Targeted Pay-Per-Call Channels Drive 56% Revenue Growth for Insurance Marketer

Outcomes

Objective

A popular health and life insurance marketer aimed to drive new policies on a pay-per-call (PPC) basis, wanting to optimize towards 90-second call durations or longer. To achieve growth without disrupting their existing strategies, the marketer sought the expertise of Perform^[cb]’s Outcome Engine to establish targeted campaigns across previously untapped performance channels that adhered to specific demographic parameters, such as age and zip code, while maintaining a CPA of $400 or less.

Approach

To support the marketer’s existing efforts and maximize campaign efficiency, the Perform^[cb] Outcome Engine launched two targeted PPC campaigns: one for users under 65 seeking life insurance and another for consumers over 65 in the market for health insurance. Leveraging advanced call analytics, the team passed key demographic data, including age and zip code, through the Outcome Engine’s technology, to ensure callers were routed to the correct end-buyer. This process operated in alignment with the marketer’s other lead generation channels, ensuring incremental growth. 

The Outcome Engine team further pre-qualified callers by creating audience segments based on age, in-market interest, and search behavior before they entered the interactive voice response (IVR) system. To maintain quality, the Outcome Engine’s in-house compliance team conducted manual checks on call recordings, ensuring all calls met the marketer’s stringent criteria. This robust process allowed the marketer to grow their paid call volume alongside their established strategies.

Results

Over the course of the campaign, the insurance marketer was able to drive more than 14,000 paid calls and counting, resulting in a 56% year-over-year revenue increase. The campaign achieved a 51% conversion rate, with inbound calls emerging as the most effective revenue driver. By seamlessly integrating new performance channels alongside the marketer’s ongoing efforts, the Perform^[cb] Outcome Engine delivered measurable success, and the marketer is now scaling the campaign further.

Partner with Perform^[cb] to drive targeted growth and enhance your acquisition strategy by integrating new performance channels alongside your existing campaigns.