Driving Growth for Baby Taxi 24

Melbourne, Australia

Services Promoted:

  1. Taxi with Baby Seat Melbourne
  2. Baby Seat Cabs Melbourne Airport

Background

Baby Taxi 24 is a premium taxi service in Melbourne, specializing in safe, comfortable, and reliable transportation for families traveling with infants and toddlers. With over 1,800+ Google reviews, they are a trusted name for parents who value safety and convenience.

However, despite having a strong offline reputation, the brand was not achieving its full potential online. The Google Ads campaigns were not delivering the desired number of high-quality leads, and cost per conversion was higher than the target.

Objective

  1. Increase qualified leads from Melbourne and airport routes.
  2. Reduce Cost per Conversion (CPA).
  3. Improve click-through rate and overall ad performance.

Challenges

  1. Highly competitive taxi and airport transfer market in Melbourne.
  2. Limited keyword targeting for niche services like “baby seat cabs.”
  3. Seasonal fluctuations in airport travel demand.

Strategy Implemented

  1. Keyword Optimization

    • Conducted keyword research to expand targeting around “baby seat taxi,” “infant-friendly cabs,” and “airport taxi with child seat.”

    • Added long-tail keywords to improve match with high-intent searches.

  2. Ad Copy & Extensions

    • Crafted ad headlines emphasizing safety, baby seats included, and airport convenience.

    • Used sitelinks and call extensions for instant booking.

  3. Landing Page Improvements

    • Optimized landing page for mobile-first experience with a quick booking form and trust badges from Google Reviews.

  4. Bid Strategy Adjustment

    • Shifted to Maximize Conversions with Target CPA to make bidding more efficient.

  5. Location & Audience Targeting

    • Focused campaigns on Melbourne CBD, suburbs, and Melbourne Airport routes.

    • Leveraged remarketing lists for visitors who didn’t convert on the first visit. 

Before

After

Metric

Before (Feb 10 – May 10, 2025)

After (May 11 – Aug 8, 2025)

Change

Clicks

5,570

6,150

+10.5%

Coversions

689

1,260

+82.9%

Cost per Conversion

$18.82

$13.33

-29.2%

Total Ad Spend 

$13,000 

$16,800 

+29.2%

Key Takeaways

  • Conversions increased by 571 in just 90 days without compromising lead quality.

  • Cost per conversion dropped by 29%, making campaigns significantly more profitable.

  • Strategic keyword expansion and audience targeting played a crucial role in driving high-intent traffic.

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