Leading Auto Insurance Brand Drives 54% Conversion Rate Increase

OUTCOMES

OBJECTIVE

A top leading auto insurance marketer was looking to increase its market share and generate high-quality leads. The client wanted to generate new customer acquisition through insurance policy quotes, specifically mobile pay-per-call to local agents. Perform^[cb] offered to work on a performance model backing into cost-per-acquisition for new customers.

APPROACH

Perform^[cb] launched an evergreen Google Ads account to run in conjunction with the insurance marketer’s internal efforts to ensure all of the company’s products were marketed correctly. Perform^[cb] started to run the Google Ads account in compliance with all policy click-to-call changes and adjusted the strategy as needed. The plan primarily consisted of a strategic approach concentrating on generic and conquesting keywords, including aggregators, producers, carriers, and direct competitor’s terms. Tactically, Perform^[cb] partnered with trusted call analytics platforms and marketplaces to increase scale support the primary mission. Our compliance team properly vetted all partners to ensure that all calls were FCC, TCPA, PCI-certified, and HIPAA-compliant.

RESULTS

After year one, the client increased its monthly budget 3X to increase calls. Conversion rate and new policy acquisition increased as more data was collected. Based on early projections, we are estimated to generate 50,000 new policy calls before Q1.