Optimizing an Insurance Google Ads for Outstanding Results
Tom Bagshaw
Case Study: Optimizing an Insurance Google Ads Campaign for Outstanding Results
Background A large marketing agency approached us to manage a Google Ads campaign for their insurance client. The account had significant issues, including irrelevant clicks, low-quality scoring keywords, and poorly performing ads. These inefficiencies resulted in high costs and low-quality leads, leaving the client frustrated with the lack of meaningful results.
Objectives
Eliminate wasted spend on irrelevant search queries.
Achieve high-quality ad scores and improve overall account health.
Reduce cost per conversion (CPC) significantly.
Generate high-quality leads to align with the client’s sales goals.
Actions Taken
Negative Keyword Strategy
We conducted a thorough audit of the account and identified a large volume of irrelevant search queries driving up costs.
A bulletproof negative keyword list was created and implemented to filter out unqualified traffic.
Ad Copy Optimization
Engaging and precise ad copy was crafted to resonate with the target audience, focusing on their pain points and needs.
Ads were designed to stand out in competitive auction environments, using compelling calls-to-action.
Single Keyword Ad Groups (SKAGs)
To improve ad relevance and Quality Scores, we implemented SKAGs, ensuring each ad group focused on a single keyword.
This structure allowed us to achieve maximum relevance between search queries, ads, and landing pages.
Auction Insights Analysis
Regular reviews of auction insights provided actionable data to refine bidding strategies and increase competitive positioning.
Results The impact of our optimization efforts was immediate and dramatic:
Top of Page Rate: Improved from 30% to over 90%, significantly increasing visibility.
CPC Reduction: Average CPC dropped by 60%, maximizing the efficiency of the ad spend.
Cost Per Conversion: Reduced from £120 to just £22, representing an 82% improvement.
Lead Quality: Higher-quality leads directly contributed to a more productive and satisfied sales team.
Key Takeaways This case study illustrates the power of a well-executed Google Ads strategy. By addressing foundational issues and employing advanced tactics like SKAGs and precise ad copy, we turned an underperforming account into a high-performing asset. The results delivered exceeded client expectations, reinforcing the importance of strategic management in achieving outstanding outcomes.
Looking to Optimize Your Campaigns? Partner with us to transform your Google Ads performance and drive meaningful, measurable results for your business
Like this project
Posted Dec 28, 2024
Transformed an insurance Google Ads campaign, cutting CPC by 60%, reducing cost per conversion from £120 to £22, and achieving 90% top-of-page visibility.
Likes
0
Views
2
Clients
White Label
