−41% cost per booked ride, without raising the media budget.
Regal Black ran corporate and event work out of a spreadsheet. Leads from Meta sat in comments and DMs until someone remembered to copy them across. Follow-up depended on who was on shift.
Corporate work is the part of this business worth defending: it repeats, it books in advance and it is far less price-sensitive than a one-off. But a corporate enquiry and a single event booking entered the spreadsheet the same way, so the most valuable enquiries got the same treatment as everything else.
Cost per booked ride was treated as a monthly guess. There was no stage for a qualified corporate enquiry, and no cadence once a quote went unanswered — a quote that got no reply simply stopped, rather than being chased.
Moved the pipeline out of the spreadsheet
One GoHighLevel pipeline for corporate, airport and event work, with stages that match how the dispatcher actually books a car. The stages describe the real sequence — quoted, confirmed, assigned, completed — so nothing sits in an ambiguous middle state.
Closed Meta into the CRM
Lead forms, Messenger and click-to-call land in the same record. Missed-call text-back and a two-touch follow-up sequence run without a human starting them, so an unanswered quote gets chased on a schedule instead of whenever someone remembers.
Rebuilt creative around booked rides
Offers and audiences judged on cost per completed booking imported from the CRM, not on cheapest lead. Creative that produced a high volume of cheap enquiries which never converted could finally be identified as the expensive option it was.
Weekly budget against the expensive jobs
Spend moved toward the creative and audiences that produced completed rides, not form fills. The budget stayed the same size; what changed was which audiences it was allowed to reach.
Every enquiry landed in one place with a stage attached, so a corporate lead could be treated as a corporate lead rather than a row in a spreadsheet. The follow-up happened whether or not anyone remembered to do it.
Once completed bookings were imported back into the ad account, the cost of a booked ride became a number the media could be steered by instead of a monthly guess. That is why the cost fell on a media budget that was deliberately held flat.