641 Online Taxi and Shuttle Bookings in 90 Days at $12 Each
How brand-by-brand Google Search campaigns in a single account brought an Auckland taxi and airport shuttle group 641 completed online bookings at $12 each over 90 days.
- Industry
- Transport
- Services
- Google Ads, Google Search, Conversion Tracking, Multi-Brand Campaigns
- Client
- Kept confidential
- Published
- September 2026
01
The Challenge
Our client is an Auckland transport group that runs several taxi and airport shuttle brands. Each brand has its own website and its own customers, but all of them share one online booking system and one Google Ads account.
Running several brands from one account creates two problems. The first is budget: every brand competes for the same spend, and without clean data it is hard to know which brand earns its share. The second is measurement. Until shortly before the period reported here, the account had no working booking tracking, so there was no reliable way to see how many bookings the ads produced at all.
The group needed:
- A booking count it could trust, based on completed online bookings rather than clicks or call-button taps
- A cost per booking for each brand, so budget could follow results
- Steady booking volume across the whole group
02
Our Approach
We fixed the measurement first, then set the account up so results could be read brand by brand and budget could follow them.
-
Step 1
Track Completed Bookings, Not Clicks
The account now counts one thing: a booking that reaches the confirmation step of the shared booking system, recorded once per click. Every figure on this page comes from the first clean 90-day window after continuous booking tracking began. No call taps, map directions or modelled conversions are included.
-
Step 2
One Search Campaign Per Brand
Each brand runs its own Google Search campaign pointing to its own website. That keeps the ads and keywords specific to each brand’s customers, and it lets us read the cost per booking brand by brand instead of as one blended number.
-
Step 3
Budget Follows Bookings
With a per-brand cost per booking in hand, spend can be moved towards the brands that book most efficiently without starving the others. A new brand was added to the account in the final weeks of the period.
03
The Results
Over 90 days, the account delivered 641 completed online bookings at an average of $12 each, with 7.31% of ad clicks ending in a booking. Across the window:
- 641 completed online bookings
- $12 per booking on average
- 7.31% of ad clicks ended in a completed booking
Month by month:
- The busiest full month brought in 39% more bookings than the first full month, at a cost per booking 12% lower
- The final part month came in at about the same cost per booking as the first full month
- Monthly cost per booking stayed within about 14% from the cheapest month to the dearest
Over the most recent 30 days, the cost per booking ran 13% above the 90-day average.
By brand, across the 90 days:
- The busiest brand produced 28% of all bookings, at about 4% below the account average cost per booking
- The most efficient brand booked at 38% below the account average
- The least efficient brand booked at 37% above the average, about 2.2 times the cost per booking of the most efficient
- The new brand added late in the period had barely started booking, so it is left out of the comparison
04
What These Numbers Do and Do Not Show
A completed online booking is a stronger signal than an enquiry, but it is not proof of a completed or paid trip. Phone bookings are not tracked, so they are not in these numbers. Some bookings come from people searching for the brands by name, which keeps the blended cost per booking lower than it would be on generic searches alone. Because there was no booking tracking before this window, we make no before-and-after claim: this is how the account performs now.
05
Key Takeaways
-
01
Count the booking, not the click
Tracking completed bookings in the shared booking system turned a busy-looking account into one with a number the owner can act on.
-
02
Split multi-brand accounts by brand
One campaign per brand showed the dearest brand costing about 2.2 times as much per booking as the cheapest, which a single blended figure would have hidden.
-
03
Volume can hold across seasons
Through winter and into spring, the busiest full month was 39% ahead of the quietest, and monthly cost per booking stayed within about 14%.
-
04
Be honest about what is not tracked
Phone bookings and trip completion sit outside the ads data, so we report online bookings only.
Clean booking tracking and one campaign per brand gave the group 641 completed online bookings at $12 each over 90 days, and a brand-by-brand view of where its budget works hardest.
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