How Dynamic Ads Doubled Leads for a Leading Insurance Broker
The client is a leading niche insurance provider in the UK, specialising in hard-to-insure products.
With over £1 million in annual ad spend, their Google Ads account was crucial for acquiring new customers but had become unwieldy and inefficient over time.
Google Account Challenges:
A complex campaign structure with 30+ campaigns competing against each other drove up costs
High cost-per-click (CPC) and cost-per-lead (CPL)
Difficult for the client's in-house team to manage and optimise
Google Campaign Goals:
Simplify campaign structure for better management
Reduce CPC and CPL to improve return on ad spend
Increase lead volume to boost sales
Google Campaign Solutions:
Restructured account to use dynamic search ads and responsive search ads
Focused on meticulous daily negative keyword management during the learning period
Ongoing CPC bid adjustments and campaign optimisations
The Results*:
Decreased overall Google Ads spending by 50%
Increased monthly leads by 171%
Significantly lowered CPC and CPL
The client was initially sceptical when seeing daily fluctuations in clicks and leads. However, by maintaining a constant optimisation approach, I powered through Google's learning period and began driving dramatically more cost-efficient results.
The client is now delighted with the account's performance, improved lead volume, and the simplified structure that empowers their in-house team.
By leveraging dynamic ads and relentlessly optimising campaigns, I successfully decreased their Google Ads costs while increasing leads and, ultimately, sales.
*These results were obtained whilst working for a marketing agency.
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