How Did We Achieve It? Using PPC – Then Made Them Count with Create a Call
Generating leads in competitive industries like insurance isn’t easy. With rising cost per clicks (CPCs), aggressive competition and a market flooded with brokers using the same old marketing tactics, standing out is a challenge. However, with a refined pay-per-click (PPC) strategy, combined with an effective outbound contact system, we helped a UK-based insurance broker generate over 300 high-quality leads in just 60 days – all without increasing their marketing budget.
The Challenge: Breaking Through in a Crowded Market
The insurance sector is one of the most challenging industries for digital marketing. Keywords are expensive, customer acquisition costs can be high and most brokers struggle to convert traffic into genuine business opportunities. Our goal was to not just generate leads but to ensure they were high-intent, relevant and successfully converted into policies.
The Strategy: A Multi-Layered PPC Approach
Rather than following a one-size-fits-all approach, we developed a highly targeted PPC campaign that focused on precision over volume. Here’s how we did it:
Step 1: Identifying High-Intent Keywords
Instead of going after broad, highly competitive keywords like “fleet insurance” – which can attract a broad range of searchers with varying levels of intent – we focused on highly specific, niche searches that indicated a stronger purchasing intent. Our research led us to keywords such as:
✅ “Fleet insurance for couriers”
✅ “Best mini fleet insurance provider”
✅ “Taxi fleet insurance UK”
By narrowing the focus and targeting users further along in their buying journey, we drove more relevant traffic. These highly specific search terms attracted leads that matched the broker’s ideal risk appetite, increasing the likelihood of conversion. This precision targeting also helped reduce wasted ad spend on low-intent clicks.
Step 2: Landing Page Optimisation
A well-structured PPC campaign is only as effective as the landing pages it directs users to. Instead of sending traffic to a generic homepage or an all-purpose insurance page, we built dedicated, conversion-focused landing pages tailored to the specific insurance product being advertised.
Each landing page included:
✔️ A strong, clear headline: “Fleet Insurance Specialists” to immediately establish credibility and relevance.
✔️ A simple, frictionless quote form: Optimised based on our in-agency experience to include only the necessary fields for a fast, hassle-free experience.
✔️ Trust signals: Displaying customer reviews, FCA compliance and industry awards to instill confidence in potential clients.
By implementing these changes, we boosted conversion rates by an impressive 42%, ensuring that more of the traffic we were driving actually turned into potential customers.
Step 3: Implementing Outbound Technology – Create a Call
Generating leads through PPC is only half the battle. The real challenge lies in converting those leads into actual business opportunities. This is where Create a Call played a crucial role in optimising the lead management process.
Rather than relying on manual follow-ups, which can lead to delays and lost opportunities, we integrated Create a Call’s outbound dialer. This technology helped maximise lead conversion by:
🔹 Ensuring that every lead was processed within milliseconds of submission, significantly improving response times.
🔹 Achieving lead-to-contact rates of over 65%, a key factor in increasing successful sales conversations.
🔹 Syncing data between Create a Call and Google Ads, feeding back successful conversions to further optimise the campaign and refine targeting over time.
This level of automation and speed meant that no leads went cold, allowing the broker’s sales team to engage potential clients at the peak of their interest.
The Results: Increased Leads, Lower Costs, More Sales
The combination of hyper-targeted PPC ads, optimised landing pages and advanced outbound call technology delivered exceptional results. Here’s what we achieved:
✅ 300+ high-value leads in just 60 days
✅ 37% reduction in cost per lead
✅ 15% increase in quotes
✅ 19% increase in sales (compared to previous activity)
This Approach Works for Insurance Brokers
Insurance brokers need more than just clicks – they need highly targeted leads that are primed for conversion. This campaign’s success highlights the importance of:
📌 Focusing on high-intent search terms rather than wasting budget on broad, expensive keywords.
📌 Optimising landing pages to create a seamless, conversion-friendly user experience.
📌 Implementing outbound technology to ensure leads are contacted immediately and efficiently.
By aligning PPC efforts with an effective follow-up strategy, brokers can significantly improve their return on ad spend and drive predictable, scalable growth.
Ready to Take Your Lead Generation to the Next Level?
If you’re an insurance broker looking for a proven, data-driven approach to lead generation, we can help. Let’s chat about how we can tailor a similar strategy to grow your business.
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