Digital Marketing Agency | SEO, Paid Social & PPC

Overview of the Case Study

Our client is a top diminished value specialist who has served numerous clients in filing claims against their car insurers. The services offered range from providing post-collision inspections that estimate the financial cost of vehicle collisions.

How We Increased Enquiries for an Insurance Company

Challenges

  • Lower CPA in targeted locations.
  • Increase revenue for the top diminished value specialist.
  • Increase organic traffic.
  • Enhanced lead generation.

The Strategy We Used

1. New Market Research

  • Utilized Google Keyword Planner and Ahrefs to uncover new opportunities and review historical search term reports.
  • Competition advertisements and websites were researched to identify crucial USPs.
  • The seasonal factors of the campaign had to be taken into consideration for budgetary distribution throughout the year.

2. Audit of Google Ads Account

  • The original account structure had only pure text ads and no ad extensions. Therefore, the engagement at the user end was not very good.
  • Ads irrelevant to keywords lowered the quality scores as low as 1/10 for high-impression keywords and increased the cost per click by 440%.
  • Analyzed bidding strategy; found the same flat CPC for all keywords. It did not optimize high-converting terms but inflated the cost for low-converting ones.

3. Website Analysis

  • Analyzed user behavior on the landing page through Google Analytics. While session duration and number of pages visited were high, the bounce rate was low enough, less than 30%, yet inquiries were at a minimum.
  • Leveraged heatmaps to spot which elements on the site resonated with users and identified areas that needed improvement.
  • Drop-off rate tracking showed 99% of users drop off from the inquiry form page, which showed a much-needed bottleneck.

4. Organic Search Campaign

  • Design a high-scale SEO campaign to improve the organic traffic and search ranks.
  • Technical SEO.
  • Executed strategic link-building efforts.
  • Improved website content for better user engagement.

5. Google Ads Account Rebuild

  • Introduced expanded text ads and ad extensions to communicate services and USPs.
  • Ad groups organized in keywords to specific match types, namely exact, phrase, and broad, with tailored ads to reflect the keywords and communicate the essential USPs.
  • Improved quality scores; the result was increased ad visibility and a 600% reduction in CPC cost.
  • Optimized bid strategies: increasing CPC for top-converting keywords while bidding lower for poor converters.

6. New Lead Generation Website

  • Created a friendly lead generation website based on insights into the behavior flow data from Google Analytics.
  • Added a short form for inquiries and allowed follow-ups with the staff based on calls.
  • Kept the strongest USPs above the fold, backed by insights from heat map analysis, for better engagement.

The Results

40.58% increase in budget, Oct–Jan 2021/22 vs. Oct–Jan 2022/23
609.36% Increase in Online Enquiries
149.28% decrease in cost per conversion.
Expanded operations into several new regions, with further development set to continue.

Organic traffic increased by 238%, and the client ranks number one in Google for many keywords.

This client is now getting so many inquiries that attending weekly meetings is difficult.