Taxi Marketing Report
June 2025 Analysis – Performance Comparison: June vs May 2025
July 1, 2025 | Prepared by: Digiad Agency
Executive Summary
Taxi marketing campaign for June 2025 demonstrates strong growth and momentum compared to May 2025 performance. Total conversions increased by an impressive 16.34%, from 606 to 705, while impressions grew by 27.86% (29,105 vs 22,761) and clicks increased by 14.93% (2,447 vs 2,129). This substantial growth in both traffic and conversions indicates the campaign’s expanded reach and effectiveness, successfully building upon May’s quality-focused strategy with increased volume while maintaining strong conversion metrics.
Cost efficiency metrics show continued improvement, with cost per conversion decreasing by 11.28% from £3.90 to £3.46, despite a modest 3.20% increase in total ad spend (£2,437.84 vs £2,362.22). The campaign achieved a marginally improved conversion rate of 28.79% compared to May’s 28.46% (+1.16%), while maintaining a stable CPC. These metrics demonstrate the campaign’s ability to scale up volume while simultaneously improving cost efficiency—a notable achievement in digital marketing performance.
At the location level, Berkhamsted continues to lead with 175 conversions (a 19.73% increase from May’s 146.16), while Hemel achieved the highest conversion rate at 43.35% with 101 conversions. Luton showed substantial growth with 114 conversions, an increase of 7.55% from May. The campaign’s regional performance demonstrates strong results across multiple locations, with notable improvements in both high-volume areas like Berkhamsted and previously underperforming locations like St Alban Harp, which saw a 31.43% increase in conversions (46 vs 35).
Analysis of conversion channels reveals that phone-based interactions continue to dominate, accounting for 98.01% of all conversions. Calls from Ads showed significant growth at 24.94% (521 vs 417), while the Call Us Now Button saw a slight decrease of 0.56% (177 vs 178). Online bookings remained steady at 7 conversions, matching May’s performance but showing a shift in distribution across locations—with Berkhamsted leading digital conversions. The consistently high reliance on phone conversions suggests an opportunity to further develop and optimize the online booking pathway while maintaining the strong phone-based conversion system.
Key Performance Metrics: June vs May 2025
705
Conversions (vs 606)
+16.34%
29,105
Impressions (vs 22,761)
+27.86%
2,447
Clicks (vs 2,129)
+14.93%
£3.46
Cost per Conversion (vs £3.90)
-11.28%
£2,437.84
Total Spend (vs £2,362.22)
+3.20%
Key Insight: The campaign shows strong growth momentum with significant increases in conversions (+16.34%), impressions (+27.86%), and clicks (+14.93%), while simultaneously improving cost efficiency with an 11.28% reduction in cost per conversion.
Detailed Performance Metrics
| Metric | May 2025 | June 2025 | Change |
|---|---|---|---|
| Total Conversions | 606 | 705 | +16.34% |
| Total Impressions | 22,761 | 29,105 | +27.86% |
| Total Clicks | 2,129 | 2,447 | +14.93% |
| Click-Through Rate (CTR) | 9.35% | 8.41% | -10.05% |
| Average CPC | £1.11 | £1.00 | -9.91% |
| Total Spend | £2,362.22 | £2,437.84 | +3.20% |
| Cost per Conversion | £3.90 | £3.46 | -11.28% |
| Conversion Rate | 28.46% | 28.79% | +1.16% |
Key Insight: June 2025 shows significant growth in conversions, impressions and clicks, while maintaining strong efficiency with reduced cost per conversion. The slight decrease in CTR is offset by the overall improvement in conversion metrics and cost efficiency.
Location Performance Analysis
Top Performing Locations
- Berkhamsted: 175 conversions, 41.27% conversion rate
Consistent strong performance, similar to May (175 vs 176) - Hemel: 101 conversions, 43.35% conversion rate
Highest conversion rate, +12.5% conversions vs May (101 vs 89) - Luton: 114 conversions, 22.27% conversion rate
High volume with +7.5% increase vs May (114 vs 106)
Performance Insights
- Overall Growth: Total conversions increased by 16.34% from May (705 vs 606)
- Ashridge Improvement: Increased from 82 to 86 conversions (+4.88%) with significantly improved efficiency
- Berkhamsted Consistency: Maintained high performance with nearly identical conversion volumes (175 vs 176)
- Hemel Excellence: Highest conversion rate at 43.35%, improving from 34.23% in May (+26.64%)
- Watford Turnaround: Improved from 33 to 41 conversions (+24.24%) with better conversion rate (28.08% vs 24.09%)
Recommendation: Continue focusing budget on Berkhamsted, Hemel and Luton which together account for 390 conversions (55.32% of total) while maintaining the improved performance in Ashridge and Watford.
Conversion Channels Analysis
June 2025 Channel Distribution
| Channel | Conversions | Percentage of Total |
|---|---|---|
| Calls from Ads | 521 | 73.90% |
| Call Us Now Button | 177 | 25.11% |
| Book Online Form | 7 | 0.99% |
Key Insight: Phone-based conversions (Call Us Now Button + Calls from Ads) account for 98.01% of all conversions in June 2025, with calls directly from ads being the dominant channel.
Month-over-Month: Conversion channel distribution remains consistent with May 2025, indicating user behavior and journey patterns are stable.
Note: Berkhamsted continues to lead in conversions across all channels, with particularly strong phone-based performance. Luton shows significant improvement in Call Us Now Button engagement.
Summary & Next Steps
Key Achievements: June 2025
- Strong Conversion Growth: +16.34% (705 vs 606 in May)
- Improved Cost Efficiency: -11.28% (£3.46 vs £3.90 per conversion)
- Increased Market Reach: +27.86% impressions (29,105 vs 22,761)
- Consistent Conversion Rate: 28.79% (+1.16% vs May)
Next Steps: July 2025 Optimization
- Expand Top Keywords: Allocate additional budget to high-performing Hemel and Berkhamsted keywords based on search terms report
- Optimize Ad Scheduling: Adjust ad scheduling based on best-performing times for Luton and Kings locations
- Boost Online Bookings: Enhance landing page design for online booking channel to improve low conversion rates
- Watford & St Alban Focus: Improve targeting and ad copy for Watford and St Alban Harp to address high cost per conversion
Additional Resources
Search Terms & Organic Rankings Spreadsheet (Includes SEO rankings for Hemel & Berkhamsted)
Prepared by Digiad Agency | eric@digiadagency.co.uk