Google Ads accounted for the majority of targeted conversions, so the main focus was on search demand and campaigns targeting users with a specific intent to purchase insurance.

Search campaigns were divided into separate categories:

branded queries—to engage an audience already familiar with the company;
competitive queries—to attract users comparing offers from other insurance companies;
general queries—to attract a new audience searching for insurance to meet a specific need.

We also used Performance Max, which allowed us to scale reach and drive additional targeted conversions.

A comprehensive approach using Meta Ads and Google Ads enabled us to simultaneously build brand awareness, attract a new audience, and engage users who were already ready to purchase an insurance policy—which ultimately resulted in a significant number of targeted conversions.

Meta Ads consistently ran promotional campaigns focused on content engagement. This not only increased the content’s reach but also helped attract new followers and maintain an active audience for the page.

We also ran separate campaigns to drive traffic to the insurance application page and tracked conversions to evaluate the effectiveness of ad traffic not only by interactions but also by users’ target actions. At the same time, Meta Ads’ primary role in the overall funnel was to build brand awareness, attract, and nurture a new audience.

Google Ads

Meta Ads