Driving Efficiency at Scale: Reduced Cost per Car Allocation by 45% for India’s largest professionally managed fleet operator | Everest Fleet

About the Brand

Everest Fleet, founded in 2016, is India’s largest professionally managed fleet operator, powering over 18,500 vehicles across seven metro cities. As Uber India’s key partner, it provides driver-partners with flexible rental models, tech-enabled support, and efficient fleet operations. Backed by $30M investment from Uber in 2023 and subsequent funding rounds, Everest is rapidly scaling its CNG and EV fleet to lead the shift toward sustainable urban mobility while driving profitable growth.

Marketing Objective

Increase enquiries by 20% while maintaining the cost per enquiry below Rs 5,000.
Increase opportunities to 100 per month.
Increase and maintain an average of at least 10 bookings per month.

Audience Insights

High-Intent Lead: Run targeted campaigns across digital to generate high quality leads .
Scale Fleet: Drive consistent growth by achieving 200+ monthly vehicle allotments.
Champion Green Mobility: Accelerate adoption of EVs and CNG vehicles.

Strategy & Approach

Refining Audience Quality for Higher Conversions

Google: We moved away from generic hiring keywords and where people were interested but weren’t eligible & leveraged tightly refined keyword sets on Google Search to tap into job-ready drivers actively seeking opportunities.

This strategy directly targeted high-intent individuals who were actively searching for terms like “Uber car lease” or “cab driver hiring,” signaling their readiness to convert.

We also deployed Google Performance Max to reach untapped yet eligible audiences, engaging a mix of active and passive prospects through various channels like YouTube, Gmail, and Display networks

Call-only ad formats were also used to cater to audiences who prefer immediate interaction, enabling a faster transition from interest to allotment

Meta: We drafted multiple communications with clear focus on eligibility criterias to ensure that the users read the eligibility criterias & then filled the leads. This enabled us improve interested to allotted ratios significantly.

Eliminating Duplicate Leads & Maximizing Efficiency

Audience Exclusion: We leveraged our first-party data to create custom audiences of all individuals who had submitted a lead form across Meta lead-gen ads, website conversion campaigns & google ads in the last 60 days.

This strategy prevented our ads from being shown to users who had already filled in their details over the last 60 days, ensuring our ad spend focused on acquiring new, unique leads rather than on redundant submissions.

Impact

Lead Quality Improved: Cost per unique lead decreased by 16%, from ₹37 in Feb to ₹31 in April.
Better Conversions: Cars allotted increased by 20%, from 193 in Feb to 231 in April – achieved with lower spend.
Cost Efficiency: Cost per car allotted decreased by 45%, from ₹8,249 in Feb to ₹4,494 in April.