Zurich Insurance Group

We work closely with Zurich Kotak General Insurance, a top provider of car insurance in India, recently acquired by Zurich Group.

Our Work

Objective

Optimize search campaigns using broad match keywords to generate higher-quality leads, reduce CPL, and improve the lead-to-sale (L2S) ratio while targeting a 7% reduction in the cost of acquisition (COA).

Approach

With quality being the primary concern for the brand, we transitioned from using exact match to broad match keywords for generic campaigns, employing a tCPA bidding strategy while maintaining the same step funnel conversion.
During keyword selection, we focused on high-intent, action-based keywords with a proven healthy conversion rate in previous exact match campaigns.
Daily search query reports (SQRs) were conducted to eliminate irrelevant terms triggered by the top-performing campaigns.

Insights

By leveraging broad match with tCPA, Zurich Kotak Car Insurance achieved

A higher number of leads at a lower CPL
Improved lead quality and enhanced cost of acquisition (COA)

Results

20% Lower CPL (compared to other campaigns)

Creating marketing possibilities from the future

We work with today’s leading tools and technologies to create future-ready solutions. A whole lot of intelligence topped with a dollop of imagination is how we make this happen.

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