From May 2024 we managed the Google Ads account of this Dutch insurance comparison site, where consumers and business owners compare and take out insurance online. The goal from onboarding: ROAS campaigns at 150% or higher on average, ideally towards 200%, without too large a drop in conversions. Within that limit, we scaled up. From May through September 2024 we spent €141K, €58K more than in the five months before. That brought in 5.76K conversions (1.56K more) and 212K in conversion value (83.5K more). Value per euro of spend went from 1.54 to 1.50, so returns stayed on target while spend rose by about 70%.
The window of this screenshot falls inside our period: we started in May 2024, so the figures at the top are from our management. The dotted lines are the comparison period. That period belonged to the previous manager and covers a different season, winter and spring versus summer, and season matters for scooter, motorcycle and caravan insurance. Part of the growth may therefore be seasonal. Spend still went up by about 70%, and value per euro stayed at 1.50. Conversion value here is the value the client sent back to Google Ads per conversion.
What we did
Onboarding showed that campaigns per insurance type worked best, so that structure stayed. Each product had its own Search campaign with its own daily budget: car, business car, scooter, moped, motorcycle, microcar, caravan, pet, bicycle, home, courier insurance and insurance bundles.
Each campaign had its own bid strategy. Car, business car, courier, pet and home ran on a target CPA. Scooter, motorcycle, microcar, caravan, bicycle and the bundles ran on a target ROAS, each with its own target, from 59% for bicycle to 225% for the bundles. Keywords with low ROAS over the last 60 days got a label, so we could track them separately.
According to the client, Performance Max did not work for this account. All Performance Max campaigns are paused.
Experiments ran alongside the existing campaigns: tCPA versus tROAS for bicycle and pet insurance, broad match keywords for car insurance, and R-ETAs versus RSAs for motorcycle insurance.
By the numbers
From May through September 2024, compared with the five months before: €58K more spend (about +70%), 1.56K more conversions (about +37%) and 83.5K more conversion value (about +65%). Value per euro of spend dropped by 0.04, from 1.54 to 1.50.
The percentages are derived from the tiles: the prior period was €83K cost, 4.20K conversions and 128.5K conversion value. The comparison period covers a different season.
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