Insurance · United States
31 leads where a click costs US$5
A US advertiser selling final expense and senior life cover. Clicks in this category are expensive and the audience is easy to get wrong.
The challenge
Average cost per click ran between US$4.01 and US$5.53. At those prices a loose keyword list burns the budget in days, and the wrong audience produces enquiries that never qualify.
What we did
- Split final expense and whole life into separate campaigns so the message matched the search
- Kept keyword lists tight and negative lists tighter
- Wrote ad copy to the age and intent of each audience rather than to the product
- Monitored cost per lead daily because one broad term can absorb a day of budget