About the brand

Uber Boat by Thames Clippers is a leading river transport service in London, offering a seamless and scenic way to navigate the city. As a hybrid between transport and tourism, it serves both daily commuters and visitors, providing an experience that combines efficiency with iconic views of London’s landmarks.

With a partnership spanning approximately six years, we have worked closely with Uber Boat by Thames Clippers to help them achieve their goals and strengthen their market position. In 2024, our focus was on maximising the impact of their PPC campaigns to deliver exceptional results.

The Challenge

Uber Boat by Thames Clippers sought to strengthen its market position and maximise the effectiveness of its PPC campaigns. Key objectives included:

• Demonstrating the potential for greater growth through a refined digital strategy.
• Enhancing brand awareness and positioning the service as a unique “attraction” experience.
• Reducing reliance on seasonal demand, as summer months traditionally drove the bulk of sales.
• Increasing conversions and average order value through a more streamlined customer journey.

What’s more, the brand also faced a legacy challenge: standing out against other transport options in London, particularly those offering lower-cost alternatives.

The Solution

Achieving Uber Boat by Thames Clippers’ ambitious goals required a fresh perspective on their PPC strategy—one that seamlessly integrated technical expertise with a deep understanding of their dual transport and tourism offering. Here’s how we brought this vision to life:

Transforming the digital journey

Understanding that the customer journey begins long before the first ticket purchase, we collaborated closely with Uber Boat by Thames Clippers to elevate their online experience. Our role focused on recommending key improvements to the landing pages, such as enhancing menu navigation and highlighting premium ticket options like the Hop-on Hop-off pass and two-day passes.

These suggestions were part of a wider team effort, with Uber Boat by Thames Clippers implementing optimisations that aligned with our shared vision. Together, we aimed to inspire customers to see more than just a ride. The goal was clear: to shift the focus beyond single-ticket purchases, driving higher-value conversions while delivering a sense of adventure and exclusivity.

Crafting campaigns that resonate

As the summer months brought a surge of interest, we tapped into these opportunities with precision. Strategic branded search optimisation ensured Uber Boat by Thames Clippers remained top-of-mind for those actively seeking their services. Simultaneously, carefully designed non-branded campaigns allowed us to reach new audiences unfamiliar with the brand.

The ad copy was a critical piece of the puzzle. We tailored messages to highlight Uber Boat by Thames Clippers as more than a way to get from A to B—positioning it as an attraction in its own right. Testing and refining these messages continuously, we uncovered insights that drove higher click-through rates and significantly improved conversion metrics.

Leveraging insights to drive value

Data became the backbone of our strategy, revealing opportunities to reframe Uber Boat by Thames Clippers as an experience rather than a mere transport option. This shift allowed us to promote ticket bundles and upselling opportunities, boosting the average order value. Moreover, by fine-tuning targeting and messaging, we expanded the brand’s appeal beyond the busy summer months, creating consistency in sales year-round. This approach ensured that no opportunity went untapped, regardless of the season.

The Results

• Revenue Growth: From March 2024 to October 2024, Uber Boat by Thames Clippers saw an impressive increase of £285,872 (+91.94%) compared to the same period in 2023.
• ROAS: The return on ad spend (ROAS) for 2024 reached 10.44, a monumental improvement from the already-impressive ROAS of 7.28 achieved in 2023.
• Improved Conversion Metrics: Higher CTR and improved conversion rates (+7%) were achieved through better ad targeting and streamlined customer journeys.

These results validated the potential of an expanded budget, building client confidence in trialling new approaches, such as video creatives planned for the following year.

Uber Boat by Thames Clippers continues to strengthen its position as a top choice for both transport and tourism, with these PPC results forming a crucial part of a broader omnichannel success story.

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