Case Study: Paid Search Advertising for an Insurance Brand
Category
Insurance
Year
October 2024
Role
Paid Search Ads
Overview
As a leading provider in the insurance sector, we ran a targeted paid search advertising campaign for our client to increase their online visibility and drive qualified traffic to their website. Our focus was on various types of insurance including vehicle insurance, family health insurance, and car insurance renewal. Through an optimized approach, we ensured that the campaign drove both short-term results and long-term growth.
Keyword Performance and Search Traffic
- Total Keywords: We targeted 1,100 keywords across various insurance categories, which resulted in a 27.1% increase in keyword coverage compared to previous campaigns.
- Traffic Growth: The paid search traffic to the website grew significantly, reaching 410.3K visits—a 9.2% increase.
- Traffic Cost: The total investment in paid ads amounted to ₹33.6 million, reflecting a 19.8% increase in cost. This growth demonstrated the rising competition for high-value insurance keywords but also pointed to the increasing effectiveness of our targeted campaigns.
These results highlighted the success of our paid search strategy in increasing both traffic and brand presence online.
Paid Search Trends
- Over the course of the campaign, we observed a steady increase in paid traffic, especially starting from December 2024 and continuing through January 2025. This upward trend indicates that the ads were effectively capturing users’ attention and driving them to the site.
- The campaign consistently maintained traffic levels above 200K, with a smooth increase into the following months.
Keyword Additions and Adjustments
- New Keywords: Throughout the campaign, we continually refreshed our keyword strategy. In particular, the number of new keywords added to the account in November 2024 and January 2025 resulted in significant growth in impressions and traffic. The addition of niche keywords helped us tap into specific segments of the insurance market.
- This dynamic approach allowed us to stay ahead of emerging trends and adapt quickly to changing search behaviors, optimizing for both volume and relevance.
Top Performing Ads
- Keywords such as “vehicle insurance,” “car insurance,” “family health insurance,” and “health insurance plans” delivered the highest volume of traffic, with some keywords reaching search volumes of over 100K per month.
- Vehicle Insurance: With a monthly search volume of 22,200, this keyword generated quality traffic at a CPC of ₹57.18.
- Car Insurance: The term “car insurance” was one of the top performers with a massive monthly search volume of 135,000, bringing in substantial traffic at a CPC of ₹215.71.
- Health Insurance Plans: Another key focus, “health insurance plans,” had a high CPC of ₹246.03 but was highly competitive, generating 60,500 monthly searches.
- By targeting these high-volume, high-value keywords, we ensured that the ads were seen by users actively looking for insurance services.
Optimization Strategies
- As part of our ongoing optimization, we consistently tested and refined our keyword targeting. We added new keywords like “health insurance policy for family” and “vehicle insurance policy” to capture different segments of the audience.
- We also optimized for keywords with both high traffic potential and competitive CPCs to strike a balance between reach and cost-efficiency.
- Ads were continuously refreshed to remain relevant and capture seasonal interest, keeping the messaging aligned with user search intent.
Cost Management and ROI
- We carefully managed the CPCs to ensure that the cost per click was aligned with the competitive landscape in the insurance industry. We focused on targeting long-tail keywords with lower CPCs while also bidding for high-volume, competitive terms.
- With strategic budget allocation, the ROI remained strong, and as traffic grew, the overall cost per visitor decreased, optimizing the ad spend over time.
Conclusion
The paid search advertising campaign we ran for the insurance company was highly successful. By consistently refining keyword targeting, optimizing ad copies, and managing the budget effectively, we drove substantial growth in website traffic. With the right combination of high-traffic insurance keywords, smart bidding, and continuous optimization, we helped the client maintain a strong online presence and achieve their digital marketing goals.