

The Process

We began by assessing their Google AdWords, looking at their campaigns, budgets and average conversions. We compared this to their organic results (how much traffic was coming through their site without Google AdWords referrals) and made an assessment as to how we could improve the organic results and reduce the AdWords spend alongside it.

Along with this, we developed a new brand, redesigning their logo, colour schemes and general brand appearance. Their existing branding at the time was extremely outdated and below average by industry standards, it gave off a low-quality impression of their company, so this was something we looked to improve.

Once the branding was finalised the website could then be designed and built. They wanted something simple and basic, they didn’t want much going on. The whole purpose of the site was to provide a little information and then push visitors toward contacting them.

The Solution

Before we could reduce their AdWords spend it was vital that we first rebuilt their existing website so that changes could be made to it, content could be added to it and it could support the push for better organic reach. The site that was in place beforehand was completely inadequate for such a task.

Once the WordPress website was designed, signed off and built we could then move onto the SEO of the website and the reduction of the Google AdWords spend.

The client was very worried, they had come to rely on Google AdWords for all their leads and they were deeply concerned that reducing the spend would also reduce their site traffic and therefore their income. In order to progress in a logical format, we began by reducing the AdWords budget by just £100 per month, nudging it down month on month and taking careful stock of the results. At the same time we worked on the organic SEO of their website to try to make up any shortfall that a Google AdWords budget reduction caused.

Over the course of 6 months we were able to reduce their AdWords spend by over 60%. Despite this reduction, their income, site visitors and leads did not drop at all. Saving them over £1000 per month in outgoings on Google AdWords had not impacted their sales, it had however impacted their profits – most positively!