The client
PIB Insurance is a broker in one of the most competitive corners of paid search. Insurance keywords are among the most expensive on Google, so every wasted click costs more than it would in almost any other industry.
The challenge
PIB was spending heavily on paid search and judging it by the wrong scoreboard. Clicks looked healthy. Cost per click looked normal. But nobody could connect that spend to actual policies sold, so the account quietly optimised toward cheap traffic that rarely converted.
What I did
I rebuilt the account around profit instead of clicks.
I started with tracking, wiring conversions down to genuine enquiries and policies rather than form fills and page views. With real data in place, the waste became obvious.
From there I restructured campaigns around the searches that signalled real buying intent, cut the keywords that drained budget without ever converting, and rebuilt the landing experience so the people who did click had a clear, fast path to a quote.
Then I let the profitable segments scale and kept the rest on a short leash.
The results
- Cost per acquisition fell 63% as spend moved onto what actually converted.
- Qualified leads roughly doubled from the same budget.
- For the first time, PIB could see the true cost of a new policyholder and plan around it.
Every new policyholder now costs a fraction of what it used to, and we know exactly why.
Paid search did not need more budget. It needed to be pointed at the right thing.
Paying too much for every lead? Book a free consultation and I’ll show you where your ad budget is leaking.