Micabi
Web Design, SEO & PPC For Local Taxi Company in Woking
Project Overview
Micabi, a trusted local taxi company, approached Bird Marketing to modernise its digital presence and drive consistent bookings through web, SEO, and PPC channels. The existing website was dated, unresponsive, and lacked proper conversion tracking, making it difficult to measure true marketing performance.
Our objective was clear — to rebuild the website with a focus on local SEO visibility, enhance the booking experience for customers, and launch high-performing PPC campaigns to capture immediate, high-intent traffic from users searching for reliable taxis in and around Woking.
Project Highlight
- A complete website redesign that improved mobile responsiveness and user flow, featuring an integrated online booking system and click-to-call functionality.
- Local SEO campaign secured top 3 rankings for high-value searches such as “Woking taxi,” “airport transfer Woking,” and “24-hour taxi service.”
- PPC optimisation achieved a 34.09% conversion rate, delivering over 27,100 conversions with a £3.40 cost per conversion and 3.55% CTR, resulting in highly cost-effective lead generation.
- Implemented a detailed conversion tracking setup, fully integrated with WhatConverts to capture lead source data. Custom event tracking was developed for phone clicks, booking form submissions, and quote requests, enabling full visibility across all touchpoints.
Challange
Before partnering with Bird Marketing, Micabi faced several digital challenges:
- A dated website that wasn’t mobile-friendly and lacked booking functionality.
- Minimal local search presence, leading to missed organic traffic opportunities.
- Unstructured PPC campaigns with broad targeting, wasting ad spend on irrelevant searches.
- No conversion tracking, making it impossible to identify where leads originated or which campaigns performed best.
- Minimal landing pages to target different areas and services in organic search.
The task was to rebuild Micabi digital foundation to deliver measurable ROI, ensuring marketing spend translated into tangible growth.
Solution
Bird Marketing implemented a holistic strategy combining UX-led web design, location-focused SEO, and data-driven PPC management.
Web Design
- Delivered a fast, mobile-optimised website with a streamlined booking journey.
- Integrated click-to-call CTAs, booking forms, and clear service navigation to boost conversions.
- Enhanced trust through visible reviews, licensing info, and clear local service coverage.
SEO
- Performed a full keyword audit targeting Woking and nearby areas.
- Created geo-optimised landing pages for airport transfers, executive cars, and local taxis.
- Improved map visibility via Google Business Profile optimisation and consistent local citations.
- Built relevant backlinks to strengthen authority in the regional transport niche.
PPC
- Rebuilt the account structure around location and service-specific ad groups.
- Introduced negative keywords and high-intent targeting to reduce wasted spend.
- Launched ad extensions for pricing, service types, and instant call options to improve CTR.
- Achieved a 34.09% conversion rate and £3.40 cost per conversion, demonstrating outstanding PPC efficiency in a competitive sector.
Visual Results
Great stuff, worked with them on a few projects.
Saf OwnerThe Results
View Website- 34.09% conversion rate and 27,100 total conversions achieved through PPC.
- £3.40 average cost per conversion, maximising ad spend efficiency.
- Top 3 SEO rankings for priority local keywords, driving sustained organic growth.
- Consistent increase in bookings and phone enquiries, supported by robust tracking and analytics.
- A modern, conversion-focused website that has positioned Micabi as one of the most visible and trusted taxi services in Surrey.
The collaboration between Bird Marketing and Micabi has transformed a traditional taxi service into a data-driven local brand with measurable digital success. Our partnership proved so successful that it led to us collaborating on three additional websites for MiCabi.
