The challenge 

A leading insurance provider needed to strengthen its digital presence and improve the efficiency of its online lead generation. Facing a saturated and highly competitive market, the company struggled with high acquisition costs and inconsistent lead quality. The objective was to refine its pay-per-click (PPC) strategy, enhance targeting accuracy, and ultimately increase policy sales. 

The solution 

We implemented a full-funnel PPC approach designed to engage consumers throughout their decision-making journey — from awareness to conversion. 
Key actions included: 

• Comprehensive audience segmentation based on behavioural and demographic insights. 

• Data-driven budget allocation prioritising channels with the highest ROI potential. 

• Continuous A/B testing of ad creative, landing pages, and bidding strategies. 

• Collaboration with the client’s internal teams to improve the on-site user experience and lead capture process. 

The result 

• +25.5% overachievement of lead targets. 

• -34.8% reduction in cost per lead (CPL). 

• +48% improvement in conversion rate. 

• Improved visibility and engagement across all digital platforms. 

  
  

Key Takeaway 

Through precise targeting, continuous optimisation, and a holistic full-funnel strategy, the insurance provider achieved measurable improvements in lead quality, efficiency, and market competitiveness.