Website + web booker
Full rebuild with a custom booking flow integrated into the Autocab dispatch system, with card payments. Bookings became trackable end to end for the first time.
Private Hire // Stoke-on-Trent
Website rebuildCustom web bookerAI chatbotSEOGoogle AdsMeta AdsSocial content
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The situation WHERE THEY
WHERE THEY
WERE.
Magnum is Stoke-on-Trent's longest-serving taxi firm, running thousands of journeys a day. But Uber was eating their market, and their digital side could not fight back: an untrackable iframe booker supplied by their dispatch provider, no search presence worth the name, and no owned channel between them and their customers.
Uber's budget is effectively unlimited. Trying to outspend them is a losing game, so we never tried. The strategy was to out-focus them: win the specific searches, towns and booking types that actually matter to a local fleet, and make every pound of ad spend smarter than theirs.
The work WHAT WE
WHAT WE
BUILT.
AI chatbot
Handles bookings and queries on WhatsApp and Messenger. Cut support volume by 20%.
Local SEO system
Town-by-town service area pages across Staffordshire and Cheshire, plus airport transfer pages for Manchester, Birmingham, East Midlands and Liverpool.
Google Ads
Ongoing management, scaled from under £500 to over £6,500 a month. Localised ad copy per area, and booking data fed back into Google so the algorithm chased high-value work like airport runs, not £8 hops.
Meta ads + social content
Facebook campaigns plus ongoing content, including a TikTok presence now at 2,713 followers and over 100K likes.
Aggregator network
A network of hyper-local sites we own and rank for the surrounding towns, catching searches the main brand cannot win and feeding demand back into the fleet.
What is next
A voice agent handling phone bookings, and the passenger app. Both in active development.
The outcomes WHAT IT
WHAT IT
DID.
16,547 ad conversions, last 12 months
£4.19 cost per conversion
£147,595 tracked booking value
25,167 organic clicks, last 12 months
20% support volume cut by the chatbot
2,713 TikTok followers
Google Ads account data and Search Console, Jul 2025 to Jul 2026. Conversions are tracked booking actions (calls, forms and bookings).
Four decisions that made the numbers
Own booker, not the iframe
The dispatch provider's default iframe booker is what most taxi firms settle for. It is also a black box: no tracking, no optimisation, no idea which channel brought the booking. We built the booking flow on top of the Autocab API instead, so every booking has a source. That one decision is what makes £147,595 of tracked value knowable at all.
CPA over vanity ROAS
Taxi conversions are calls, forms and bookings, and call value tracking is fiction in most accounts. We manage to cost per conversion instead: £4.19 across 16,547 conversions. When the CPA holds, spend can scale. It went from £465 a month to over £6,500 without the number breaking.
Teach the algorithm what a good booking is
Not all bookings are equal. An airport run is worth ten town hops. So we track bookings back to the click and feed that signal back into Google Ads. The algorithm stops chasing cheap conversions and starts chasing profitable ones. Most local advertisers never close that loop; it is the difference between buying clicks and training a system.
Own the towns around the city
A Stoke site will never honestly rank for Uttoxeter or Stafford, and a generic national campaign wastes budget on people who will never book. So we went hyper-local instead: localised pages, localised ad copy, and a network of sites for the surrounding towns feeding demand back into the fleet. Competitors can copy a website. They cannot easily copy a network.
The ads, word for word
Real headlines and descriptions from the live account. On Google, the town inserts itself into the copy based on who is searching.
Notice the surge pricing line. That is the Uber fight, in seven words.
Ad conversions by month
The scale-up, once the CPA held. Source: Google Ads account data.
Organic clicks by month
No growth hacks. The area-page system holding around 2,000 clicks a month all year. Source: Search Console.
Run a taxi firm or a fleet? This is the exact system we would build for you: booking infrastructure you own, search presence that compounds, ads managed to a cost per booking you can defend. Start the conversation.
Want this for your business?
Every engagement above started with a conversation about where the business actually was. That is where we start with you.
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