- SEA
- CRO
The starting point
German insurance is among the most contested auctions in paid search, with comparison sites and brokers bidding hard on every high-intent query. Budget was not the constraint. The constraint was buying quality traffic at a defensible price, and on the previous tests the cost per lead had stayed above target.
The brief was therefore precise: the same product, the same competitors, the same budget envelope, and a cost per lead the business could stand behind.
What we did
No new budget, no new promise. A rebuild of the account around intent, relevance and the page after the click.
- 01
Structure rebuilt around intent
Each intent cluster given its own budget, bids and message, instead of averaging performance across mismatched queries. When everything shares one pot, the strong queries carry the weak ones and the account looks average. Separated, the strong ones turned out to be very strong.
- 02
Systematic exclusions
Spend removed from traffic that would not convert, query by query, and redirected toward qualified demand. Unglamorous, weekly, and responsible for a good share of the result.
- 03
Landing pages reworked
Conversion rate lifted on the page itself, which lifted Ad Rank with it, which earned better placement at a lower cost. In search, the landing page is part of the bid.
- 04
Full use of the surface
Every available extension deployed, expanding the ad’s real estate and click-through without additional spend.
The impact
The cost per converted lead fell 33%, with the same product and the same competitors bidding against it.
The target on sales-qualified leads was hit in full, and search became a channel with a budget line of its own.
