Structural growth in a market where every provider competes for the same search demand
De Taxi Academie helps future and active taxi drivers obtain their taxi licence, theory certificates, practical exam preparation and tram lane exemption.
The market is highly competitive. Almost every provider targets the same search terms, speaks to the same audience and competes for candidates who are often comparing multiple options before they register.
That creates a clear challenge.
Growth cannot depend only on higher bids. In a market where paid search is crowded, the winning system needs stronger structure, sharper intent targeting and better follow up across channels.
Together with Sandstone, De Taxi Academie developed a scalable performance marketing system designed to create a constant flow of new candidates while keeping acquisition costs under control.
The challenge
Google Ads competition in the taxi education market is intense.
Search terms such as taxi course, taxi licence, become a taxi driver and taxi driver licence are targeted by many providers. As a result, costs can rise quickly and visibility becomes harder to maintain.
For De Taxi Academie, the challenge was not just to generate more clicks.
The real goal was to increase impression share, capture high intent demand and turn more visitors into registrations without letting cost per acquisition grow too fast.
In this market, efficiency matters as much as reach.
The approach
Sandstone started by building a full funnel acquisition strategy across Google Search, Meta Ads and TikTok Ads.
Each channel had a clear role.
Google Search focused on active demand. These were candidates already searching for taxi education, licences, exams or training options.
Meta and TikTok helped the brand stay visible during the orientation phase. These channels supported recognition, retargeting and repeated exposure before candidates made a decision.
Remarketing campaigns were used to re engage visitors who had shown interest but had not yet registered.
The result was not a loose collection of campaigns.
It became one connected acquisition system.
What we built
1. Search campaigns built around intent
The campaign structure was rebuilt around high intent keyword clusters.
Instead of treating every search as equal, campaigns were grouped by the candidate’s likely decision stage and the commercial value of the query.
This gave more control over budget, bids and ad relevance.
2. Stronger ad messaging
Ad copy was continuously improved based on search intent, course relevance and conversion signals.
The goal was to make every ad clearer, more specific and more useful for the candidate.
In a market where many providers look similar, message clarity becomes a performance advantage.
3. Landing page optimisation
Traffic alone does not create growth.
Landing pages were reviewed and optimised to reduce friction, improve relevance and make the next step clearer.
This helped increase the efficiency of existing traffic instead of relying only on more media spend.
4. Full funnel remarketing
Not every candidate registers on the first visit.
Remarketing campaigns were used to reach people again during their decision process. This supported trust, recognition and conversion across multiple touchpoints.
Google Search captured intent. Meta and TikTok supported recall. Remarketing helped close the gap between interest and action.
The results
In May 2026, the campaigns delivered:
65,494 ad impressions
3,202 clicks
69 conversions
8.26 ROAS
4.89% CTR
More than 113,000 additional impressions through Meta Ads
The combination of search advertising, social visibility and remarketing created a stable flow of new candidates at competitive acquisition costs.
The impact
De Taxi Academie now has a scalable acquisition system that attracts new candidates every day across multiple marketing channels.
The brand remains visible on the most important searches in the taxi education market while reducing dependency on constantly increasing ad budgets.
By continuously optimising search intent, ad relevance, impression share and conversion performance, De Taxi Academie can grow with more control.
In a market where many providers compete for the same demand, the strongest result does not come from bidding the highest.
It comes from building the smartest system.
Emre | Founder of De Taxi Academie
“Success in taxi education is not about the highest bid. It is about the smartest strategy.”
Next step
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