Company Overview
Rapido is a ride-hailing platform offering bike taxis and autos. NYX partnered with Rapido to run Google and Meta performance campaigns focused on a specific growth lever: cross-selling between its bike taxi and auto segments, over a 3-month engagement.
Problems
NYX diagnosed three structural problems limiting Rapido's paid acquisition and cross-sell performance:
Disjointed campaigns across Google & Meta Ads
Disjointed campaigns on Google and Meta Ads resulted in inefficient budget allocation and inconsistent messaging, leading to fragmented user experiences across platforms.
Ineffective cross-selling strategy for bike and auto segments
A lack of personalized recommendations and disjointed marketing strategies failed to identify users with potential cross-buying intent, leading to missed revenue opportunities and lower engagement.
Regional demand variations were not utilized
Google and Meta campaigns did not dynamically adjust targeting based on high-demand locations, leaving city-level demand signals on the table.
NYX Solution
NYX rebuilt the campaign structure around Campulse addressing budget allocation, cross-sell targeting, and location-level demand together.
City-Based Budget Shifts
Created city-based ad groups for better tracking and budget allocation, replacing the disjointed, undifferentiated campaign structure.
Hyper-Local Pricing Optimization
Adjusted ad messaging to reflect city-specific price sensitivities and promotional offers.
Personalized Cross-Sell Campaigns
Retargeted users who frequently booked bikes with auto ride discounts, and vice versa, using historical booking data to improve click-through rates and drive more conversions with optimized messaging.
Multi-Platform Retargeting Based on Ride Behavior
Personalized display ads were served based on whether a user had previously cancelled or completed a ride, tailoring the retargeting message to actual ride behavior rather than relying on generic remarketing.
For a multi-service ride-hailing platform, this approach connected budget allocation, geographic targeting, cross-sell logic, and ride-behavior-based retargeting into a unified strategy. City-level budget shifts, hyper-local pricing adjustments, cross-sell targeting, and behavioral retargeting worked together to improve campaign efficiency.
This enabled Rapido to shift spend toward high-demand cities and surface the most relevant cross-sell offer bike or auto without relying on manual, city-by-city campaign management.
Business Impact
Over the 3-month engagement, Rapido saw stronger cross-sell conversion and daily engagement, alongside a meaningfully cheaper Google CPC.
NYX helped Rapido strengthen cross-sell between its bike taxi and auto services, driving greater user engagement and more efficient customer acquisition. The strategy increased auto bookings from bike users by 22%, grew Daily Active Users by 19%, and reduced Google CPC by 32%, improving both growth and marketing efficiency.
Key TakeAway
By unifying city-level budget allocation, hyper-local pricing, and behavior-based cross-sell targeting under Campulse AI, NYX turned Rapido's bike and auto segments from two disjointed campaigns into a single engine, driving cheaper clicks, more cross-sold auto bookings, and higher daily engagement at once.
