Mediative’s client, a leading Quebec insurance broker, had a goal to get as many new enquiries as possible for the lowest CPA while focusing on certain verticals. As businesses in the insurance industry know, earning a spot in the search engine results (whether organic or paid) for keywords related to this industry can be difficult, if not impossible without an endless budget. Insurance CPCs are very high and there is a lot of competition. With our client’s budget being at the lower end, we had to get creative to compete!
The client wanted to prioritize new traffic in tandem with a brand campaign, intended to maintain a small presence for people searching for their brand.
In order to capture the most calls from new customers at the lowest CPA, we started by expanding the keyword list, thinking about more specific items and products that people want to insure within each vertical, such as Sea-Doo, construction worksite, etc. We moved away from highly competitive generic search terms with high CPCs and low conversion rates to focus on specific high converters terms. We have also optimized the messages in the ad copy, testing different headlines, and creating new ads with variations based on the ads that were performing better.
Once the campaigns had been optimized for maximum performance, the client saw the best CPA in 4 years – a year-over-year CPA decrease of 35% across all campaigns!
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