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Case Study

Implementation of Structural Change Resulted in Reduction of Cost/Lead and improved Conversion Rate

Royal Sundaram General Insurance Co. Ltd. is one of India's leading general insurance companies. Established in 2000, it was the first private sector insurance company in India to be licensed after the liberalization of the insurance sector

Objective:

Goal was to reduce the cost per lead (CPL) and increase the validity of the leads generated from Google Ads.

30%

Approach:

Our initial data analysis revealed an interesting insight—while a higher percentage of users searching for car insurance came from mobile devices, desktop users exhibited significantly higher conversion rates. This trend suggested that desktop users had a stronger intent to purchase insurance, making them a more valuable audience for lead generation.�

However, our campaigns were initially structured to target both mobile and desktop devices together. This led to 85% of our ad spend being funneled towards mobile traffic, leaving desktop with a very low impression share despite its higher potential to drive conversions.��To address this imbalance, we ran an experiment. We split the campaigns by device—one focused on mobile, the other on desktop—and reallocated 70% of our ad budget to desktop, where conversion rates were more promising, while assigning 30% to mobile to maintain visibility.

Result:

The Experiment was successful leading to a better performance, so this structure has been implemented across the account which helped in achieving consistent improvement in Performance

28%

36%

Decrease in CPL

Improvement in CTR

Increase in Valid Leads

Unlike relying solely on industry benchmarks, we prioritized insights from historical campaign data. This approach helped us identify specific countries with high potential for generating high-quality NRI profiles, optimizing for revenue rather than just vanity metrics like clicks. This data-driven strategy aligned with the client's financial goals revealed in their annual report, which showed losses despite high conversion numbers.

Why broad Match:

While we all know that industry norms often favor …phrase or exact match for matrimony or any campaign for that matter but since we leveraged our success with broad match in domestic campaigns in past…. so this built a strong case and helped us convince the client for broad match keywords to be tested in NRI markets too, allowing us to capture a wider pool of relevant NRI users. Additionally, successful small-scale tests gave us the confidence in implementing broad match across the entire campaign. Yes this increased our manual effort of SQR and regular keywords optimization, however eventually gave us good results by maximizing reach without sacrificing relevance.