Case Study

B&W Cabs


The Problem

Black and White Cabs faced two main challenges: difficulty in finding enough cab drivers to meet customer demand and generating sufficient website traffic. These challenges resulted in lost revenue opportunities and reduced competitiveness in the market. To address these issues, they needed to attract quality drivers to join their fleet and increase their online visibility to generate more customer demand for their services.

The Approach

Our approach to helping Black & White Cabs generate leads for driver recruitment involved several key strategies:

First, we identified new opportunities across platforms and launched ads and promotions to increase visibility for their services. Second, we ran a TV commercial alongside a social media marketing campaign to promote their cab services to potential customers. Third, we created ‘Operator lead’ campaigns across regional and metro locations, utilising geo-targeting to reach a wider audience. Fourth, we targeted the top and bottom of the marketing funnel to drive both leads and website traffic, building brand awareness alongside lead generation. Finally, we introduced custom audiences to better target potential drivers and increase the efficiency of our lead generation efforts.


Driver Leads





The Result

  • 957 driver leads generated from November 10th, 2022 to February 19th, 2023
  • $11,590.71 spent on media
  • Cost per Acquisition (CPA) of $12.11: The customer service CPA industry benchmark is $31.11 and the Auto CPA industry benchmark is $43.84
  • Cost per Click (CPC) of $1.38: The customer service CPC industry benchmark is $3.08 and the Auto CPC industry benchmark is $2.24

These results indicate that the campaign was successful in generating a high number of leads at a low cost compared to industry benchmarks for both CPA and CPC in the customer service and auto industries. In fact, the results were so good that our client asked us to switch our strategy from a driver recruitment campaign to a customer acquisition campaign! Both our team and the client were stoked with these results.