Case study

Car Insurance: Mobile Optimisation and Control of Acquisition Cost

A €1.5M/year SEA account for a leading car insurer: intent-led restructuring, LTV-based AI bidding, mobile-first quote funnels and dynamic remarketing.

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  • +85 M€ media budgets managed
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Car Insurance: Mobile Optimisation and Control of Acquisition Cost

Budget arbitrage and mobile performance: controlling CPA in a market saturated by price comparison.

Managed budget€1.5M / year
SectorCar insurance
LeversSearch · Lifetime-value AI · Mobile · Remarketing
Key resultCPA stabilised, then reduced on key segments

1. Context and Stakes

The engagement covered a leading insurance company, specialising in car insurance products. In a digital landscape dominated by price-comparison sites and extreme customer volatility, the objective was to secure a profitable direct market share. With an annual budget of €1.5 million, the challenge was to generate a steady flow of signed contracts while avoiding the surge in acquisition costs driven by aggressive competition.

2. The Strategic Challenge

Online car insurance faces profitability barriers that our expert had to remove:

  • Comparison-site pressure: How do you exist directly on search engines when aggregators capture a large share of intent-driven traffic?
  • Risk quality: Beyond lead volume, we had to ensure the prospects captured matched the company’s underwriting criteria (the « right » risk).
  • Mobile urgency: A growing share of users look for insurance or a quote right after buying a vehicle or in an urgent situation, often from a smartphone.

3. Strategic Solutions Delivered

The approach led by our expert moved the account from a generic volume strategy to a profitable growth model:

A. Rebuilding the account structure around intent

We abandoned overly generic and expensive keywords to restructure the account around precise intent segments. By isolating high-value queries (e.g. insurance for specific vehicles, young drivers, high no-claims bonus), we allocated budget where the probability of signature was highest.

B. Using AI for customer lifetime value (LTV)

Rather than bidding on lead cost alone, we deployed AI algorithms to predict the long-term value of potential customers.

  • Predictive bidding: The AI adjusted bids in real time to favour profiles with statistically fewer claims and better loyalty, optimising the overall profitability of the portfolio.

C. Surgical optimisation of the mobile experience

With mobile traffic in the majority, we carried out an in-depth optimisation of the conversion funnels:

  • Simplified landing pages: Reducing the number of fields in quote forms to maximise conversion rate on small screens.
  • Load speed: Technical work on display speed, a decisive factor for Quality Score and user experience on constrained networks.

D. Dynamic remarketing strategies

We set up automated follow-up campaigns for users who started a quote without completing it. Using personalised reassurance arguments (cover, assistance, price), we recovered a significant share of contracts that would otherwise have been lost to competitors.

4. Results

Senior management of this large investment transformed the performance of the Search channel: :

  • ROI optimisation: Higher profitability per contract thanks to finer targeting and better bid management.
  • CPA stabilisation: Despite advertising cost inflation in the insurance sector, cost per acquisition was stabilised and then reduced on key segments.
  • Mobile dominance: The smartphone channel became the account’s primary growth driver, with conversion rates doubling after optimisation.

Methodological note: This case illustrates our ability to manage large budgets in ultra-competitive sectors. We bring the rigour needed to turn an advertising budget into a productive, sustainable investment.

Insurance Company: Multi-Market Steering and AI-Driven ROI OptimisationInsuranceInsurance Company: Multi-Market Steering and AI-Driven ROI OptimisationBudget: €1M / yearInternational Bank: SEA Acquisition Strategy and ScalabilityBanking groupInternational Bank: SEA Acquisition Strategy and ScalabilityBudget: €3.6M / yearOnline Trading: Performance, Compliance and Qualified Lead AcquisitionOnline tradingOnline Trading: Performance, Compliance and Qualified Lead AcquisitionBudget: €4.8M / year

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