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Case study · Travel and tourism

Next Cab: route-wise Google Search at ₹48 to ₹763 per conversion, and what moved the budget

Outstation cab and taxi service. Google Ads. Window: 10 Jan 2024 – 13 Oct 2026 (all time).

Updated 20 Oct 2026 · Written and reviewed by Abhishek Gupta · 4 screenshots read on 20 Oct 2026 · Named with the client’s consent

The short version

Next Cab, an outstation cab service, has spent ₹13.5L on Google Ads from 10 Jan 2024 to 13 Oct 2026 across 65 campaigns, for 54,909 clicks and 9,278 recorded conversions at ₹145.34 blended. Route-wise campaigns range from ₹48 per conversion (Uttarakhand packages) to ₹763 (call-only), which is why budget follows the route.

  • ₹13.5LGoogle Ads cost, 65 campaignsJan 2024 – Oct 2026
  • 9,278conversions recorded₹145.34 blended each
  • ₹48cost per conversion on the best routeUttarakhand packages · 1,184 conversions
  • 54,909clicks10.28% CTR
Client
Next Cab, outstation cab and taxi
Industry
Travel and tourism (cab and transport)
Channel
Google Ads: Search and Performance Max
Window
10 Jan 2024 – 13 Oct 2026
Cost in window
₹13,48,482.00 across 65 campaigns
Clicks · CTR · average CPC
54,909 · 10.28% · ₹24.56
Bid strategies visible
Maximize conversions, Target CPA, Maximize clicks, Manual CPC
The challenge

What Next Cab needed.

Next Cab takes outstation and tourist bookings across Delhi NCR, the hills and the pilgrimage circuits. People searching for a cab on a given route are ready to book, but the cost of winning that click varies widely by route.

How the account is built

What the screenshots show.

Four screenshots show an account built route by route.

  • One Search campaign per route or service. Haridwar–Rishikesh, Shimla–Manali, Mathura–Vrindavan, Agra, Jaipur, Char Dham, Khatu Shyam, outstation taxi, Innova and Tempo Traveller. Spend can move between routes without touching the rest.
  • Package and generic campaigns alongside. “Leads-Search-uttarakhand-package” and Performance Max campaigns (generic, GMB and route-based).
  • Bid strategies are tested on purpose. The screenshot shows Maximize conversions, Target CPA, Maximize clicks and Manual CPC side by side, so each can be compared on a like-for-like route.
  • Search lost impression share to budget on some routes (up to 53.28% on one), which tells us where more budget would buy more clicks.
Cost per recorded conversion by campaign, campaigns with 40+ conversionsScreenshots 1–3 · 18 campaigns · lower is better
  1. Balistro_Pmax_Generic₹7.25
  2. Leads-Search-uttarakhand-package₹48.00
  3. SG, Shimla & Manali_Cab_Service₹58.94
  4. Leads-Performance Max-9₹74.60
  5. SG, Haridwar & Rishikesh_Cab_Service₹84.58
  6. GMB-Performance Max-Nextcab₹101.07
  7. SG, Innova Cab Service, 6th September 2026₹132.64
  8. Balistro_Search_Generic₹155.86
  9. Outstation Taxi services 6th September 2026₹165.96
  10. Jaipur taxi₹166.41
  11. SG, Chardham_Cab_Service₹172.27
  12. GA-DSA-Traffic₹202.95
  13. SG_Mathura_Vrindavan_Cab_Service₹264.03
  14. SG_Khatushyamji_Cab_Service₹337.82
  15. Delhi Haridwar taxi₹372.51
  16. Baistro_Search_Agra₹476.03
  17. Delhi darshan₹525.31
  18. SG_CallOnly_Cab_Service₹763.19

Conversions are as the account records them. The conversion actions are not visible in the screenshots, so compare routes with each other rather than reading the figure as a cost per booking.

Results

The numbers, row by row.

Each row names its definition and the screenshot it comes from.

Next Cab results ledger

Read from the screenshots below

Next Cab results ledger: measure, value, definition and evidence
MeasureValueHow it is definedEvidence
Cost · campaigns₹13,48,482.00 · 65Account total, all time (10 Jan 2024 – 13 Oct 2026)Screenshot 1
Clicks · impressions · CTR54,909 · 5,34,098 · 10.28%Account totalsScreenshot 1
Average CPC₹24.56Account totalScreenshot 1
Conversions · blended cost per conversion9,278 · ₹145.34As recorded in the account (15.79% conversion rate)Screenshot 1
Best route: Uttarakhand packages1,184 conversions at ₹48.00₹56,832.60 cost; conversion rate 64.70%Screenshot 1
Shimla and Manali1,291 conversions at ₹58.94₹76,086.10 cost; Maximize conversionsScreenshot 1
Haridwar and Rishikesh953 conversions at ₹84.58₹80,606.78 cost; Target CPAScreenshot 1
Largest campaign: Innova cab service2,518 conversions at ₹132.64₹3,33,996.08 cost, the largest single campaignScreenshot 1
Generic Performance Max (“Balistro_Pmax_Generic”)244 conversions at ₹7.25₹1,769.18 cost; CPC ₹4.02; read with care, see belowScreenshot 3

Results come from a real client account and vary by business, offer, budget and market. They are not a guarantee of what you will get.

Straight talk

What did not work.

A case study that shows only the winners is an advert. These are the misses.

  • Call-only campaigns were the dearest route. “SG_CallOnly_Cab_Service” spent ₹39,685.73 for 52 conversions, ₹763.19 each, more than five times the account’s blended ₹145.34.
  • Sightseeing and long-tail routes cost over ₹470. “Delhi darshan” cost ₹525.31 per conversion on ₹92,979.85 of spend, and Agra and Golden Triangle campaigns were at ₹476.03 and ₹656.41.
  • Target CPA did not rescue every route. Haridwar–Rishikesh on Target CPA is at ₹84.58, but Mathura–Vrindavan and Agra on Target CPA are at ₹264.03 and ₹476.03. The bid strategy needs enough conversion history on a route to work.
  • The ₹7.25 Performance Max conversion cost looks too good. A 53% conversion rate on a Performance Max campaign usually means a low-value action is counted. We treat it as a signal to check the conversion set-up, not as a result to copy.
Next

What we would do next.

  1. Move budget from routes above about ₹300 per conversion to the routes below ₹100, within the limits of how many people search each route.
  2. Check which conversion actions the account records, and weight them (a booked call is worth more than a page view).
  3. Raise budgets on routes where Search impression share is lost to budget, and keep call-only on a capped test budget.
The evidence

4 screenshots, as captured.

Open any image full size. Under each one is a text version of the rows we used.

Screenshot 1 of 4Google Ads · Next Cab (Google Ads) · All time: Jan 10, 2024 – Oct 13, 2026
Google Ads campaign table for Next Cab, 65 campaigns, total cost ₹13,48,482 and 9,278 conversions, with route-wise Search campaigns for Haridwar, Shimla, Manali, Mathura and Vrindavan
Google Ads, 65 campaigns (2 filters), sorted by cost (top 12). Totals: ₹13,48,482 cost, 54,909 clicks, 5,34,098 impressions, CTR 10.28%, avg CPC ₹24.56, 9,278 conversions at ₹145.34 each.
Read this screenshot as text
CampaignTypeCostClicksCTRAvg. CPCConversionsCost / conv.
SG, Innova Cab Service, 6th September 2026Search₹3,33,996.0810,48514.43%₹31.852518₹132.64
SG_Khatushyamji_Cab_ServiceSearch₹1,60,634.945,90619.24%₹27.20475.5₹337.82
Balistro_Search_GenericSearch₹1,11,751.505,3939.53%₹20.72717₹155.86
Outstation Taxi services 6th September 2026Search₹1,07,211.305,03511.86%₹21.29646₹165.96
Delhi darshanSearch₹92,979.856,43911.29%₹14.44177₹525.31
SG, Haridwar & Rishikesh_Cab_ServiceSearch₹80,606.781,93513.35%₹41.66953₹84.58
SG, Shimla & Manali_Cab_ServiceSearch₹76,086.102,22618.52%₹34.181291₹58.94
SG_Mathura_Vrindavan_Cab_ServiceSearch₹64,819.811,51617.34%₹42.76245.5₹264.03
Baistro_Search_AgraSearch₹62,836.342,22211.27%₹28.28132₹476.03
Leads-Search-uttarakhand-packageSearch₹56,832.601,8309.64%₹31.061184₹48.00
SG_CallOnly_Cab_ServiceSearch₹39,685.738179.14%₹48.5752₹763.19
Jaipur taxiSearch₹28,123.526967.16%₹40.40169₹166.41

Transcribed from the image above for readers who cannot zoom. The image is the evidence; the table is a reading aid.

Screenshot 2 of 4Google Ads · Next Cab (Google Ads) · All time: Jan 10, 2024 – Oct 13, 2026
Google Ads rows for Next Cab with Char Dham, Golden Triangle and Performance Max campaigns and their cost per conversion
Next campaigns by cost: Delhi–Haridwar taxi, Char Dham, Golden Triangle, Prayagraj, and Performance Max campaigns.
Read this screenshot as text
CampaignTypeCostClicksCTRAvg. CPCConversionsCost / conv.
GA-DSA-TrafficSearch₹20,903.8397915.15%₹21.35103₹202.95
Delhi Haridwar taxiSearch₹16,390.635739.03%₹28.6044₹372.51
SG, Chardham_Cab_ServiceSearch₹16,365.835729.82%₹28.6195₹172.27
Golden Triangle tourSearch₹15,753.845702.69%₹27.6424₹656.41
Balistro_Search_PrayagrajSearch₹9,454.5128515.52%₹33.1726₹363.64
GMB-Performance Max-NextcabPerformance Max₹6,569.421,3074.1%₹5.0365₹101.07
Performance Max – Delhi to VrindavanPerformance Max₹5,513.741,9746.08%₹2.7910₹551.37
Performance Max – Delhi to AgraPerformance Max₹5,096.411,9325.31%₹2.6410₹509.64
Leads-Performance Max-9Performance Max₹3,058.714512.9%₹6.7841₹74.60

Transcribed from the image above for readers who cannot zoom. The image is the evidence; the table is a reading aid.

Screenshot 3 of 4Google Ads · Next Cab (Google Ads) · All time: Jan 10, 2024 – Oct 13, 2026
Google Ads rows for Next Cab with smaller campaigns including a generic Performance Max campaign at ₹7.25 per conversion
Smaller campaigns: Tempo Traveller, Chardham, Himachal tour packages and the generic Performance Max campaign (244 conversions at ₹7.25).
Read this screenshot as text
CampaignTypeCostClicksCTRAvg. CPCConversionsCost / conv.
31026 – Tempo TravelerSearch₹2,496.754214.38%₹59.458₹312.09
Balistro_Search_Kedarnath/ChardhamSearch₹2,447.174312.22%₹56.912₹1,223.58
Balistro_Search_HaridwarSearch₹2,326.934111.99%₹56.752₹1,163.47
Balistro_Pmax_GenericPerformance Max₹1,769.184407.35%₹4.02244₹7.25
Himachal Tour PackagesSearch₹1,676.047520.11%₹22.353₹558.68

Transcribed from the image above for readers who cannot zoom. The image is the evidence; the table is a reading aid.

Screenshot 4 of 4Google Ads · Next Cab (Google Ads) · All time: Jan 10, 2024 – Oct 13, 2026
Google Ads rows for Next Cab showing the long tail of small test campaigns with low spend
Long tail of small campaigns and tests (Kainchi Dham, Khatu Shyam, car rental, Shimla).
Read this screenshot as text
CampaignTypeCostClicksCTRAvg. CPCConversionsCost / conv.
Performance Max – Delhi to Kainchi DhamPerformance Max₹912.983806.03%₹2.403₹304.33
car rentalSearch₹591.823422.22%₹17.414₹147.96

Transcribed from the image above for readers who cannot zoom. The image is the evidence; the table is a reading aid.

FAQ

Questions about the Next Cab results

₹13,48,482.00 between 10 January 2024 and 13 October 2026, for 54,909 clicks and 9,278 recorded conversions.

Each route has different search demand, competition and conversion rate. Uttarakhand packages and Shimla–Manali convert well; call-only and sightseeing routes cost several times more per conversion.

It is whatever the account is set to count. The screenshots do not show the conversion actions, so we compare routes with each other and do not present the figure as a cost per booking.

So each route has its own budget, keywords and bid strategy, and money can move to the routes that earn it. A single shared campaign hides which routes work.

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