![Starpeak](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F7sgby9aw%2Fproduction%2F95315e60950f9c5f1fc3a40a8967188a763f3be6-1024x594.webp%3Frect%3D0%2C41%2C1024%2C512%26w%3D2000%26h%3D1000%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
Overview:
Starpeak is a specialist insurance distributor across niche markets and businesses such as pet business insurance, event insurance and sports travel insurance. They consist of three established brands known for being experts in unique products called Protectivity, Sports Cover and a Les Mills Partner with 100,000 policyholders across the group.
Things we identified:
Whilst account performance was at an acceptable level, we identified that the Google Ads bidding strategies weren't aligned to the broader business goals that Starpeak had.
With a focus needing to be on new business revenue, existing strategies were focussing on a target cost-per-acquisition which is a much shorter term approach.
Enabling the algorithm to consider deal size and revenue means that ad spend and bidding in the auction can be aligned to the objectives of generating the highest return more effectively.
Getting this structure in place would allow spend to be utilised more effectively but also means that as budget is scaled, commercial viability remains.
Changes we made:
We took a phased approach of introducing new bidding strategies and managing in targets. This was essential to ensure that large, radical changes didn't disrupt the commercial performance for the client.
Once we had successfully implemented new bidding strategies, we experimented with landing page optimisations to make the messaging clear and concise, to improve the user journey.
The momentum we created:
Across Jan-Apr 2024, Google Ads saw a +66% increase in new business sales volume, and +81% increase in new business revenue YoY.
Through increasing conversion rates with optimised landing pages, the brand is now in a strong position to expand out to secondary volume driving channels such as Meta.
Landing page conversion rates being higher, will offset the often lower buying propensity of a user who is targeted via paid social.
Testimonial
"We worked with ProfitSpring to ensure that our account structure in Google Ads was optimally aligned to our business goal of optimising for new business sales and revenue.
Following the strategy being implemented, across Jan-Apr 2024 we’ve seen a huge +66% increase in new business sales volume and +81% increase in new business revenue YoY.
ProfitSpring working with our in-house team continues to deliver high performance as we begin to look at new markets and channels to acquire customers.”
![Testimonial](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F7sgby9aw%2Fproduction%2F3f07e93851e5498f3b336daa869b3222c01403d8-400x400.jpg%3Fw%3D500%26h%3D500%26fit%3Dmax%26auto%3Dformat&w=384&q=75)