Multi-market deployment and AI-driven steering: optimising the performance of a complex product portfolio.
Budget: €1,000,000 / year
1. Context and Stakes
The engagement covered a major global insurance player, managing a wide range of products from property insurance to personal protection. With an annual investment of one million euros spread across several regions, the challenge was to maximise overall return on investment (ROI) while respecting the specificities of each local market (digital maturity, consumer habits, legal frameworks).
2. The Strategic Challenge
Steering an account of this scale required solving several structural problems:
- Portfolio complexity: How do you effectively manage the visibility of radically different insurance products (motor, home, life, health) without diluting budget firepower?
- Market heterogeneity: A strategy that performs in one country could prove ineffective in another. The approach had to be adapted to local search behaviour and competitors.
- Tracking precision: In a sector where the customer journey can be long and span several channels (online and offline), precisely measuring the profitability of every euro invested was a major technical challenge.
3. Strategic Solutions Delivered
The approach led by our expert industrialised performance through a data- and innovation-driven methodology:
A. « Glocal » SEA strategy with local adaptations
We structured a global SEA strategy defining the group’s standards of excellence, while allowing full flexibility for local adaptations. Each market benefited from its own semantic analysis, using each country’s specific linguistic codes and search intents to maximise ad relevance.
B. Performance optimisation through artificial intelligence
To manage bidding complexity across dozens of segments, we deployed advanced AI algorithms:
- Multi-market machine learning: Using AI to analyse performance trends in each market in real time and adjust bids to capture the most profitable leads.
- Dynamic allocation: Budget was automatically redirected to the markets and products offering the best growth opportunities at any given moment.
C. Dedicated funnels by product type
Instead of a generic approach, we created specific campaigns for each insurance product line. This segmentation enabled ultra-targeted messages that precisely answered the user’s need (e.g. price search for motor, cover search for health), mechanically increasing conversion rates.
D. Precise tracking and ROI measurement system
We set up an advanced tracking ecosystem integrating bottom-of-funnel conversion data. This visibility moved steering from cost per click to the real customer lifetime value (LTV), ensuring investments serve the company’s long-term profitability.
4. Results
Senior management of this international set-up achieved ambitious growth objectives:
- Improved overall ROI: A significant increase in campaign profitability thanks to better budget allocation across products and countries.
- Operational efficiency: Centralised management allowing technical innovations to be rolled out quickly across all markets.
- Strategic agility: The ability to adapt campaigns within hours to market or regulatory changes in any target country.
Methodological note: This case illustrates our ability to orchestrate complex international set-ups. We turn budget dispersion into a coordinated force, where AI technology serves the overall business strategy.