Grab Super App - Performance Marketer
Vidisha Bareja
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Posted Mar 18, 2025
Reduced CAC by 30% in 3 weeks and increased new consumer traffic by 35% by optimizing geo-targeted campaigns, travel-focused keywords, and search term negation
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Timeline
Jul 18, 2024 - Nov 18, 2024
Clients
Grab
Objective:
The primary goal was to reduce customer acquisition cost (CAC) while acquiring new customers across three key categories—food delivery, taxi service, and grocery delivery. The target market was South Asia, with a specific focus on travelers.
Strategy & Implementation:
To optimize performance, I developed separate campaigns for each category, ensuring geo-specific targeting to maximize relevance. For the taxi service segment, I implemented a strategy of targeting travelers searching for transportation in specific destinations, such as bidding on keywords like “Thailand taxi app” for users in Singapore. Additionally, I conducted frequent search term negation to eliminate irrelevant traffic and improve efficiency.
Results:
This structured approach led to a 30% reduction in CAC within three weeks while increasing new consumer traffic by 35%, successfully driving growth in the target market.