The Problem
Meridian was a well-reviewed limo operator with a clean fleet of 9 vehicles, but inbound demand was unpredictable. Most bookings came from referrals and a thin Google Maps presence. The owner was paying a generalist agency for "SEO + social" with no ROAS reporting, and fleet utilisation was sitting around 38%: every empty Saturday night was lost revenue that couldn't be recovered.
The brief was simple: fill the fleet, prove the spend.
The Approach
I rebuilt the marketing stack around search intent: when someone types "airport limo" at 2am, you either show up first or you don't exist. The plan ran across four channels with very different jobs.
Google Search Ads carried the funnel. I rebuilt every campaign around match-type discipline. exact-match for high-intent ("book limo near me", "wedding limo [city]"), phrase-match for the long tail, and aggressive negatives to kill prom-night clickbait. Every campaign was geo-fenced to a 35-mile service radius.
Local SEO + GMB was the moat. We rebuilt the Google Business Profile, added every service category, ran a structured review-request flow after each ride, and pushed the rating from 4.2 → 4.8 across 312 new reviews in 9 months.
Meta Retargeting caught the people who clicked the ad but didn't book. wedding planners, executive assistants, repeat fliers. Lookalike audiences off the booking pixel did the prospecting.
The Outcome
By month 8, Meridian added two SUVs and a stretch to keep up with demand. The reactivation flow. a quarterly SMS to corporate accounts and frequent-flier customers. alone generated 22% of bookings at a $2.10 cost per booking. We retired the old agency, brought reporting into Looker Studio, and the owner now sees ROAS by campaign every Monday morning.