A specialist insurance broker competing against GoCompare, CompareTheMarket, and MoneySupermarket abandoned generic keywords and built long-tail specialist campaigns targeting niches comparison sites ignore - delivering lower costs, higher quality leads, and a 36% policy conversion rate.
CPA Reduction
Qualified Leads/Month
Policy Conversion Rate (from 16%)
Annual Premium Value
The Challenge
The broker bid on generic keywords ('business insurance', 'professional indemnity') competing directly against comparison sites with 50x their budget. Every click was expensive, and the traffic was price-conscious researchers using comparison sites as their primary path. CPA hovered at £120 with only 12% conversion to policy.
Leads were quote-hunters asking 'Can you beat MoneySupermarket's price?' Seasonal budget was spread evenly despite commercial insurance renewals clustering in specific months. The broker still paid referral fees to comparison sites because they provided volume - the only way to reduce reliance was building a direct channel.
Our Strategy
Abandoned generic keywords entirely. Built campaigns around specific policies comparison sites underserve: 'commercial fleet insurance for small businesses', 'professional indemnity for architects', 'landlord insurance with legal support'. 40-60% lower CPCs, 3x higher conversion rate.
Every ad emphasised 'speak to a specialist', 'no automated quotes', 'personalised advice for your sector'. Added negative keywords: 'compare', 'cheapest', 'lowest price' to filter price-hunters and attract decision-makers.
Built pages per policy with sector-specific case studies, testimonials, and 'Request a Specialist Callback' forms instead of generic quote forms. Callback requests increased form submission rate 220%.
Targeted previous visitors during renewal periods with 'Your fleet insurance renews in 30 days' messaging. Increased budget 200% during renewal peaks. Renewal season campaigns achieved 6.8x ROAS.
Analysed client base for geographic clusters with highest average premiums (City of London, Manchester finance district, Bristol tech corridor). Higher bids in these postcodes increased average policy premium by 130%.
The Results
Within 8 months: CPA reduced 72% (£156→£70). Qualified leads grew 234% (20→55/month). Policy conversion rate improved from 16% to 36%. Annual premium value from Google Ads: £1157K. Average policy premium increased 3x (£1,560→£3,640). Comparison site referral spend reduced 78%. Renewal season campaigns achieved 8.8x ROAS.
CPA Reduction
Qualified Leads/Month
Policy Conversion Rate (from 16%)
Annual Premium Value
Key Takeaways
Commercial fleet, landlord insurance, and niche liability policies all had lower CPCs and higher conversion rates than generic commercial insurance keywords.
Messaging 'Specialist Advice' instead of 'Compare Quotes' filters price-shoppers and attracts decision-makers. This improved conversion rate by 230%.
Replacing forms with 'Request a Specialist Callback' increased lead submission rate 220%. Prospects preferred phone conversations with experts.
Increasing budget 200% during renewal season achieved 6.8x ROAS. Deploy money when intent is highest, not evenly year-round.
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