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.
Magnum Taxis // Private Hire // Stoke-on-Trent
Twelve months of Google Ads on a website and booking system we built. Every enquiry is tracked back to the click.
Website rebuild Custom web booker AI chatbot SEO Google Ads Meta Ads Social content
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In plain words
- They paid Google
- £73,509 in ads over 12 months
- They got
- 17,698 calls, forms and bookings
- Bookings tracked
- £162,350 of booking value, and 25,442 free Google visits on top
Month by month THE NUMBERS
THE NUMBERS
OVER TIME.
Booking enquiries from ads, per month
The rebuilt booking system went live in autumn 2025. From November the account tracked every booking, so the spend could scale.
Free visits from Google, per month
No ad spend behind these. Town pages and airport pages holding around 2,000 visits a month all year.
The outcomes WHAT IT
WHAT IT
DID.
£162,350 booking value tracked from ads, 12 months
17,698 booking enquiries from ads
£4.15 cost per enquiry
£73,509 ad spend, 12 months
25,442 free Google visits, 12 months
20% support volume cut by the chatbot
Google Ads account data and Search Console, 1 Sep 2025 to 31 Aug 2026. Enquiries are tracked booking actions: calls, forms and completed bookings.
“Uber really ramped up their advertising in Stoke-on-Trent, so it was important that we advertised properly. We've grown our fleet of drivers, and with ViralMouth's marketing the bookings started to flow in. We're getting a lot more high-value bookings now. The TikTok videos have done great too. Passengers are always telling us the content is funny and engaging.”
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 £162,350 of tracked value knowable at all.
Cost per enquiry, not vanity return
Taxi conversions are calls, forms and bookings, and call value tracking is fiction in most accounts. We manage to cost per enquiry instead: £4.15 across 17,698 enquiries. When that number 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 per town, right down to the digs at surge pricing, 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.
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.
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 HOW WE
DID IT.
DID IT.
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.
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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