{"id":51505,"date":"2025-10-29T09:20:38","date_gmt":"2025-10-29T09:20:38","guid":{"rendered":"https:\/\/bird.marketing\/?post_type=case-study&#038;p=51505"},"modified":"2025-10-29T10:10:07","modified_gmt":"2025-10-29T10:10:07","slug":"micabi","status":"publish","type":"case-study","link":"https:\/\/bird.marketing\/case-studies\/micabi\/","title":{"rendered":"Micabi"},"featured_media":51518,"template":"","format":"standard","meta":{"_acf_changed":false},"tags":[],"city":[642],"industry":[878],"platform":[638],"service":[635,872,873,875,876,628,627,863,865,874,731,629,634],"class_list":{"0":"post-51505","1":"case-study","2":"type-case-study","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"city-london","8":"industry-small-business","9":"platform-woocommerce","10":"service-digital-marketing","11":"service-link-building","12":"service-local-seo","13":"service-mobile-seo","14":"service-on-page-seo","15":"service-ppc","16":"service-seo","17":"service-seo-audits","18":"service-seo-consulting","19":"service-seo-migration","20":"service-technical-seo","21":"service-web-design","22":"service-support"},"acf":[],"subtitle":"Web Design, SEO & PPC For Local Taxi Company in Woking","_subtitle":"field_678a97fb627ae","client_name":"Micabi","_client_name":"field_678a981c627af","client_logo":"51506","_client_logo":"field_678a9830627b0","images":["51530","51524","51512","51536"],"_images":"field_678a983c627b1","client_background":"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.\r\n\r\nOur objective was clear \u2014 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.","_client_background":"field_678a9876627b2","project_summary":"<ul>\r\n \t<li>A complete\u00a0<strong>website redesign<\/strong>\u00a0that improved mobile responsiveness and user flow, featuring an integrated\u00a0<strong>online booking system<\/strong>\u00a0and click-to-call functionality.<\/li>\r\n \t<li>Local SEO campaign secured\u00a0<strong>top 3 rankings<\/strong>\u00a0for high-value searches such as\u00a0<em>\u201cWoking taxi,\u201d \u201cairport transfer Woking,\u201d<\/em>\u00a0and\u00a0<em>\u201c24-hour taxi service.\u201d<\/em><\/li>\r\n \t<li>PPC optimisation achieved a\u00a0<strong>34.09% conversion rate<\/strong>, delivering over\u00a0<strong>27,100 conversions<\/strong>\u00a0with a\u00a0<strong>\u00a33.40 cost per conversion<\/strong>\u00a0and\u00a0<strong>3.55% CTR<\/strong>, resulting in highly cost-effective lead generation.<\/li>\r\n \t<li>Implemented a\u00a0<strong>detailed conversion tracking setup<\/strong>, fully integrated with\u00a0<strong>WhatConverts<\/strong>\u00a0to capture lead source data. Custom event tracking was developed for\u00a0<strong>phone clicks, booking form submissions, and quote requests<\/strong>, enabling full visibility across all touchpoints.<\/li>\r\n<\/ul>","_project_summary":"field_678a9886627b3","challenge":"Before partnering with Bird Marketing,\u00a0Micabi\u00a0faced several digital challenges:\r\n<ul>\r\n \t<li>A\u00a0<strong>dated website<\/strong>\u00a0that wasn\u2019t mobile-friendly and lacked booking functionality.<\/li>\r\n \t<li><strong>Minimal local search presence<\/strong>, leading to missed organic traffic opportunities.<\/li>\r\n \t<li><strong>Unstructured PPC campaigns<\/strong>\u00a0with broad targeting, wasting ad spend on irrelevant searches.<\/li>\r\n \t<li><strong>No conversion tracking<\/strong>, making it impossible to identify where leads originated or which campaigns performed best.<\/li>\r\n \t<li><strong>Minimal landing pages<\/strong>\u00a0to target different areas and services in organic search.<\/li>\r\n<\/ul>\r\nThe task was to rebuild Micabi digital foundation to deliver measurable ROI, ensuring marketing spend translated into tangible growth.","_challenge":"field_678a989c627b4","solution":"Bird Marketing implemented a holistic strategy combining UX-led web design, location-focused SEO, and data-driven PPC management.\r\n<h3><strong>Web Design<\/strong><\/h3>\r\n<ul>\r\n \t<li>Delivered a fast, mobile-optimised website with a streamlined booking journey.<\/li>\r\n \t<li>Integrated\u00a0<strong>click-to-call CTAs<\/strong>, booking forms, and clear service navigation to boost conversions.<\/li>\r\n \t<li>Enhanced trust through visible reviews, licensing info, and clear local service coverage.<\/li>\r\n<\/ul>\r\n<h3><strong>SEO<\/strong><\/h3>\r\n<ul>\r\n \t<li>Performed a full\u00a0<strong>keyword audit<\/strong>\u00a0targeting Woking and nearby areas.<\/li>\r\n \t<li>Created\u00a0<strong>geo-optimised landing pages<\/strong>\u00a0for airport transfers, executive cars, and local taxis.<\/li>\r\n \t<li>Improved map visibility via\u00a0<strong>Google Business Profile optimisation<\/strong>\u00a0and consistent local citations.<\/li>\r\n \t<li>Built relevant backlinks to strengthen authority in the regional transport niche.<\/li>\r\n<\/ul>\r\n<h3><strong>PPC<\/strong><\/h3>\r\n<ul>\r\n \t<li>Rebuilt the account structure around\u00a0<strong>location and service-specific ad groups<\/strong>.<\/li>\r\n \t<li>Introduced\u00a0<strong>negative keywords<\/strong>\u00a0and high-intent targeting to reduce wasted spend.<\/li>\r\n \t<li>Launched ad extensions for pricing, service types, and instant call options to improve CTR.<\/li>\r\n \t<li>Achieved a\u00a0<strong>34.09% conversion rate<\/strong>\u00a0and\u00a0<strong>\u00a33.40 cost per conversion<\/strong>, demonstrating outstanding PPC efficiency in a competitive sector.<\/li>\r\n<\/ul>","_solution":"field_678a98b5627b5","results":"<ul>\r\n \t<li><strong>34.09% conversion rate<\/strong>\u00a0and\u00a0<strong>27,100 total conversions<\/strong>\u00a0achieved through PPC.<\/li>\r\n \t<li><strong>\u00a33.40 average cost per conversion<\/strong>, maximising ad spend efficiency.<\/li>\r\n \t<li><strong>Top 3 SEO rankings<\/strong>\u00a0for priority local keywords, driving sustained organic growth.<\/li>\r\n \t<li><strong>Consistent increase in bookings and phone enquiries<\/strong>, supported by robust tracking and analytics.<\/li>\r\n \t<li>A\u00a0<strong>modern, conversion-focused website<\/strong> that has positioned Micabi as one of the most visible and trusted taxi services in Surrey.<\/li>\r\n<\/ul>\r\nThe 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.","_results":"field_678a98c3627b6","testimonial_name":"Saf","_testimonial_name":"field_678a98f9627b7","testimonial_job_title":"Owner","_testimonial_job_title":"field_678a9918627b8","testimonial":"Great stuff, worked with them on a few projects.","_testimonial":"field_678a9926627b9","project_link":"https:\/\/micabi.co.uk\/","_project_link":"field_678a9931627ba","_yoast_wpseo_title":null,"_yoast_wpseo_focuskw":null,"_yoast_wpseo_metadesc":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Micabi - Bird Marketing<\/title>\n<meta name=\"description\" content=\"Discover how we helped Micabi achieve results through tailored digital marketing strategies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bird.marketing\/case-studies\/micabi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Micabi - 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